Transforming the life insurance product experience across 16 markets in Asia
Transforming the life insurance product experience across 16 markets in Asia
AIA Group

Transforming the life insurance product experience across 16 markets in Asia

frog’s new digital design language system for AIA Group, the world’s 2nd largest life insurer, builds a stronger relationship between the company and its customers.
Scalability

Scalability

Insights from Design Research identified local country-specific nuances, as well as consistent regional themes. This enabled frog to build a flexible design framework to ensure relevancy, while increasing speed to market.
Human-Centered Design

Human-Centered Design

To ensure AIA Group's interactions with customers were relevant and simple, frog introduced a human-centered design process. We identified customer archetypes, key journeys and pivotal moments, and leveraged these findings to develop a set of design principles that have been adopted company wide.
Brand Language Extension

Brand Language Extension

Customers are increasingly using their mobile phones to research insurance products, meaning AIA Group’s existing built for print brand guidelines needed to be updated. frog created a new digital design language system with mobile-first elements, including a new typeface.

October 2014
Kicked off with three weeks of intensive design research in Korea, China and Hong Kong. frog helped AIA Group understand local market attitudes to health, life and wellness.
Spring 2015
Designed mobile user journeys for research, self service and claims before scaling the design language up into 10 responsive page templates.
December 2015
AIA Group began to rollout the new design language across 16 markets. It was completed in June 2016.
Our old and new online presence is night-and-day different. For the first time, we now have a unified look and feel across all of AIA Group’s online properties, across all platforms, business lines and country markets. frog’s work has supported us with our mission to build customer confidence and understanding of what we do.”
Simeon Preston
Group Chief Operations Officer, AIA Group

The new AIA Group digital design language makes it simple and easy for millions of people across the Pan-Asian region to access life insurance product information.
TYPE Brand Design Language System Mobile Service
INDUSTRY Finance
SERVICES Experience Strategy
OFFERINGS Brand Design Design Systems Experience Assessment Experience Planning Insights Software and Digital Design