mPOS UI/UX Redesign

Overview

Great Eastern Singapore provides its agents with a mobile Point-of-Sale (mPOS) iPad application to support customer engagement, financial planning, and insurance sales. The platform enables agents to manage customer profiles, conduct fact-finding sessions, generate sales illustrations, and submit insurance proposals in a single workflow.

As Singapore is a leading financial services hub, the business identified an opportunity to elevate the financial planning experience within the app to drive stronger engagement and improve conversion outcomes.

The Challenge

Despite having a comprehensive feature set, the in-app financial planning module “Financial Storyboard” saw low adoption and minimal engagement from agents. The interface was complex, information-heavy, and lacked clear guidance, making it difficult for agents to confidently use the tool during live client discussions.

This resulted in:

• Underutilized planning features.
• Increased cognitive load during sales conversations.
• Missed opportunities to clearly communicate financial insights to customers.

The Goal

Redesign the Financial Storyboard experience to:

• Increase agent adoption and engagement.
• Simplify complex financial information.
• Support clear, guided conversations between agents and customers.
• Maintain alignment with existing brand guidelines and business requirements.

Research & Analysis

I reviewed the existing interface and mapped current user flows to identify friction points within the financial planning journey. Key issues included unclear progression, dense data presentation, and limited interaction cues during planning discussions.

Insights from this analysis informed a design approach focused on clarity, flow, and conversational usability.

The Solution

The redesigned Financial Storyboard emphasizes simplicity, structure, and confidence during agent-customer interactions. While respecting Great Eastern’s brand guidelines, the experience was refined to be:

• Cleaner and more visually structured.
• Easier to navigate during real-time discussions.
• More informative without overwhelming the user.

New and improved interactions were introduced to support smoother transitions between planning scenarios, enabling agents to guide customers step-by-step through financial decisions with greater ease and clarity.

Outcome

The redesigned experience transformed Financial Storyboard into a more practical and engaging planning tool. Agents were better supported during consultations, customers gained clearer financial insights, and the overall planning conversation became more focused, interactive, and confident—supporting stronger engagement and improved conversion potential.

Overview

Digital Advisor Suite (DAS) is an in-house product developed for insurance agents and financial advisors within the insurance market. The platform was created to streamline daily sales operations by consolidating fragmented tools into a single, cross-platform application.

The Challenge

Insurance agents relied on multiple disconnected applications to manage sales, client data, and transactions. These tools were often slow, visually outdated, and inconsistent across devices, leading to inefficiencies and poor user adoption. Agents needed a solution that could support their workflows without adding complexity.

The Goal

Design a unified, scalable platform that:

• Meets the needs of diverse user groups across different markets.
• Works seamlessly across multiple devices.
• Improves performance, usability, and engagement.
• Reduces reliance on multiple standalone applications.

Research & Insights

Through user interviews and research sessions with insurance agents and financial advisors, several recurring pain points emerged:

• Slow and unreliable application performance.
• Uninteractive and unintuitive UI.
• The need to switch between multiple apps for different tasks.

These insights shaped both the product architecture and the interaction design approach.

The Solution

DAS brings essential tools into a single, integrated application. The product provides users with:

• A centralized dashboard for tracking performance and activities.
• An embedded point-of-sale system to support sales workflows.
• A consistent, responsive UI across desktop and mobile devices.

By focusing on clarity, performance, and workflow efficiency, DAS reduces friction and enables agents to complete tasks faster and with greater confidence.

Outcome

The final solution simplified agents’ daily workflows by replacing multiple fragmented tools with one cohesive platform. DAS improved usability, reduced cognitive load, and delivered a more reliable and engaging experience aligned with real user needs.