02— Insurtech · SaaS · Mobile
Ignite - Insurance Sales Platform
Reimagining an end-to-end insurance platform for Southeast Asia
Period2022 — 2024
RoleUX Researcher · Product Designer (end-to-end)
Market4 Southeast Asian countries · ID, VN, MY, TH
Overview
Ignite is the platform agents open every morning before knocking on a customer's door. My job was to make that moment feel calm, confident, and culturally fluent — across four very different markets.
The problem
Agents had to juggle complex products, regulatory variation, and trust-driven sales conversations on a fragmented legacy app that treated all four SEA markets as one. The result: low onboarding completion, weak engagement, and a fragile brand for a company expanding regionally.
My approach
I led the end-to-end product design from research through hi-fi delivery: stakeholder interviews, remote interviews with agents in Indonesia and Vietnam, a competitive audit of seven regional players, and a scalable mobile design system that lets each country flex while staying visually unified.
Cross-cultural design decisions
Trust as the design substrate
Across both ID and VN interviews, agents repeated one word: trust. We treated it as a design material — slower motion, clearer disclosure, photographic content from real local agents, and a typographic system that privileged readability over flourish.
Specialism, not breadth
Most agents specialise in only 2–3 product types. The previous homepage showed everything to everyone. The new homepage learns the agent's specialism and prioritises the products they actually sell — a small interaction model change with outsized retention impact.
One system, four flavours
I built a Figma library where the same components can host market-specific product classification, language length variation, and regulatory disclaimers — so the 4 countries ship from the same source of truth without one country dictating the other's experience.
Relationship-driven business culture
SEA agent networks are deeply social. New Recruitment and Contest modules turned what used to be private sales tools into shareable, community-shaped surfaces — designed for WhatsApp-first sharing patterns rather than email-first ones.
Research
Listening before designing
Before any wireframe, I ran remote interviews with 10 agents in Indonesia and 15 in Vietnam with local researchers. We added a competitive audit of seven regional platforms, mapping flows, feature sets, and disclosure patterns.
Four insights anchored everything that followed: trust is an asset, quality of service is the moat, agents specialise narrowly, and complex products demand heavy training that the previous app was not delivering.
Strategy
From scattered tools to a single agent surface
I reframed the brief from "redesign the app" to "design the agent's working day." That shifted the IA from product-led to journey-led: prospecting → matching → selling → managing → growing.
Each surface inherits a clear principle: prospect screens optimise for speed, sell screens optimise for confidence, manage screens optimise for control.
Craft
Onboarding, homepage, purchase, customer management
Onboarding moved from a long web form to a streamlined mobile-native sequence. The homepage shifted from a passive product list to an informative, personal dashboard. The purchase flow was streamlined with a clearer information architecture. Customer management gained richer profiles and contextual actions.
All four flows ship against the same regional design system, so a country-specific change in Vietnam does not silently break Indonesia.
Onboarding
Before — long sign-up form
After — streamlined onboarding
Homepage
Before — displays insurance products only
After — informative and intuitive
Purchase flow
Before — repeated information, confusing navigation
After — clearer information architecture
Customer management
Before — plain list of basic contact info
After — rich customer data for smarter management
Iteration
Designing the feedback loop
- 0 days
- Survey window after new version launched
- 0+
- Responses received
- 0%
- Satisfaction rate
- 0
- NPS score
I built an in-app survey system that triggers after meaningful events — a completed sale, a finished training — paired with usage data tracking. This means every release lands with a measurable signal, not just a screenshot.
Three new modules — Grow, Recruitment, and Contest — were prioritised directly from this feedback loop, each tying back to a documented agent behaviour.
Outcome
Ignite shipped as a unified regional product with a scalable design system, four new growth modules, and a built-in measurement loop. Most importantly, it gave the regional team a shared language for talking about market differences without fragmenting the product.
Next case
03 · CMB Private Cloud
A unified internal cloud platform for one of China's largest retail banks