Prudential
Designing a WeChat-first digital insurance experience
Overview
Pramerica Fosun Life, Prudential’s joint venture insurance brand in China, partnered with us to support their digital transformation through a suite of WeChat-first insurance products.
As their external design partners in China, we led the end-to-end design process, from research and UX strategy to UI design, design systems, localisation, and developer handoff.
As their external design partners in China, we led the end-to-end design process, from research and UX strategy to UI design, design systems, localisation, and developer handoff.
The Challenge
Insurance products are often complex, difficult to navigate, and challenging to communicate clearly in digital environments.
Our client needed customer and recruitment experiences that could simplify decision-making, build trust, and perform effectively within the constraints of the WeChat ecosystem.
We focused on improving how customers discover and purchase insurance, while also improving new agent recruitment.
Our client needed customer and recruitment experiences that could simplify decision-making, build trust, and perform effectively within the constraints of the WeChat ecosystem.
We focused on improving how customers discover and purchase insurance, while also improving new agent recruitment.
Research Methods
We conducted user research to better understand customer and agent needs across key journeys. Our process included persona creation, competitor analysis, service blueprinting, and clickable prototype usability testing.
By analysing existing insurance platforms, we identified feature gaps, usability pain points, and opportunities to create more intuitive, conversion-focused experiences.
By analysing existing insurance platforms, we identified feature gaps, usability pain points, and opportunities to create more intuitive, conversion-focused experiences.
Customer Insurance App
We designed an all-in-one WeChat H5 insurance platform that simplified product discovery, quoting, application, and policy purchase.
Each product page was structured to make complex insurance information easier to understand through clear layouts and engaging visuals.
Each product page was structured to make complex insurance information easier to understand through clear layouts and engaging visuals.
Key features
- Product overview pages
- Real-time quick quote calculators
- Application forms with identity card scanning for autofill
- Seamless WeChat payment
- Instant policy issuance
To support future scalability, we also developed reusable product page templates that helped to launch additional insurance products more efficiently.
