CompareFirst
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Landing page of Moneyverse.
2024, ui/ux, user research, user testing, web optimisation, rapid prototyping
As an official collaboration with MAS to improve online insurance literacy, our team of three redesigned CompareFirst.com over 13 weeks, transforming it into a dynamic platform tailored to Singaporean insurance literacy needs. Entrusted with complete creative freedom, we dived into extensive research, user interviews, and testing, ultimately arriving at Moneyverse - an integrated online insurance platform offering personalised, user-centric resources. The intellectual property of this project now belongs to MAS.
outcome
streamlined onboarding
By integrating with SingPass login and SGFindex, our new website enabled a faster and easier insurance retrieval experience. The integration eliminates manual search, with the system seamlessly retrieving insurance policies from partnered insurers like AIA and Great Eastern.
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Singpass Login option.
tailored guidance
Cofi, the website companion, provides tailored help through a universal mobile glossary, saved terms, and curated pop quizzes, helping users navigate insurance with more confidence.
Referencing saved terms again.
Mobile Glossary feature.
Pop quiz feature.
restructured information architecture
Leveraging SingPass login and SGFindex, the "Understanding Insurance" tab identifies and prioritises users’ existing policies in orange, eliminating manual retrieval. It also provides a point of reference for users to kickstart their insurance journey.
The "Review Your Policies" tab provides clear benchmarks based on similar demographic profiles, emphasising the importance of timely evaluations as premiums are time-sensitive - especially for those new to insurance.
The last tab, "Discover Policies", is for users who are interested in expanding or optimising their coverage. They can customise the filter based on coverage, premium type and more before they are presented with the insurances that fit their requirements.
The "Review Your Policies" tab provides clear benchmarks based on similar demographic profiles, emphasising the importance of timely evaluations as premiums are time-sensitive - especially for those new to insurance.
The last tab, "Discover Policies", is for users who are interested in expanding or optimising their coverage. They can customise the filter based on coverage, premium type and more before they are presented with the insurances that fit their requirements.
Personalisation in "Understanding Insurance"
Tailored, objective numbers in "Review Your Policies"
Filter function in "Discover Policies"
closing thoughts
Collaborating with MAS came with unique challenges that require a balance of creativity with strict regulations. These constraints pushed me to think more critically and innovate within boundaries, ultimately enhancing my understanding of designing for impactful, user-focused solutions. Facilitating and engaging stakeholders in the co-design workshop was a great experience that enhanced my appreciation for juggling diverse perspectives.
I am immensely grateful to have had the opportunity to experience and take on this project. What I learnt and experienced in this project will stay with me for a long time.
PS: More features that are not shown here. If you are interested, hit me up below for a full breakdown!
I am immensely grateful to have had the opportunity to experience and take on this project. What I learnt and experienced in this project will stay with me for a long time.
PS: More features that are not shown here. If you are interested, hit me up below for a full breakdown!
process
initial desktop research
Our team quickly delved into the complexities of insurance, researching on insurance terms, claims processes, Singaporeans' sentiments on insurance and religion's impact on insurance.
Amongst those, we did an Ecosystem Value Proposition (EVP) to better understand Singapore's insurance ecosystem, along with a lesson from an industry expert.
Amongst those, we did an Ecosystem Value Proposition (EVP) to better understand Singapore's insurance ecosystem, along with a lesson from an industry expert.
EVP.
CompareFirst website audit
An in-depth audit of CompareFirst's user interface and journey was conducted to identify key issues and design more targeted solutions.
i) overwhelming UI
Fast-forwarded carousels and overwhelming colours and text are some examples.
CompareFirst's original landing page.
ii) technical jargons
The jargons on the landing page such as "Coverage Term" and "Direct Purchase Insurance Products" makes it overwhelming for first-time insurance users.
When on the insurance selection page, terms like "Level Sum Assured", "CPFIS Premium Payment" all assumes that users have prior knowledge.
When on the insurance selection page, terms like "Level Sum Assured", "CPFIS Premium Payment" all assumes that users have prior knowledge.
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CompareFirst's insurance selection page.
iii) poor information architecture
Key features, like "Glossary", are buried in dropdown menus. Redundant navigation within them can confuse users. Additionally, breadcrumbs are misleading; for instance, the breadcrumbs imply that clicking "Getting Started" brings the users two levels deeper when it only takes users one level down.
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Hidden glossary with redundant navigation.
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Poor breadcrumbing practice.
user interviews
6 personas, 9 interviewees, 9 discussion guides. Focusing on breadth early on, we recruited a large variation of users, ranging from students to working adults to a retired mother. Tailored interview guides were made for each of them, ensuring that each interview is maximised.
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Our 1st interviewee.
Our 8th interviewee.
co-design workshops
We held workshops with stakeholders from MAS and private insurance companies to further refine and validate our prototypes. The workshops gave us valuable industry-specific insights that were incorporated in our final iterations.
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Co-design workshops.
prototyping and testing
Continuous wireframing, prototyping and most importantly, user testing, were done throughout our design process.