Great Eastern Website
Page template optimisation to increase lead generation and engagement
THE OVERVIEW
Great Eastern is a trusted name in insurance. For over a century, Great Eastern has been at the forefront of Asia’s insurance industry, providing financial security and peace of mind to millions.
As part of its digital transformation, Great Eastern was optimising some of its website templates to improve customer experience and deliver a higher on-site engagement and conversion, across all devices.
MY ROLE
Stakeholder Interviews
Online Survey
UX Audit
Competitor Analysis
DURATION
Sept 2018 - March 2019
(6 months)
TEAM
1 UX Director
1 UX Designer (myself)
1 Senior UI Designer
THE DELIVERY
FIND THE RIGHT PRODUCT PAGE
GOAL
OUTCOME
To eliminate confusing product category, product names and poor visual hierarchy of text information
Lead UI designer and I collaborated and agreed upon a polished design that gave prominence to the individual categories
PRODUCT DETAIL PAGE
GOAL
To address the client’s pain points of lack of ability to populate a page template according to the products’ content
OUTCOME
The redesign restored the ability to produce the template with various content modules, and distinctive call-to-action buttons
FIND A DISTRIBUTION REPRESENTATIVE PAGE
GOAL
To address the client’s pain points of a poor listing view of agents and lack of clear call-to-action buttons
OUTCOME
Fixed the page template by the redesign of a randomization agent name listing with each load, and clearer call-to-buttons
