Streamlining Prudential Agents’ application, Reducing Completion Time by 75%

Overview

Prudential Life Assurance, a leading insurance company in Thailand faced significant challenges with its agent-facing sales tools. The tools were outdated, linear, and cumbersome, making it difficult for agents to efficiently sell insurance and other products.

Form-filling processes were time-consuming, lacked critical functionalities like saving progress or navigating between sections, and often required rework. Additionally, the system’s limited integration with other tools hindered agents’ ability to offer multiple types of insurance products effectively, further slowing the sales process.

Our Solution

Our user-centric solution directly tackled key pain points by focusing on a comprehensive UX/UI redesign of Prudential's critical platforms, EPOS and PRUExpress. Informed by two years of in-depth user research, our dedicated team of four UX/UI designers helped streamlined workflows and empowered sales representatives.

In addition to the development and optimization of tools and systems, with a significant focus on the Prudential EPOS platform used by sales agents for application submissions. Our team strategically integrated EPOS with PRUExpress, with an aim to create a seamless and intuitive application pipeline.

Our Approach

Our approach focused on collaboration and expertise. Our team played a pivotal role in driving collaboration across departments, aligning product teams, sales agents, and other stakeholders to ensure the tools addressed real-world challenges. Leveraging our design expertise, we delivered a comprehensive design system that served as a guideline for future iterations and new digital assets, fostering consistency across platforms.

Challenges we overcame

Despite prioritization conflicts and limited time for iteration, our team successfully delivered an impactful solution. The iterative design process, combined with close collaboration and clear project management, ensured the tools met agents' needs while aligning with the company’s strategic goals.

Other key areas of improvements include:

1. Time Savings

We conducted user interviews to identify pain points in the user workflow and improved the interface of the insurance form and tools to make it easier for agents to use and complete the task more quickly. Reducing the complexity of the application process the form completion time reduced from 1-1.30 hours to 20-30 minutes.

2. Reduced Drop-offs

We conducted research and interviews focused on the data side, including sales data survey, to gather insights for improving the interface.  A simplified pending payment process and an improved application tracking system create a more intuitive user interface, enhancing the user experience and reducing drop-off rates.

3. Improved Productivity

We refined button states and interaction design, eliminating selection and navigation issues to make interactions more intuitive. We also helped visualize sales performance and application statuses while improving the error handling and feedback systems that notified sales reps when tasks have been completed.

4. Faster Sales Cycles

We improved navigation and usability by enhancing user flow, making key actions more intuitive, such as ID card scanning, package selection, and beneficiary input. Our achievement does not only improve client satisfaction for Prudential but helps connect users to their insurance information faster. Sales representatives can easily manage insurance requests from quote to application submission and policy tracking.

5. Enhanced Customer Experience

We designed a new feature called the "Save for Later", allowing sales representatives to save progress and return to incomplete applications. This reduces frustration and allows them to handle multiple clients efficiently.

We also streamlined sales history management and the pending payment process, making it easier to track application statuses. Additionally, we improved the visualization of sales performance and application progress, helping users make more informed decisions.

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