We helped AIA design digital life insurance offers that appeal to customers and make claiming easier.
The challenge
Emerging technologies such as AI, blockchain and VR were pushing insurers to innovate fast, and tech-savvy customers expected digital services. AIA needed to understand customers’ goals and needs before, during and after buying life insurance, the technology they use, and how it shapes buying and managing a policy.
Our approach
We ran in-home interviews in Seoul, Shanghai and Hong Kong. Participants completed prepared tasks for each step of the decision while we observed and recorded their behaviour, which revealed the pain points where customers disconnect from their agents.
The result
We fed the findings and direct user feedback into AIA’s design phase. AIA’s design team used our segment personas to prototype new digital products covering the full purchase journey.
Brand-wide figures reflect the client’s overall performance, not this project alone.
