2025
Tower Claims Uplift
Duration: 2 Sprints | Cross-functional Team | Waterfall Delivery
IA Revamp
Case Study
Overview
Customers were being routed through generic, non-relevant journeys (e.g. web forms).
My UX Audit provided the following insights:
Key CTAs and content were buried below the fold, causing decision fatigue.
Navigation was unintuitive, especially for logging into My Tower across claims types.
The experience lacked a clear content hierarchy, leading to user drop-off.
Users were being routed through generic, non-relevant journeys (e.g., web forms).
The Process
I owned the end-to-end UX process; from research and IA to prototyping and dev handover.
Hypothesis: If we improve the users’ information experience, we will gain an uplift in journey completion rate for click-through to My Tower.
The Solution
I redesigned the claims experience with a mobile-first prototype, prioritising clarity and accessibility.
Defined a clear content hierarchy and elevated the most relevant CTAs per claims type.
Reduced development scope without compromising UX, aligning with EOFY delivery targets.
Collaborated closely with developers to ensure seamless handover and implementation.
The Results
My ability to simplify complexity and align cross-functional teams was key to delivering a high-impact, scalable solution.
📈 +15% increase in average rate of started claims.
📉 17% reduction in manual handling and call centre volume.
✅ Delivered on time for EOFY with reduced scope and no compromise on quality.
🧪 Validated improvements through accessibility audits, Power BI, Hotjar, and user testing.
More Works
(SG — 02)
©2025
2025
Tower Claims Uplift
Duration: 2 Sprints | Cross-functional Team | Waterfall Delivery
IA Revamp
Case Study
Overview
Customers were being routed through generic, non-relevant journeys (e.g. web forms).
My UX Audit provided the following insights:
Key CTAs and content were buried below the fold, causing decision fatigue.
Navigation was unintuitive, especially for logging into My Tower across claims types.
The experience lacked a clear content hierarchy, leading to user drop-off.
Users were being routed through generic, non-relevant journeys (e.g., web forms).
The Process
I owned the end-to-end UX process; from research and IA to prototyping and dev handover.
Hypothesis: If we improve the users’ information experience, we will gain an uplift in journey completion rate for click-through to My Tower.
The Solution
I redesigned the claims experience with a mobile-first prototype, prioritising clarity and accessibility.
Defined a clear content hierarchy and elevated the most relevant CTAs per claims type.
Reduced development scope without compromising UX, aligning with EOFY delivery targets.
Collaborated closely with developers to ensure seamless handover and implementation.
The Results
My ability to simplify complexity and align cross-functional teams was key to delivering a high-impact, scalable solution.
📈 +15% increase in average rate of started claims.
📉 17% reduction in manual handling and call centre volume.
✅ Delivered on time for EOFY with reduced scope and no compromise on quality.
🧪 Validated improvements through accessibility audits, Power BI, Hotjar, and user testing.
More Works
(SG — 02)
©2025
2025
Tower Claims Uplift
Duration: 2 Sprints | Cross-functional Team | Waterfall Delivery
IA Revamp
Case Study
Overview
Customers were being routed through generic, non-relevant journeys (e.g. web forms).
My UX Audit provided the following insights:
Key CTAs and content were buried below the fold, causing decision fatigue.
Navigation was unintuitive, especially for logging into My Tower across claims types.
The experience lacked a clear content hierarchy, leading to user drop-off.
Users were being routed through generic, non-relevant journeys (e.g., web forms).
The Process
I owned the end-to-end UX process; from research and IA to prototyping and dev handover.
Hypothesis: If we improve the users’ information experience, we will gain an uplift in journey completion rate for click-through to My Tower.
The Solution
I redesigned the claims experience with a mobile-first prototype, prioritising clarity and accessibility.
Defined a clear content hierarchy and elevated the most relevant CTAs per claims type.
Reduced development scope without compromising UX, aligning with EOFY delivery targets.
Collaborated closely with developers to ensure seamless handover and implementation.
The Results
My ability to simplify complexity and align cross-functional teams was key to delivering a high-impact, scalable solution.
📈 +15% increase in average rate of started claims.
📉 17% reduction in manual handling and call centre volume.
✅ Delivered on time for EOFY with reduced scope and no compromise on quality.
🧪 Validated improvements through accessibility audits, Power BI, Hotjar, and user testing.
More Works
©2025