Protection Explorer

Empowering users to discover and take charge of their insurance needs

Overview

Financial planning has traditionally centered around financial advisors, inspiring us on how we can create novel, value-adding services that are appealing and distinct.

Our research showed that 1 in 2 individuals preferred to conduct self-research before taking further steps, yet 80% still struggled with the question “How much is enough?” despite existing guidance from LIA recommendations.

To bridge this gap, we created Protection Explorer, an interactive discovery tool that helps users identify key financial considerations in the event of unforeseen circumstances and assess if they have sufficient financial support.

Financial planning has traditionally centered around financial advisors, inspiring us on how we can create novel, value-adding services that are appealing and distinct.

Key roles

Led end-to-end research to uncover key gaps in the financial planning journey and translate insights into actionable user jobs-to-be-done.

Spearheaded the design strategy and execution, leading the team in validating and developing user-driven solutions from discovered gaps.

Drove stakeholder and management buy-in through data-backed storytelling and co-creation workshops.

Partnered with the product owner to design launch strategies that drove strong user engagement.

Outcomes

2 in 3 users significantly shifted their understanding of necessary coverage

Users discovered financial considerations they had not previously accounted for

4 in 5 users are willing to share their inputs to agent for better advice

Eeffectively bridges self-discovery with more informed, personalised conversations

Featured at Singapore FinTech Festival

Received positive user feedback and high ratings

Discover and Define

What was done

Adopting the Double Diamond methodology, we:

Uncovered user insights and jobs-to-be-done in financial planning
Established measurable success metrics
Fostered collaborative innovation with key stakeholders
Accelerated concept validations through rapid prototyping
Delivered user-validated, high-fidelity designs

What was discovered

CUSTOMERS

Financial planning feels complex and intimidating, and many customers struggle to know where to start or to answer “How much is enough?” despite industry guidelines.
Planning is often a one-off, advisor-led review with long sessions, low recall, and little personal ownership of the plan.
There is stigma and reluctance around approaching advisors directly, reducing proactive engagement.

BUSINESS

The strategic goal is to empower self-service discovery while keeping financial advisors as the essential point of contact for personalised advice and product recommendations.

How might we make financial planning approachable, empowering customer to take charge while seamlessly reinforcing the advisor’s role as a trusted partner for deeper, personalised support?

Develop and Deliver

How it was conceptualised

Collaborative workshops were conducted to generate and expand ideas around key user jobs-to-be-done, with the top three concepts rapidly prototyped for early user validation. Throughout the process, continuous testing with customers and agents was paired with progressive storytelling and transparent updates to senior management.

This ongoing engagement secured strong stakeholder buy-in, ensuring the solution was both customer-validated and aligned with the business’s strategic goals.

Principles that guide the design to align with our objectives

Gain value from least eﬀort

Users should require minimal input to get a valuable output like insights or advice

Let the user take charge

Giving users control over pace, depth, and topics, increasing personal relevance and ongoing usage

Make advisors a key

Advisors should be introduced at the right moments as trusted partners, supporting “stickier” financial planning rather than dominating it.

