The original Thai interface is retained to reflect the real product experience designed for the local market.
An end-to-end product redesign of TrueMoney Insurance, spanning the insurance landing page, a new My Policy experience, and service icon redesign. Working closely with cross-functional teams and external insurance partners, I led UX from discovery to launch, balancing business goals, user needs, and technical constraints.
Project Context
Business Goals
Insurance was identified as one of TrueMoney's strategic growth initiatives for Financial Year 2025, with goals to improve customer acquisition, increase engagement, launch My Policy, and strengthen customer retention. This project focused on translating those business objectives into a seamless end-to-end insurance experience across discovery, purchase, and policy management.
Increase Conversion
Improve the insurance purchase journey and encourage monthly insurance adoption.
Launch My Policy
Enable customers to manage policies directly within the TrueMoney app.
Increase Retention
Create a post-purchase experience that keeps customers engaged.
Support Growth
Build scalable experiences that support multiple insurer partners.
Designing Beyond the Purchase Journey — This project wasn't a single feature. It involved redesigning the entire insurance experience across three connected initiatives while aligning business, marketing, engineering, legal, and multiple insurance providers.
01 — Insurance Landing Page
Increase awareness of monthly insurance and improve purchase conversion.
02 — My Policy
Enable customers to manage purchased policies directly inside the app instead of relying on emails or insurer websites.
03 — Insurance Service Icon
Improve discoverability while differentiating insurance from truemoney secure.
My Contribution
Leading the Product Experience
I owned the UX process from discovery through delivery, working closely with product managers, UX writers, business stakeholders, developers, marketing teams, and external insurance partners including Igloo.
Responsibilities
End-to-end UX design
Product discovery
UX research
Stakeholder workshops
Cross-functional collaboration
Usability testing
Design iteration
Executive presentations
Design handoff
Discovery
Balancing Business Goals with User Needs
Every initiative began by understanding both customer expectations and business objectives. Rather than jumping into UI, I collaborated with stakeholders to define requirements, identify pain points, validate assumptions, and prioritise opportunities through research and usability testing.
Activities
Business requirement workshops
Product strategy alignment
Competitor benchmarking
Customer interviews
User journey mapping
Information architecture
Wireframing
Prototype testing
Design iteration
Research That Guided Every Decision
Every major feature was validated with users before implementation.
01 — Landing Page
Understand how customers discover insurance products, differentiate monthly and annual plans, and evaluate new content, including testimonials and product organisation.
Eight participants completed moderated usability sessions covering the landing page, product list, and purchase flow.
02 — My Policy
Evaluate whether users could easily access purchased policies, understand their coverage, complete claim-related tasks, and interpret coverage recommendations.
Five participants completed moderated usability sessions focused on policy management and post-purchase experiences.
03 — Service Icon
Two internal validation rounds (15 participants followed by 12 participants after refinement) helped identify an icon that clearly communicated Insurance while remaining visually consistent with the TrueMoney ecosystem.
Design Solutions
Three Connected Experiences
01 — Revamping the Insurance Landing Page
The existing landing page didn't effectively communicate the value of monthly insurance or guide customers toward the most relevant products.
Solutions
Introduced dynamic campaign labels
Restructured content hierarchy
Added customer testimonials
Added key benefits
Added FAQs
Improved product discoverability
Simplified purchase journey
02 — My Policy
Previously, customers managed policies through email or third-party insurer portals. The new experience centralised policy management inside the TrueMoney app.
Solutions
New My Policy entry point
Policy list
Coverage summary
Claim guidance
Policy details
Insurance recommendations
Buy for someone else
Improved search experience
03 — Insurance Service Icon
The existing shield icon closely resembled TrueMoney Secure, creating confusion. After competitor research and internal validation, the icon was redesigned using an umbrella metaphor to better communicate insurance while aligning with the existing visual language.
Outcome
This project required balancing customer needs with technical, legal, and business constraints.
Multiple insurer conditions
Each insurance provider had different policy structures, claim rules, and data availability, requiring a flexible design system that could accommodate dynamic content.
Cross-functional alignment
Collaborated with Product Managers, Business, Marketing, UX Writers, Developers, and external partners to align priorities throughout the project.
Balancing business and usability
Business objectives focused on increasing insurance adoption, while research highlighted the need for clearer information, simpler navigation, and stronger trust signals.
Delivering a Better Insurance Experience
The project delivered a connected insurance experience spanning discovery, purchase, and post-purchase management:
Redesigned the insurance landing experience
Introduced My Policy as a new in-app feature
Improved insurance discoverability through a redesigned service icon
Conducted three rounds of usability testing with over 40 participants
Presented design recommendations and progress to senior leadership, including the CEO
Established a scalable experience that supports multiple insurance partners and future insurance products
"This project reinforced that designing financial products goes beyond interfaces. Success depended on aligning customer needs, business objectives, and technical constraints while collaborating across diverse stakeholders. It strengthened my ability to lead end-to-end product design in a complex ecosystem and deliver solutions that balance usability with long-term product strategy."
