ePayment services
Redesigning policy payment system to boost customer trust and streamline operations
Overview
Key roles
Spearheaded the end-to-end design of three critical payment services (make payment, update payment method and frequency) in the Great Eastern app.
Initiated cross-functional enhancements with the ops team, extending beyond the initial scope to streamline the payment journey end-to-end.
Led the redesign and unification of the regional payment gateway across 5 platforms (agent, web, app), harmonising processes and experiences into a cohesive, scalable ecosystem.
Outcomes
90% automation and straight-through processing
Reduced manual form fill and service turnaround time
60% reduction in payment drop-offs
Improved transaction completion and sustained business premium inflow
4.3-star service rating
Improved customer digital service satisfaction
What was discovered
CUSTOMERS
Experienced payment friction due delayed notifications and complex form requirements, leading to late premium payments and occasional policy lapses.
BUSINESS (OPS & TECH)
Managing 5 similar payment interfaces across platforms made the journey complicated and hard to maintain, driving up time and resource costs.
How might we create a seamless and unified payment experience that empowers customers to manage insurance payments effortlessly across all touchpoints?
How it was conceptualised
I mapped out service journeys across every scenario and touchpoint, ensuring backend processes were streamlined and fully aligned. Also, a detailed content review was conducted for each payment interaction to design a scalable content framework that addressed the needs of all stakeholders.
How the issues were tackled
Enable seamless payment action with timely prompts
CHALLENGE 1
Premium notifications were limited to mail or SMS and did not provide direct, immediate access to payment, resulting in friction and delays.
SOLUTION
Introduced timely prompts such as push notifications and recurring payment suggestions when premiums are due, guiding users to the appropriate action at the right moment.
Deliver consistent experiences across all platforms
CHALLENGE 2
The same payment service had varying screen designs and flows across agent, web and mobile platforms, leading to user confusion and disjointed journeys.
SOLUTION
Redesigned the payment gateway (ePay) with a scalable, responsive, and cost-effective structure using configurable components, delivering a consistent and reliable experience across all platforms.
Simplify payments with a flexible, modular gateway
CHALLENGE 3
Multiple payment scenarios across platforms, including self-purchase, premium, and loan payments, created integration complexity. Any changes required updates on four different systems, resulting in increased cost and effort.
SOLUTION
Redesigned a modular gateway with dynamic components that support various payment types and flows, including voucher redemption, hosted in-app for continuity and efficiency.
The project highlighted the significance of presenting a broader vision to stakeholders, fostering alignment and consensus on strategy and direction. This transformed into a comprehensive payment gateway that handles tasks such as eGIRO and credit card management.
After implementation, we monitored user feedback and found that many struggled to track their premium payments, complicating financial planning. To address this, we added a premium calendar feature that highlights upcoming payments from all insurers, enhancing visibility and control for policyholders.
