Regional public website revamp for an insurer
Accenture Song, 1 year
Background
This multinational insurance company and financial services provider was planning for a large-scale revamp for all 10+ markets in the region, from emerging markets to matured ones
Emerging markets
Vietnam, Cambodia, Malaysia
Matured markets
Singapore, Hong Kong, Japan
Project Team
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2 UX designers (1 UX in the later stage)
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2 UI designers
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Business Analysis lead
My role
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To deliver an extraordinary and consistent digital experience all the markets
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To create fully responsive websites with a modular and scalable framework using AEM
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To define, design and test templates and components to display the new brand identity
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To collaborate with regional PO and regional design team from client side directly
This revamp project lasted for a year with 5+ releases. In this case study, however, I would like to highlight the key moments and learning only.
Due to my non-disclosure agreement, confidential information is removed from this case study.
Challenges
Homepage of original public websites across Asia
1
Original PWS were inconsistent across the region, dated and not optimized for mobile
2
The insurer just released the MVP for one of the emerging markets with initial designs of couple of key sections, however those designs
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Were not aligned with the newly launched brand and visual guidelines
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Had never been tested with users
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Were not scalable for markets with different localised needs
3
The internal design team had already defined the Design principles , Art directions, and design of the Information Architecture of the to-be public websites with a max. of 7 menu items
4
The Regional business team and Regional design team were not fully aligned on the future end state
Key milestones in this project
Quick turnaround at the beginning of the projects
Shortly after joining the project, I was responsible for designing the templates for a common "Service" section after conducting desktop research and understanding the project timeline and requirements
Meanwhile, I supported in the guerrilla testing with around 10 friends and colleagues to gather their feedback on the original templates and key flows.
Created wireframes for service section and supported in guerrilla testing session
Based on our guerrilla testing results, we had enhanced the original templates used in MVP, including the homepage and other key components, which were launched to Vietnam market in the second release.
Design and define common templates and components for other emerging markets
While celebrating the successful Vietnam launch, we promptly moved on to design for other markets e.g. Malaysia, Philippines, as well as other key common sections, like Goals, Products, About sections
These common templates and components we defined for emerging markets had also set the foundation for other mature markets.
Conducting user testing with customer
Conducted user testing to inform the design decision for key pages and flow for mature markets
With the completion of the basic components and templates for the common sections, we approach to market-specific needs and more complex requirements from the matured ones e.g. Singapore and Hong Kong.
To understand the customer's needs, in addition to desktop research, we also planned and conducted several rounds of testing sessions with end users.
We conducted around 5 rounds of in-person user/usability testing session to cover different objectives:
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Uncover their needs and pain points while selecting their insurance and investment products.
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Test our designs with users and collect their feedback
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Identify the gaps in the basic common templates
Each session had around 8 participants
Prioritised key needs and features for the tight release timeline
As we iterated the design to address the issue and unmet needs we identified during the testing session, more features were incorporated into the templates.
However due to the release timeline, we were not about to develop and release the end-state templates at that time.
After several back and forth discussions with PO and the internal design team, we prioritised some of the features in the first release of Singapore markets, while some were put in the backlogs for further release.
Enhanced product detail pages based on market feedback
As we launched the new AEM platform with templates and components to more markets, we also received feedback from local business teams, particularly about the product detail page.
Hence, in addition to addressing requirements from local markets, we also re-evaluated and re-designed the common product detail page template.
Original product detail :
Local business feedback :
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Insufficient content area to communicate the product benefits completely
Enhanced version:
Updates:
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Full page layout for a more focused browsing experience
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Provide more content areas to showcase individual product features
While iterating the new product detail page, we also updated the overall navigation pattern and the design guidelines (both defined by the internal team at the early stage), to synchronise the changes across all the public websites.
Outcome
Successfully launched the new public websites to 7 markets
After around 12 months of work we had successfully launched the new public websites for all emerging markets, and 1 mature market. We had also kicked started the work for the rest of the mature markets.
Homepage of the revamped public sites across Asia region
Set the foundation of the design language system(DLS)
To ensure consistency across different digital channels, while creating and refining the designs and components for the PWS I had to closely communicate with the regional design team and design team of other digital channels throughout the projects.
Hence, the components we defined were not only meant for the AEM library for PWS, but they also set the basis of the DLS of the regional design team.
Components library and specifications
Published UXUI guidelines with instructions for local markets
Throughout this project, we had to constantly liaise with the business team to ensure the designs were properly implemented in each local market.
Therefore, before rolling off from this project, my UI designer and I had created well-documented guidelines for each key section, which provide guidance to local markets to ensure a consistent experience across the region.
One of the UXUI Guideline for local markets