Making insurance feel simple

Web & Mobile · Oct 2025 - Present

Affina

Brand & Product Transformation
· Scalable design system and
AI-enhanced workflow

My Projects

Designing clearer insurance and healthcare experiences

I worked across Affina's digital ecosystem, simplifying insurance journeys, evolving an existing design system toward a more healthcare-oriented experience, refining interfaces beyond handoff, and keeping the product language consistent across digital touchpoints.

Role

UI/UX, product system, brand foundation

Scope

Web, mobile, design system, AI workflow

Outcome

Clearer journeys and stronger brand consistency

The work

From fragmented touchpoints to one scalable system

The project moved across product flow, UI implementation, brand foundation, and system consistency. I framed the work around four design challenges so the case study can show what changed and why.

Challenge 01

Turning an offline sales journey into an AI-assisted online experience

How can users move from many products, benefits and conditions toward a confident next action?

Challenge 02

Evolving the system for healthcare.

How could Affina become warmer and more healthcare-oriented without creating an entirely new design system?

Challenge 03

Maintaining design ownership beyond handoff.

How could hierarchy, spacing and interactions remain strong once the interface moved into the browser?

Challenge 04

Scaling one visual language across touchpoints.

How could product, website, partners and campaigns feel part of the same ecosystem?

Challenge 01

Turning an offline sales journey into an AI-assisted online experience

Business context

Affina wanted to move more of its insurance journey online.

Our solution

Instead of simply digitising the sales form, we built an AI-assisted journey that narrowed choices, recommended suitable plans, and made comparison easier.

46%

were open to buying insurance online.

Source: IXT by OneDegree, 2022

43%+

in Vietnam and Thailand still valued agent support when going digital.

Source: Swiss Re Institute, 2021

What I worked on

I redesigned and refined key web journeys across Affina, working closely with Product, business stakeholders and developers to make complex insurance flows clearer, smoother and easier to complete.

Designed and reworked key user flows

Simplified steps, content hierarchy and interactions across existing web journeys

Collaborated across Product, business and development

Aligned user needs, business requirements and technical constraints before bringing flows into production

Translated the design system into consistent web experiences

Defined responsive behavior, interaction states and reusable UI patterns across screens

Tested real flows and iterated after implementation

Reviewed usability, visual consistency and edge cases, then refined the experience with developers

Implemented selected front-end UI refinements with HTML/CSS

Worked within the existing WordPress and plugin foundation while partnering with developers on backend or plugin-level changes

How I solved it

I broke the decision into smaller, clearer steps.

SurveyRecommendCompareComplete InfoPurchase

Survey

Start with less friction

I made the survey accessible directly from the homepage. Users can open it in a modal and start without leaving the page.

The survey asks only what's needed:

Insurance type -> Gender -> Date of birth -> Budget -> Main & additional benefits -> Preferred insurers

Recommend

Make the best options easy to scan

I surfaced 3 recommended plans

Highlight the best-fit plan first
Show price and key benefits upfront
Keep "Why this plan?" inside the card without taking extra space
Make differences between plans easy to scan

Compare

Make complex benefits easier to compare across web and mobile

Keep the same 3 plans from recommendation
Group benefits into clear rows
Highlight meaningful differences
Use status and "Best choice" cues for faster scanning

Challenge 02

Evolving the Design System for Healthcare

Preserve the core

Kept the existing component structure, primitives and alias tokens to avoid unnecessary rebuilds.

Evolving the system for a new care direction

Updated foundation values and extended components with flexible slots to support the new Care direction.

Handoff & maintain

Documented naming conventions, exported CSS values for IT, and tracked future changes through a Figma change log.

From system to product

Documented naming conventions, exported CSS values for IT, and tracked future changes through a Figma change log.

Challenge 03

Rebuilding the Brand Foundation

Turning customer insight into a brand system

Affina's customer data showed a strong female audience, especially among younger health customers and young parents. The brand needed to feel more relevant to women without losing its youthful, energetic character.

Founder direction -> Solution

The founder wanted the brand to feel more relevant to women without losing its youthful, energetic character. I translated that direction into a visual foundation that could scale across product and communication.

Logo usage

Before