Project Overview
Double Diamond method delivered insights and tangible results.
When I began the project, I didn’t rush into design or development. Instead, I started by engaging with potential users, exploring their pain points, and mapping out opportunities. This upfront research and ideation ensured I wasn’t creating something in isolation or building features nobody needed.
Objective Key Results:
Support customer growth, branding, and Suncorp Group’s communications strategies.
Conduct a robust UX research and design process to identify new insights about newly defined target audiences, act on existing data and insights, and execute improvements that better meet user and business needs.
Gain approval from Brand and Executive Managers.
Discovery Phase
Gathering Insights
Initial Research:
Analysed customer behaviour using Google Analytics, Lookback sessions and customer surveys in Askable.
Conducted a heuristic analysis of the old website by categorising existing information in the claims web pages.
Audited the old navigation components for usability and accessibility.
Investigated logistical requirements pertaining to offshore development team and delivery requirements.
Reviewed Vero's business strategy and brand guidelines.
Customer Journey Mapping:
Understanding the common priorities for the business and customer helped focus my teams design efforts. Together we mapped out current state experience for Personal Customers across their Vero Journey.
Stakeholder engagement:
I also facilitated an affinity mapping exercise with key stakeholders to gain clarity on the information hierarchy before starting to redesign the page layouts.
Defining Phase
Concept Ideation
Through product discovery, I validated ideas early with quick prototypes and direct feedback from users. This step acted as a reality check—allowing me to test assumptions, refine solutions, and confirm that the concepts truly addressed user needs before committing significant time or resources.
This approach meant the final product was not only functional but genuinely valuable—designed to solve real problems and create experiences people actually wanted to use. In short, I ensured that what I delivered mattered.
Development & Delivery Phase
We conducted user testing sessions using Lookback and followed up using NPS and SUS surveys.
44 users were asked to complete a series of 5 tasks.
The results below spoke for themselves:
Reduction in bounce rates.
Improved velocity of wayfinding. For instance, more click-throughs to Claims sub-pages (e.g. car insurance).
Simplification of the claims section of the mega menu.
Increased page interactions compared to current Claim Type page interactions.
Hand-off:
Pre-refinement meeting with the developers were held to size up the work and get a sense of the timeframe and backlog priorities.
Once we had sign-off on the designs from the Executive Management team we were able to refine the fine details in the user stories with the Business Analyst and then meet with the offshore development team again to finalise the work.
More Works
(SG — 02)
©2025
Project Overview
Double Diamond method delivered insights and tangible results.
When I began the project, I didn’t rush into design or development. Instead, I started by engaging with potential users, exploring their pain points, and mapping out opportunities. This upfront research and ideation ensured I wasn’t creating something in isolation or building features nobody needed.
Objective Key Results:
Support customer growth, branding, and Suncorp Group’s communications strategies.
Conduct a robust UX research and design process to identify new insights about newly defined target audiences, act on existing data and insights, and execute improvements that better meet user and business needs.
Gain approval from Brand and Executive Managers.
Discovery Phase
Gathering Insights
Initial Research:
Analysed customer behaviour using Google Analytics, Lookback sessions and customer surveys in Askable.
Conducted a heuristic analysis of the old website by categorising existing information in the claims web pages.
Audited the old navigation components for usability and accessibility.
Investigated logistical requirements pertaining to offshore development team and delivery requirements.
Reviewed Vero's business strategy and brand guidelines.
Customer Journey Mapping:
Understanding the common priorities for the business and customer helped focus my teams design efforts. Together we mapped out current state experience for Personal Customers across their Vero Journey.
Stakeholder engagement:
I also facilitated an affinity mapping exercise with key stakeholders to gain clarity on the information hierarchy before starting to redesign the page layouts.
Defining Phase
Concept Ideation
Through product discovery, I validated ideas early with quick prototypes and direct feedback from users. This step acted as a reality check—allowing me to test assumptions, refine solutions, and confirm that the concepts truly addressed user needs before committing significant time or resources.
This approach meant the final product was not only functional but genuinely valuable—designed to solve real problems and create experiences people actually wanted to use. In short, I ensured that what I delivered mattered.
Development & Delivery Phase
We conducted user testing sessions using Lookback and followed up using NPS and SUS surveys.
44 users were asked to complete a series of 5 tasks.
The results below spoke for themselves:
Reduction in bounce rates.
Improved velocity of wayfinding. For instance, more click-throughs to Claims sub-pages (e.g. car insurance).
Simplification of the claims section of the mega menu.
Increased page interactions compared to current Claim Type page interactions.
Hand-off:
Pre-refinement meeting with the developers were held to size up the work and get a sense of the timeframe and backlog priorities.
Once we had sign-off on the designs from the Executive Management team we were able to refine the fine details in the user stories with the Business Analyst and then meet with the offshore development team again to finalise the work.
More Works
(SG — 02)
©2025
Project Overview
Double Diamond method delivered insights and tangible results.
When I began the project, I didn’t rush into design or development. Instead, I started by engaging with potential users, exploring their pain points, and mapping out opportunities. This upfront research and ideation ensured I wasn’t creating something in isolation or building features nobody needed.
Objective Key Results:
Support customer growth, branding, and Suncorp Group’s communications strategies.
Conduct a robust UX research and design process to identify new insights about newly defined target audiences, act on existing data and insights, and execute improvements that better meet user and business needs.
Gain approval from Brand and Executive Managers.
Discovery Phase
Gathering Insights
Initial Research:
Analysed customer behaviour using Google Analytics, Lookback sessions and customer surveys in Askable.
Conducted a heuristic analysis of the old website by categorising existing information in the claims web pages.
Audited the old navigation components for usability and accessibility.
Investigated logistical requirements pertaining to offshore development team and delivery requirements.
Reviewed Vero's business strategy and brand guidelines.
Customer Journey Mapping:
Understanding the common priorities for the business and customer helped focus my teams design efforts. Together we mapped out current state experience for Personal Customers across their Vero Journey.
Stakeholder engagement:
I also facilitated an affinity mapping exercise with key stakeholders to gain clarity on the information hierarchy before starting to redesign the page layouts.
Defining Phase
Concept Ideation
Through product discovery, I validated ideas early with quick prototypes and direct feedback from users. This step acted as a reality check—allowing me to test assumptions, refine solutions, and confirm that the concepts truly addressed user needs before committing significant time or resources.
This approach meant the final product was not only functional but genuinely valuable—designed to solve real problems and create experiences people actually wanted to use. In short, I ensured that what I delivered mattered.
Development & Delivery Phase
We conducted user testing sessions using Lookback and followed up using NPS and SUS surveys.
44 users were asked to complete a series of 5 tasks.
The results below spoke for themselves:
Reduction in bounce rates.
Improved velocity of wayfinding. For instance, more click-throughs to Claims sub-pages (e.g. car insurance).
Simplification of the claims section of the mega menu.
Increased page interactions compared to current Claim Type page interactions.
Hand-off:
Pre-refinement meeting with the developers were held to size up the work and get a sense of the timeframe and backlog priorities.
Once we had sign-off on the designs from the Executive Management team we were able to refine the fine details in the user stories with the Business Analyst and then meet with the offshore development team again to finalise the work.
More Works
©2025