I'm a designer who bridges product vision and business objectives through strategic design thinking. I thrive on understanding complex problem spaces, mapping user journeys, and identifying critical gaps that need resolution. I enjoy insights and requirements into intuitive, impactful designs that create meaningful experiences for users.

Users visit the customer portal with clear intent to complete specific tasks—primarily submitting claims or making payments. However, current navigation structure creates friction in their journey. Users struggle to locate these essential features, which are nested within the Services tab, and lack clear understanding of how content is organized within this section. This navigation confusion prevents users from efficiently completing their primary objectives, leading to frustration and potential task abandonment.

Customer analytics revealed a critical navigation barrier: users were unable to locate their recently applied or purchased policies within the digital platform. This visibility gap created a cascade of negative impacts—frustrated customers contacted the Singlife Hotline seeking policy updates, only to learn their applications were still in processing. The disconnect between users' expectations for real-time digital transparency and the platform's actual functionality generated unnecessary friction at a crucial touchpoint in the customer journey, ultimately degrading user experience and increasing support costs.

We identified a significant drop in the Singlife CareShield sales funnel. This prompted targeted research and redesign initiatives to enhance user experience and boost product sales. Through this initiative we looked into customer journeys, translating quantitative and qualitative data along with research studies, helping us make informed decisions into our final design.