FWD Singapore Website

FWD Singapore Website

Make insurance easy to understand and simple to purchase

FWD, a Hong Kong-based insurance provider, was expanding their business to Singapore market. For this new market, FWD had a digitally-focused strategy – all their insurance products will only be available for online purchases. They worked with the digital agency – isobar Singapore – on the design of the new website. In this project, I worked as a freelance UX designer with the isobar team to deliver the UX research and design.

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Competitor Analysis

A competitive research to shed light on best practices in the industry and untapped opportunities.

We focused on two companies that were providing better online experiences – NTUC Income and Direct Asia, as well as two other platforms in the U.S. that are known for the good design of their online platforms – MetroMile and Google Compare. 

Personas & User Journey

To align the stakeholders about the experience we want to bring to Singapore customers, a Customer Journey Mapping session was conducted with the client. In this session, we successfully identified the hygiene features and enhancing features for key touch points.


High fidelity, interactive prototypes of the responsive website were created to showcase the flows of purchasing different types of products.