Investment-linked services
Digitising manual submissions for customers and business efficiency
Overview
Key roles
Led end-to-end design and validation of three Investment-Linked Policy (ILP) services for the launch of Great Eastern app.
Facilitated discovery sessions with stakeholders to map current processes, uncover challenges, and align enhancements with the product roadmap.
Pioneered and co-established the organisation’s first design system, laying the foundation for consistent and scalable digital experiences.
Outcomes
80% automation and straight-through processing
Reduced manual form fill and service turnaround time
4.4-star service rating
Improved customer digital service satisfaction
4 platform adoption for design system
Drove cross-product consistency and business productivity
What was done
Mapped existing service touchpoints (manual and digital) to identify friction points across the customer journey.
Interviewed customers and financial agents to surface pain points, goals, and unmet needs.
Facilitated discovery sessions with stakeholders to align on current process gaps, manual handling challenges, and roadmap priorities.
Created and tested interactive prototypes with both stakeholders and users, validating concepts early.
Delivered high-fidelity, feasible and user-validated designs
What was discovered
CUSTOMERS
Value speed, convenience and transparency in managing time-sensitive ILP transactions.
FINANCIAL REPS
Hope to reduce time spent on manual servicing so they could focus on higher-value advisory services.
How might we streamline ILP transactions so customers can self-serve seamlessly and independently, while reducing reliance on financial agents?
How it was conceptualised
A low-fidelity prototype was initially developed to establish the user flow and validate the core concept.
Through progressive validation and consideration of diverse use cases, the flows were refined into a high-fidelity prototype and further user-tested with customers, financial agents, and stakeholders.
How the issues were tackled
Empower informed decisions with accessible insights
CHALLENGE 1
Customers had limited visibility into their ILPs, often relying on financial agents for funds information, which hindered timely decision‑making.
SOLUTION
Designed a consolidated dashboard presenting meaningful policy information in visual summaries
Restructured transaction flows to surface key details (benefits, penalties, and alternatives) so customers could make confident, timely choices.
Build trust through transaction transparency
CHALLENGE 2
Customers lacked clarity after submitting transactions, depending on slow mail or overlooked emails, which led to uncertainty and a decline in trust.
SOLUTION
Collaborated with developers to enhance the backend processes and map transaction states into real-time in‑app notifications, providing customers with clear, timely progress updates and reassurance.
Streamline transaction by removing redundancy
CHALLENGE 3
Users must complete the Customer Knowledge Acknowledgement (CKA) for each transaction, creating unnecessary friction and frustration, slowing down task completion and negatively impacting user experience.
SOLUTION
Implemented logic that bypasses redundant CKA steps when a valid acknowledgement is available, with proactive reminders sent 30 days before expiry to maintain compliance, minimizing repetition and improving the overall experience.
Establishing LEO Design System
Foundation was laid for the first digital platform style guide and UI elements, marking the first in-house designed app, which includes:
Style guide: colours, typography, icons, illustrations
Design components: buttons, input fields, toggles
Complex components: contextual card
Design patterns: for common workflows, such as uploading documents and providing bank details
Throughout the design process, I identified recurring patterns and ensured each component was reusable and scalable. Collaborating closely with developers, we built a robust design system that significantly boosted productivity throughout the development phase.
Delivering a seamless customer experience relied heavily on close collaboration between front-end and backend teams, making direct engagement with Ops and Customer Service essential.
While the initial features centered on core transactional functions, we remain committed to exploring new opportunities to enhance customer engagement and foster lasting value and trust in the ILP experience.
Moving forward, we plan to implement more comprehensive tracking of individual in-app journeys and actively gather stakeholder feedback to identify friction points and guide continuous improvement.