United Overseas Insurance
My Role
Idea Development
Information Architecture Planning
Creative Development
Keywords
Web Design
UX Research
User Journey
This project involved a complete revamp of the United Overseas Insurance (UOI) website to align with the current branding guidelines of its parent company, United Overseas Bank (UOB).
Year
2023
I was responsible for conducting a comprehensive review of all insurance products offered by United Overseas Insurance (UOI), with the aim of understanding customer needs and behavior.
This involved analysing product structures, identifying user pain points, and mapping out potential journey flows. Insights from this research were then used to redesign the website’s layout, ensuring a more intuitive information architecture and a seamless user experience tailored to the expectations of both new and existing customers.
The goal was to modernise the user experience, enhance visual consistency across UOB Group’s digital platforms, and improve usability and accessibility for a wide range of users.
The redesign incorporated UOB’s latest brand elements—such as typography, color schemes, components, and tone of voice—ensuring it reflects the group’s identity and values.
