Lippo General Insurance (LGI), a leading provider of health and general insurance in Indonesia, set out to enhance engagement with its retail insurance platform while expanding its digital product offerings. The company aims to retain its core business model: a self-service digital insurance app that enables users to compare, purchase, and instantly receive insurance policies without agent assistance. This revamp project supports LGI’s vision to strengthen its direct-to-consumer approach and reinforces its commitment to digital transformation and innovation in the insurance industry.
The Impact
MyPro+ revamp was successfully launched in 27th of May, 2025, and accomplished another LGI's mission of expanding its digital offerings as a leading provider of health and general insurance in Indonesia. Expected to drive LGI's insurance product awareness and improve LGI's retail customers. *Metrics TBD
Since its launch, MyPro+ has successfully completed its first phase and is now available here. *Metrics TBD
The Approach
Different but similar to the mobile apps revamp (read it here), the main goal was to improve the overall usability and product quality, while also presenting a new look that displays LGI's new branding and implementing UI/UX best practices.
To address these challenges, I conducted a similar approach to the mobile apps by conducting usability testing and heuristic evaluations to uncover pain points, improve information clarity, and optimize user flows. I also collaborated closely with key stakeholders to align the design with business goals and future product direction.
In parallel, I explored LGI’s new brand identity and parent company guidelines to ensure the revamp reflected the company’s broader digital transformation vision.
Final example:
The Process
Usability Testing
I started by exploring the existing web, mainly focusing to improve major userflows and noting down major drawbacks in the existing design. Also conducted benchmarkings on other digital insurance company, and understanding the current user personas, collaborating with the Marketing team.
Heuristic Analyses
This study aims to gather insights from the existing web, applying Jakob Nielsen's 10 general principles for interaction design. Aims to discover UI and UX flaws aside from the user and business needs.
User Testing
Aims to gain quick insights from our user personas and the company's vision. I prepared the new wire-flow and new information architecture to get early feedback, validate our assumptions, and clearly understand my stakeholders' vision and desire before further complex design processes.
Design Assets
From both customers and stakeholders, I implemented LGI's design system into the project to visually represent the new LGI's brand.
Usability Testing
Finally, I conducted another usability test focusing on page clarity and task completion rate. This aims to validate if my design has accomplished the goals of improving the pages or whether it needs another iteration. I found that on major pages, such as the product pages, improved drastically with a 20% increase, previously averaging at 61%, page clarity increased to 81%! However, I also found out that some mobile-responsive screens, such as the product table of benefits, required more attention since most users' feedback recalled the same concern.
Design Iterations
Aims to redesign the screens that received major concerns based on the conducted usability testing.
Design Handover
During the design handover, I communicate with developers to ensure every component follows the atomic design principle. The intention is to have reusable components, to be easily implemented and expanded into other digital channels and their next business phases.
App Testing
Finally, I conducted several tests for the responsive website based on tables and mobile breakpoints in the demo version, pre-production version, and until its release with other POs to align whether the development has matched our requirements. Noting down in our error reports for further bug fixes or improvements in future developments.
Improvements Tests
Referring to our error reports, we do similar tests to check whether the reported errors or bugs has been fixed or whether it needs to be reevaluated for future developments.
The Results
MyPro+ revamp was successfully launched in 27th of May, 2025, and accomplished another LGI's mission of expanding its digital offerings as a leading provider of health and general insurance in Indonesia. Expected to drive LGI's insurance product awareness and improve LGI's retail customers. *Metrics TBD
Personal takeaways: I learned many things during the tenure of this project. Designing a responsive website, especially as comprehensive as MyPro+, is very challenging due to it's information complexity. At the same time, having to balance stakeholder's guidance and customers' expectations was definitely a learning experience.