How the issues were tackled

1. Make financial planning less daunting
Conceptualised a game-like discovery experience where users become “explorers” navigating event-based islands, uncovering red boxes of financial considerations, and visually seeing how each choice changes the island state.
1. Provide guidance and thinking points throughout
Designed a structured set of financial considerations for different unforeseen events, each bundled with benchmarks and tips to help users answer difficult questions and understand trade-offs without jargon.
1. Keep the exploration personal and relevant
Generated a personalised “coverage you want” summary that prioritises the user’s selected considerations and compares them against their existing coverage, helping them understand how much more they may need for what matters most.
This is supported with a communication strategy that re-engages users over time through timely, in-app prompts and content (e.g. policy changes, news articles) that nudge them to revisit and refine their plans.
1. Offer neutral, non-product-first solutions
Instead of focusing on product suggestions when there’s a coverage gap, we presented a mix of options, including savings strategies and information on government schemes or subsidies, to build trust and signal that the insurer is focused on users’ real needs, not just sales.
1. Warm leads for financial planning with advisors
Introduced contextually placed CTAs so users can reach out to advisors once they feel more informed and confident about their needs and priorities.
Reduced the time spent on fact finding during the actual meet up (typically 45-60min), by giving user the autonomy to share their data like coverage they want and financial information from SGFinDex before, enabling advisors to focus on higher-value discussion and planning.
1. Make financial planning less daunting
Conceptualised a game-like discovery experience where users become “explorers” navigating event-based islands, uncovering red boxes of financial considerations, and visually seeing how each choice changes the island state.
1. Provide guidance and thinking points throughout
Designed a structured set of financial considerations for different unforeseen events, each bundled with benchmarks and tips to help users answer difficult questions and understand trade-offs without jargon.
1. Keep the exploration personal and relevant
Generated a personalised “coverage you want” summary that prioritises the user’s selected considerations and compares them against their existing coverage, helping them understand how much more they may need for what matters most.
This is supported with a communication strategy that re-engages users over time through timely, in-app prompts and content (e.g. policy changes, news articles) that nudge them to revisit and refine their plans.
1. Offer neutral, non-product-first solutions
Instead of focusing on product suggestions when there’s a coverage gap, we presented a mix of options, including savings strategies and information on government schemes or subsidies, to build trust and signal that the insurer is focused on users’ real needs, not just sales.
1. Warm leads for financial planning with advisors
Introduced contextually placed CTAs so users can reach out to advisors once they feel more informed and confident about their needs and priorities.
Reduced the time spent on fact finding during the actual meet up (typically 45-60min), by giving user the autonomy to share their data like coverage they want and financial information from SGFinDex before, enabling advisors to focus on higher-value discussion and planning.
1. Make financial planning less daunting
Conceptualised a game-like discovery experience where users become “explorers” navigating event-based islands, uncovering red boxes of financial considerations, and visually seeing how each choice changes the island state.
1. Provide guidance and thinking points throughout
Designed a structured set of financial considerations for different unforeseen events, each bundled with benchmarks and tips to help users answer difficult questions and understand trade-offs without jargon.
1. Keep the exploration personal and relevant
Generated a personalised “coverage you want” summary that prioritises the user’s selected considerations and compares them against their existing coverage, helping them understand how much more they may need for what matters most.
This is supported with a communication strategy that re-engages users over time through timely, in-app prompts and content (e.g. policy changes, news articles) that nudge them to revisit and refine their plans.
1. Offer neutral, non-product-first solutions
Instead of focusing on product suggestions when there’s a coverage gap, we presented a mix of options, including savings strategies and information on government schemes or subsidies, to build trust and signal that the insurer is focused on users’ real needs, not just sales.
1. Warm leads for financial planning with advisors
Introduced contextually placed CTAs so users can reach out to advisors once they feel more informed and confident about their needs and priorities.
Reduced the time spent on fact finding during the actual meet up (typically 45-60min), by giving user the autonomy to share their data like coverage they want and financial information from SGFinDex before, enabling advisors to focus on higher-value discussion and planning.
1. Make financial planning less daunting
Conceptualised a game-like discovery experience where users become “explorers” navigating event-based islands, uncovering red boxes of financial considerations, and visually seeing how each choice changes the island state.
1. Provide guidance and thinking points throughout
Designed a structured set of financial considerations for different unforeseen events, each bundled with benchmarks and tips to help users answer difficult questions and understand trade-offs without jargon.
1. Keep the exploration personal and relevant
Generated a personalised “coverage you want” summary that prioritises the user’s selected considerations and compares them against their existing coverage, helping them understand how much more they may need for what matters most.
This is supported with a communication strategy that re-engages users over time through timely, in-app prompts and content (e.g. policy changes, news articles) that nudge them to revisit and refine their plans.
1. Offer neutral, non-product-first solutions
Instead of focusing on product suggestions when there’s a coverage gap, we presented a mix of options, including savings strategies and information on government schemes or subsidies, to build trust and signal that the insurer is focused on users’ real needs, not just sales.
1. Warm leads for financial planning with advisors
Introduced contextually placed CTAs so users can reach out to advisors once they feel more informed and confident about their needs and priorities.
Reduced the time spent on fact finding during the actual meet up (typically 45-60min), by giving user the autonomy to share their data like coverage they want and financial information from SGFinDex before, enabling advisors to focus on higher-value discussion and planning.

Learnings and next steps

The next focus is on scaling the impact of this feature and expanding it throughout the entire financial journey. One key lesson I’ve learned is the significance of obtaining early and continuous buy-in from stakeholders, as it plays a crucial role in advancing conceptual ideas.

Key metrics and user feedback will continue to be monitored to demonstrate value and use those insights to support the expansion into wealth accumulation modules, enabling a more holistic and meaningful financial planning experience.

jomains.n@gmail.com

Protection Explorer

Empowering users to discover and take charge of their insurance needs

Overview

Key roles

Outcomes

2 in 3 users significantly shifted their understanding of necessary coverage

4 in 5 users are willing to share their inputs to agent for better advice

Featured at Singapore FinTech Festival

Discover and Define

Discover and Define

What was done

What was discovered

CUSTOMERS

BUSINESS

Develop and Deliver

Develop and Deliver

How it was conceptualised

Principles that guide the design to align with our objectives

Gain value from least eﬀort

Let the user take charge

Make advisors a key

How the issues were tackled

Make financial planning less daunting

Provide guidance and thinking points throughout

Keep the exploration personal and relevant

Offer neutral, non-product-first solutions

Warm leads for financial planning with advisors

Learnings and next steps

Learnings and next steps