Designing award-winning insurance products across AIG's B2B and direct-to-consumer portfolio
AIG had a broad portfolio of insurance products spanning direct-to-consumer brands and B2B partnerships with companies like Boots, Virgin Money, Bupa and Dell. The digital experiences across these products needed to drive measurable commercial performance while working within the constraints of multiple brand guidelines and partner requirements.
I was a Product Designer in a team of 11, working across Direct Travel Insurance, Direct Car Insurance, AIG Insurance and the AIG Travel Assistance App. I was responsible for end-to-end design across landing pages, conversion flows and a native app redesign.
Each product had different users, brand constraints and commercial targets, so I focused on understanding the specific conversion drivers for each. I used A/B testing to validate design decisions and leaned on performance data to iterate. For the AIG Travel App, I ran a full usability audit before proposing a redesign to stakeholders.
The work
The Direct Car Insurance landing page used motion design to guide the eye toward the quote form, which increased click-throughs. The Direct Travel Insurance landing page increased conversion by 23% and average policy value by 36%. These campaigns contributed to the team winning the Ecommerce Award 2015 for Best Banking, Insurance and Financial Services.
The AIG Travel Assistance App had been built as a responsive website then converted to a native app, but the execution was poor and users weren't engaging with it. I analysed the usability and design issues, created a full deck of improvements and presented it to stakeholders. I proposed repositioning the app as a retention tool for large commercial clients during contract renewals, which was approved. The redesign stripped out the complicated UI and replaced it with mobile-native patterns and standards.
What I learned
AIG was where I learned to design for commercial outcomes. Working across so many products with different audiences taught me to focus on what moves the metric rather than defaulting to a single design approach. The award win reinforced that clear, purposeful design decisions backed by testing will outperform complexity every time.
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