FWD INSURANCE
Brand voice and experience design.
For a fintech challenger disrupting giants.
Built around the needs of customers.
Rooted in simplicity, scalability and speed.
The challenger brings us a challenge
FWD wanted to be Asia's first fully-online, direct-to-consumer insurance platform.
In a category full of long-established giants.
But that wasn’t the biggest problem.
Research showed high disapproval for the whole industry.
Put simply, people hated getting insurance.
Nobody wanted another insurance brand.
Our answer: Love the haters
We rooted our approach in a simple (if hurtful) category truth:
No one wanted to spend time on insurance. Ever.
Our task was not to make customers love us with a delightful brand personality and a highly engaging experience.
It was to help them get what they need and leave — as quickly as possible.
Laying the foundations
Resisting the urge to jump in and start building, we took a step back.
We knew from experience that without a vision, the path would become harder as we went, every tactical decision turning into a debate. A blocker.
So, we spent time on customer research and cross-functional workshops.
For a clear brand identity — with simple, practical principles to guide us.
Designing for the haters
We set ourselves an ambitious north star CX metric:
Let customers get any insurance quote in 60 seconds.
5 products. 10 markets. Zero BS.
Our voice had to work from Vietnam to Japan.
Our copy had to be understood regardless of financial and digital skills.
With our principles, I guided our copy team and local agencies to build the CX.
Simplifying products, designing with progressive disclosure, optimising for speed.
Testing and iterating until users could zip through prototypes in 60 seconds.
KPIs? Sorted in 4 weeks.
Within a month of launch, FWD had hit their targets.
For the whole year.
With a quote-to-conversion rate of 23%.
1 in 4 users bought it — 8 times the industry average.
And our CX goal of delivering in 60 seconds?
One customer set a record of 24 seconds.
Awards & credits
CX Asia Awards 2017
Winner, Best Customer Experience (Insurance)
CX Asia Awards 2017
Highly Commended, Best Customer Experience
Global Innovation Awards 2018
Gold, Harnessing the power of technology
Agency: Dentsu Creative Singapore
Executive Creative Director: Stan Lim
Associate Creative Director: Abhishek Prasad
Sr Art Director/UX Designer: Anushka Yadav
Art directors: Brenda Li, JM Tan
UX writer: Samantha Tan
Copywriter: Dionne Lee
Technology Director: Fauzi R.
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