UI/UX & AI Design Strategist
UX Thought Process & Approach
This project involved designing and delivering a live B2C travel insurance product powered by parametric intelligence. I led the UX approach end to end, aligning business goals, regulatory constraints, and technical dependencies with real customer pain points identified from post-launch insights and market feedback.
I reframed travel insurance from a claims-driven model to a value-driven experience, focusing on moments of uncertainty and disruption during travel. Through qualitative and quantitative insights, journey mapping, and service blueprinting, I identified friction points across the pre-trip, in-trip, and post-trip journey.
Design decisions prioritised clarity, speed, and reassurance — using plain-language coverage explanations, status-based journeys, and proactive notifications powered by real-time flight data. Working closely with cross-functional teams, I ensured the experience was scalable across APAC markets while reducing operational overhead through automation.
The delivered product enables real-time flight monitoring, automated payouts without customer action, and a seamless digital purchase and activation flow, resulting in improved conversion, stronger customer trust, and significant reductions in manual claims handling.
Live product links
1. Zurich Travel Insurance purchase experience: https://www.zurich.com.sg/travel-insurance
2. FlyEasy parametric insurance platform: https://www.flyeasy.zurich.com.sg/login
Explore the full project overview and design process here →