JIN Design client logo - Singlife

Streamlining a backend insurance portal


Singlife Portal

Project Period





UX & UI Design

SingLife approached us to streamline a backend portal for its insurance advisers.

Singapore Life (Singlife) is the first independent life insurance company to be licensed in Singapore since 1970. 

Singlife approached us to streamline and simplify a backend portal for it’s insurance advisers. We redesigned the portal’s interface, enhancing its user-friendliness and intuitiveness.

Beginning with the user

Before redesigning the portal, we spent time understanding its users – Singlife advisers themselves. To design for the advisers, we had to get to know the advisers.

There were three distinct adviser roles in Singlife – advisers, adviser managers and management. Each adviser role utilized different functions within the portal, and helped us identify the distinct user roadmaps.

We learnt about their interactions with the existing portal, what their job entailed, and what they felt was essential to perform their job effectively. We needed to understand such crucial information to effectively redesign the portal for them. 

We also spoke with Singlife’s business unit, to gather a clear and comprehensive understanding of the portal’s business requirements. 

Defying convention to meet needs

We left all portal functions intact, and redesigned the interface to present information in a more organized and intuitive layout. Unlike Singlife’s customer portal, the adviser portal was designed taking into consideration the large information volume advisers had to deal with. This included policy applications, policy details and client information. 

Our focus was to ensure advisers could use the portal easily to obtain the required information for their next step. As such, the ease at which information could be viewed, took precedence over interface interactions. 

The portal was redesigned to be text-driven, in line with the intent for it to help advisers complete and keep track of tasks. We listed information in a table format, which we found as ideal in the portal’s context. While images would typically be used to liven up such a page, we chose to omit them. We wanted the pages to display only relevant content to advisers, to better facilitate their acquiring of information.

Ensuring consistency for greater ease

We retained a similar overall layout and style as Singlife’s customer portal, so advisers could work easily between both portals if needed. 

We also included a touch of Singlife’s branding in the portal design. This was to help inculcate a sense of loyalty for Singlife’s advisers – whether an adviser, adviser manager, or part of management.

An uncompromised focus on users

We put Singlife advisers at the heart of the portal redesign process. To best serve their needs, we stood by our unconventional approach of incorporating a tabular layout. With the revamped interface, we have helped facilitate the work of Singlife’s advisers, helping them provide improved service to their customers.

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