Launching a top-selling digital insurance plan
I was the designer for 100-in-1 Medical Plan, a product that largely helped in contributing to the Singlife Philippine's annual revenue goal during 2023. Its success led into its launch in the Singlife App shortly after, and became one of the top selling products until today.
The Challenge
As of June 2023, Singlife Philippines was 50% behind its target policy count. Our best-selling product, 3-in-1 Protection Plan, was losing traction because of its COVID-focused coverage, which is becoming less relevant. Because of this, we needed to quickly launch a new medical protection product that would attract new customers to the platform & support Singlife’s year-end targets for the rest of the year.
Singlife needed a simple, affordable, and scalable medical insurance product that could perform better than existing offerings and appeal to a broader segment of customers — all within a tight two-month delivery window.
Research Methods
Research
Customer Insights
According to Manulife’s Asia Care Survey 2023, 98% of Filipinos reported having at least one health-related anxiety, with the cost of treatment emerging as the top concern. The most feared illnesses are heart disease, diabetes, and stroke, reflecting both financial and health security worries among Filipinos
Research
Looking at What Others Are Doing
We reviewed customer interviews and behavioral data from previous Singlife products — particularly Cash for Medical Costs, which had a similar use case but more complexity. These helped us understand:
- Why users hesitated during the onboarding flow
- What insurance terms needed simplification
- Which screens had the highest drop-off
Research
Insights from Current Products
We reviewed customer interviews and behavioral data from previous Singlife products — particularly Cash for Medical Costs, which had a similar use case but more complexity.
Design Approach
Real-Time Feedback
One of the major design decisions we made was to allow customers to see their initial quote update in real-time, as they add dependents and change their coverage.
Progressive Disclosure
By applying progressive disclosure, we gave customers just enough information to feel confident at each step, while letting them dive deeper if they wanted to.
Making Long Forms Feel Short
We broke down the long application form into manageable steps and provided visual cues to make them confident in submitting the required information.
Details
The Outcome
Became the #1 Selling Product
Although we did not achieve the goal for the year, 100-in-1 Medical Plan became Singlife’s top-selling product until early 2025. Its success in GCash led to it being migrated to the Singlife App, contributing to its success as well.
