AIA Insurance
Building smarter tools for advisor collaboration
Product Design
Interaction Design
Prototyping
AIA Insurance
Building smarter tools for advisor collaboration
Product Design
Interaction Design
Prototyping
AIA Insurance
Building smarter tools for advisor collaboration
Product Design
Interaction Design
Prototyping
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An interactive prototype of the policy builder that was used to test with advisors.
Challenge
AIA wanted to modernise its advisor portal to keep pace with competitors and improve the experience for advisors and their clients. The existing portal was outdated, missing features that rival insurers already offered, and advisors often fell back on manual processes, including calling AIA underwriters directly, to get things done.
The business needed a vision for a portal that would boost advisor efficiency, improve client conversations, and re-establish AIA as a leader in the market.
KEY CHALLENGES
01
The old advisor portal was outdated and lacked critical features
02
Competing insurers offered more advanced, user-friendly platforms
03
No clear vision existed for how the portal could better support advisors in future
04
Advisors relied on inefficient workarounds, including manual processes
Challenge
AIA wanted to modernise its advisor portal to keep pace with competitors and improve the experience for advisors and their clients. The existing portal was outdated, missing features that rival insurers already offered, and advisors often fell back on manual processes, including calling AIA underwriters directly, to get things done.
The business needed a vision for a portal that would boost advisor efficiency, improve client conversations, and re-establish AIA as a leader in the market.
KEY CHALLENGES
01
The old advisor portal was outdated and lacked critical features
02
Competing insurers offered more advanced, user-friendly platforms
03
No clear vision existed for how the portal could better support advisors in future
04
Advisors relied on inefficient workarounds, including manual processes
Challenge
AIA wanted to modernise its advisor portal to keep pace with competitors and improve the experience for advisors and their clients. The existing portal was outdated, missing features that rival insurers already offered, and advisors often fell back on manual processes, including calling AIA underwriters directly, to get things done.
The business needed a vision for a portal that would boost advisor efficiency, improve client conversations, and re-establish AIA as a leader in the market.
KEY CHALLENGES
01
The old advisor portal was outdated and lacked critical features
02
Competing insurers offered more advanced, user-friendly platforms
03
No clear vision existed for how the portal could better support advisors in future
04
Advisors relied on inefficient workarounds, including manual processes
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A preview of the quote builder using progressive disclosure to keep options relevant to the user’s selections.
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A client detail page, from here advisors could edit client details, track recent applications and update existing policies.
Solution
We spent several weeks with advisors, running workshops and interviews to understand their needs and pain points. Working closely with a business analyst and stakeholders across the business, we mapped user flows and explored how the portal could work as both a management tool for advisors and a client-facing platform.
From early hand-drawn sketches, we moved through wireframes to high-fidelity interactive prototypes in Axure, testing directly with advisors at each stage. The standout outcome was the policy builder: a visual tool that turned policy creation into something advisors could walk clients through in real time, explaining and configuring cover together rather than working from static quote documents.
We presented the concept and the full advisor journey to senior stakeholders, showing not just the redesigned screens but how the day-to-day advisor experience could change.
Solution
We spent several weeks with advisors, running workshops and interviews to understand their needs and pain points. Working closely with a business analyst and stakeholders across the business, we mapped user flows and explored how the portal could work as both a management tool for advisors and a client-facing platform.
From early hand-drawn sketches, we moved through wireframes to high-fidelity interactive prototypes in Axure, testing directly with advisors at each stage. The standout outcome was the policy builder: a visual tool that turned policy creation into something advisors could walk clients through in real time, explaining and configuring cover together rather than working from static quote documents.
We presented the concept and the full advisor journey to senior stakeholders, showing not just the redesigned screens but how the day-to-day advisor experience could change.
Solution
We spent several weeks with advisors, running workshops and interviews to understand their needs and pain points. Working closely with a business analyst and stakeholders across the business, we mapped user flows and explored how the portal could work as both a management tool for advisors and a client-facing platform.
From early hand-drawn sketches, we moved through wireframes to high-fidelity interactive prototypes in Axure, testing directly with advisors at each stage. The standout outcome was the policy builder: a visual tool that turned policy creation into something advisors could walk clients through in real time, explaining and configuring cover together rather than working from static quote documents.
We presented the concept and the full advisor journey to senior stakeholders, showing not just the redesigned screens but how the day-to-day advisor experience could change.
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The Projections screen gave advisors a visual way to show clients the potential discounts available through AIA’s different offerings.
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The quotation summary that advisors could generate from the policy builder for clients.
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The cover summary panel that builds as options are selected in the policy builder.
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From the policy builder, advisors could launch directly into the client application form to apply directly with AIA.
Outcomes
The interactive prototypes turned an abstract modernisation brief into something stakeholders could see, react to, and plan around, giving leadership a tangible basis to evaluate, cost, and prioritise the rebuild.
For advisors, the policy builder stood out as the clearest improvement: a real-time, visual way to build cover with a client in the room, replacing a process that previously relied on manual workarounds and back-and-forth with underwriters. As a strategic vision project, its job was to make the case for that future state, and the response from advisors and stakeholders made that case clearly.
Outcomes
The interactive prototypes turned an abstract modernisation brief into something stakeholders could see, react to, and plan around, giving leadership a tangible basis to evaluate, cost, and prioritise the rebuild.
For advisors, the policy builder stood out as the clearest improvement: a real-time, visual way to build cover with a client in the room, replacing a process that previously relied on manual workarounds and back-and-forth with underwriters. As a strategic vision project, its job was to make the case for that future state, and the response from advisors and stakeholders made that case clearly.
Outcomes
The interactive prototypes turned an abstract modernisation brief into something stakeholders could see, react to, and plan around, giving leadership a tangible basis to evaluate, cost, and prioritise the rebuild.
For advisors, the policy builder stood out as the clearest improvement: a real-time, visual way to build cover with a client in the room, replacing a process that previously relied on manual workarounds and back-and-forth with underwriters. As a strategic vision project, its job was to make the case for that future state, and the response from advisors and stakeholders made that case clearly.
Credits
Role
Product Designer
Client
AIA Insurance
Agency
Paper Giant
Year
2020
2020
Team
Leah Cunningham
Ernez Dhondy
Lara Moor
Other work
Other work
Other work