10:37 AM SGT
Singapore Life (SingLife) is the first independent life insurance company to be licensed in Singapore since 1970.
SingLife approached us to streamline a backend portal for its insurance advisers. We redesigned the portal’s interface, enhancing user-friendliness and intuitiveness.
In order to the design for the users, we first had to understand them – SingLife advisers.
SingLife had 3 distinct adviser roles, and each of them used the portal differently. Through learning about their interactions, job scopes and what they needed to work effectively, we identified distinct user roadmaps. In addition, we also spoke with SingLife’s business unit to understand business requirements for the portal. All this information was crucial to the portal’s redesign.
We left all functions intact and redesigned the interface so information was laid out in a more organized and intuitive manner. Unlike SingLife’s customer portal, the adviser portal had to handle a large volume of information. This included policy applications, policy details, and client information.
Our focus was to ensure advisers could get information easily, so ease of use took precedence over interface interactions.
The portal was redesigned to be text-driven. Information was listed in a table, and images omitted. Only content relevant to the advisers would be displayed. This was to facilitate their information retrieval and make it easier for them to track/complete tasks.
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.
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 improved the workflow of SingLife’s advisers, helping them provide better service to their customers.