YAP MAY HON

About the project
The Great Eastern app has been released in Singapore since July 2020 allowing customers to manage their Investment-Linked Policies (ILP) through their mobile devices. After the success of its launch, Great Eastern Life Indonesia (GELI) wanted to launch the app and its services to their local market.

My role in this project was to re-design the Great Eastern’s app to accommodate for GELI’s ILP products and to support my design lead on the policy viewing (ILP specific) feature.

Objective
• Enhance or localise the existing ILP features such as Fund Switch, Redirection and Withdrawal
• Include a new ILP feature (Auto-switch - allows two type of auto transaction, active or passive)

Challenges
Investment-Linked Policies (ILP) vary in the types of funds and compliance policy applied in each country. While the design interface would not require a drastic change, the operations flow applied throughout the app would need to accurately follow the local legal and compliance policies. In the first few weeks, the project team and I meet up for multiple review sessions to determine how the data could flow between their back end system and the app. As the operations team was the lead on this project, they were not quite familiar in working for digital transformation and I had to rely on the Customer Experience team in GELI to fill in the blanks.

As for the auto-switch feature, it was new and still in its development stage. We also had no product expert as they had left the company which left us with a lot of uncertainties with the feature. In order to start a conversation on the design, I used whatever existing information that was available to design the workflow.

Market Research
Together with my Business Analyst, we did a market research on robo-advisor apps (Eg. Syfe, Stashaway, Bibit and Ajaib).

Purpose of research
- find any similarity between the apps in terms of how information is delivered
- review similar features as auto-switch and use it as a reference to refine the product

User Testing
Using the refined screens, we tested the localised flow with internal/external financial experts and a random group who has none to little knowledge of investment.

Main goals of testing
- monitor if user understands how to proceed with the transactions with the provided content
- are there any pain points and what would help to smoothen the transaction
- can user complete the transaction without looking for the customer service icon

From the user test, I’ve categorised 4 types of personas:

Important takeaways
From the market research and user testing sessions, I have come to some realisations:
- with investment transactions, most users take their time in understanding the screen and the required action
- including more notes throughout the screens has helped users feel more informed in proceeding with their transaction
- the ‘auto-switch’ feature was not intuitive enough
- a breakdown of the withdrawal fees and charges would be helpful in setting expectations of the final withdrawal amount

Rework
After the user testing session, I changed the the auto-switch flow from a single service, to a part of the Fund Switch (Auto-switch) and Redirection(Auto-Redirection). This new flow would help user to select the type of service, which is more intuitive, and then to select if they would want to perform a manual (one-time) transaction or set/manage their auto (recurring) transaction.

Design process
As most of the base design existed from Singapore’s Great Eastern app, I used mid-fi screens to validate the flow with the project team via Miro and proceeded to refine the hi-fi screens on Sketch.

Design & Tools
Sketch, Miro & Zeplin

Project update:
As of to date, this project is still in development stage.