Stories&Project
SCB Protect
Insurance website
Revamping the SCB Protect website for 100% online insurance sales, accessible through the website or mobile banking app. SCB Protect is a business unit of SCB, one of the leading banks in Thailand, specializing in online insurance brokerage. However, it is not yet widely popular.
UX/UI Design
Mobile

Project overview

The SCB Protect project involved revamping the online insurance purchasing website
to ensure that end-users could easily complete their purchase orders. The goal was to simplify the product narrative to prevent user drop-offs before viewing details. The team decided to redesign by reprioritizing content and adjusting the UI style to reduce overwhelming elements, aligning with target audience insights. Additionally,
a questionnaire feature was added to help beginners find suitable insurance products.

Creative Process

Research & User interviews
Competitive Analysis
Creative Development
Validation
Implementation
Results

Responsibility

Research & Analysis / CONCEPT
WEB DESIGN (Mobile Size)  
Questionnaire illustrate & Logic
Validation

Creative Team

Client
SCB Protect
Product
SCB Protect Website
Project timeline
6 month
Role
UX/UI Designer
Design team
Makorn, e.Earth, Dino
team
Mia Collaboration co.ltd.,
        Data indicated that the majority of the target audience comprised company employees, who had the highest likelihood of successful purchases.          
        Given limited time, the team started with competitor research and focus group interviews. The focus group interviews included three segments of white-collar workers who had previously purchased insurance online: first jobbers, mid-level employees, and senior-level employees.
        Key behavioral insights revealed:
        1. Most customers preferred insurance where agents did not impact future benefits.
        2.Users visiting the website often had a specific type of insurance in mind.
        3.Platform credibility and reviews influenced their search and continued product exploration.
        4.Product comparison was essential for users to validate their decision and ensure they were choosing the best value.
The Home page redesign focused on prioritizing new content, de-emphasizing certain elements, and aligning the UI style for consistency. Additional essential content was incorporated,
such as a “Find Suitable Insurance” button (the purple button in the middle of the screen)

Find Suitable
Insurance

Questionnaire "Find Suitable Insurance" The task involved setting up the logic to filter over 2,000 insurance options to match user needs as accurately as possible. The goal was to enhance the user experience by making the questionnaire enjoyable and incorporating personalized elements. This approach aimed to make the process engaging and encourage users to share their results, thus boosting platform engagement.

Validation with

   + 70 Online participant
   + 10 Offline participant
We conducted validation on the design focusing on usability, comprehension, usefulness, and UI style options. The feedback indicated the need for improvements in certain areas of usability that were causing confusion. Additionally, the product narrative needed to be more impactful
        The team incorporated the feedback and developed the final design, delivering an MVP that included the scope of the Homepage, review page, product type landing page, product detail page, and questionnaire. These covered all three categories of insurance: personal accident, travel insurance, and critical illness.

        The deliverable was provided in the form of user flows to the client’s in-house design team and the development team for further implementation. The website began rolling out certain product types in July and received positive feedback from users.
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