AIA Rebrand
web content
Transforming Asia’s largest insurer into a high-performance lead-gen machine, we redesigned AIA’s website to serve 18 diverse markets with a scalable, data-driven platform. By seamlessly integrating design and technology, we created a personalized, intuitive web experience that adapts to user needs while driving business growth.
PM: Derik Ng Design/UX Lead: Justin Cheung Content Lead: Bryan Adler Chen
Discovery
We started off by taking a deep dive into how AIA’s competitors are doing things and discovered a few trends from our competitive and comparative analysis. We also conducted high-level audits, search intent discoveries, and interviews to determine content gaps and communication approaches.
Finding the right voice
Through our user interviews, we also discovered a host of pain points, ranging from intimidating language to cumbersome navigation. These pain points not only failed to enforce AIA’s brand persona as a mentor, but also discouraged users from exploring the site and its products, heavily impacting conversion, upsell, and cross-sell. In order to bring AIA’s brand personality of a mentor to life, we reflected on foundational themes that a mentor would embody and worked those themes into our design philosophy throughout the website.
The site
The final product was a web experience that listens intently and provides guidance, much like a real-life mentor. Through interactive components and modular features, the website creates a user profile, which would then adaptively curate its content based on said profile for an intuitively personalized and relevant browsing and purchasing experience.
