SCB Protect
Insurance broker website
SCB Protect, an online insurance brokerage under one of Thailand's Top 4 banks, required a full revamp to drive 100% self-serve online sales, accessible via website and mobile banking app, introducing a personality-based questionnaire to guide first-time buyers toward suitable products.
Website
Mobile Web-app
UI Design
UX Design
Challenge
With online insurance still a relatively new concept in Thailand, the core challenge was simplifying complex insurance narratives to make information accessible for beginners, reducing drop-off before users ever reached product details
CREATIVE PROCESS
We grounded the process in dual-source research, gathering insights from both customers and SCB's customer support team to identify real pain points. This shaped two core improvements: simplifying complex insurance narratives and reprioritizing content hierarchy to strip overwhelming UI elements, ensuring beginners could confidently complete purchases; and introducing a personality-based questionnaire to guide first-time buyers toward suitable products
We then validated direction through a high-fidelity prototype tested on Maze, before expanding the final design from mobile to full website scale
Desktop Research
User interviews
Competitive Analysis
Creative Development
Validation
Results
User & Focus group Interview
Insight
With company employees identified as the highest-converting segment, we focused research on competitor analysis and focus group interviews across three white-collar tiers — first jobbers, mid-level, and senior employees — revealing that users arrived with a specific product in mind, prioritised platform credibility and peer reviews, required product comparison to validate decisions, and preferred insurance free from agent influence on future benefits
New Homepage
The homepage redesign focused on reprioritizing content hierarchy, reducing overwhelming UI elements, and aligning visual style for consistency, incorporating essential content while introducing the questionnaire feature as a direct entry point for beginners.
Questionnaire
The questionnaire was designed to help complete beginners navigate over 2,000 insurance options without any prior knowledge, filtering results through personalised logic to match user needs as accurately as possible, while keeping the experience enjoyable and shareable to drive broader platform engagement
Validation on MAZE
70 Online participant
10 Offline participant
Validation focused on usability, comprehension, usefulness, and UI style — revealing friction points causing user confusion and a product narrative that needed sharper, more impactful messaging
Deliverable
The final MVP encompassed the Homepage, review page, product landing page, product detail page, and questionnaire — delivered as detailed user flows to the client's in-house design and development teams. The website began rolling out in July, receiving positive feedback from users