Income Insurance

Income Insurance Ltd (previously known as NTUC Income) is Singapore's leading provider of Life, Health and General insurance (Travel & Car) as well as savings, investment and retirement plans. As a content designer who is part of Digital Business, I support Direct-to-consumers (D2C) platforms, omni-channel (offline to online) platforms, HIVE by Income (regional arm), new business models like SNACK by Income (lifestyle micro insurance app) and Ekko (backend platforms for advisors), My Income app, as well as marketing / partnerships collaterals.

Direct to consumers

I support the user experience design of Direct-to-consumers (D2C) platforms where consumers can purchase General Insurance (GI) products like motor, home, and travel insurance; as well as Life Insurance products.

Direct to consumers (D2C)

Revising and improving content for a more effective flow that guides consumers to convert.

Currently live: Travel insurance flow

Contribution highlights:

  • Crafted Call-to-action design guide for nurturing EDMs to push life insurance products

  • Conduct A/B testing and dipstick guerrilla testing for Motor insurance

  • Suggestions to enhance copy through rigorous testing

 

Case study: Reducing high drop-off rates in motor insurance flow

The drop-off rates for particular pages in the direct-to-consumers customer flow in June/July 2024

The problem:

  • To investigate the high drop-off rates on the policyholder details, additional details, and review pages within the car and motor insurance purchase journey.

  • Identified some friction points in the user journey including terminologies that were incomplete, obscured by jargon, and inconsistent.

Methodology:
Map out user journey > Build hypothesis > Perform dipstick testing to get quick insights > Recommend solutions to optimise user flow

Mapping the user journey to evaluate and hypothesise on dropoff reasons.