One by IFG^®

One platform, two fundamentally different financial mental models.

One by IFG is a flagship enterprise initiative to consolidate products from across the state-owned holding ecosystem into a unified mobile application. In a project of this scale, setting crystal-clear scope ownership upfront was essential: my contribution was strictly focused on leading design for two core pillars—Insurance (IFG Life & early General Insurance exploration) and Wealth/Investment (Mutual Funds). The Health workstream—including telemedicine, e-pharmacy, digital health cards, and standalone clinical insurance flows—was owned and executed in parallel by another squad and is intentionally excluded from this case study. While insurance and investment both deal with the future, the user mental models could not be more different. In insurance, users buy protection against risks they hope never happen—they need crystal-clear benefits, transparent policy exclusions, and a painless safety net during emergencies. In investment, users face market volatility, time horizons, and the persistent anxiety of making a wrong call. Across both domains, our job wasn't just dumping more text on screen. It was structuring an interface that definitively answers three user questions: 1. Is this the right product for my exact situation? 2. What are the real-world trade-offs and consequences of this decision? 3. Once I tap buy, how do I easily monitor, manage, and use this product down the road?

Untangling complexity without degrading user trust and transparency.

Buying insurance and investing capital are both high-stakes, anxiety-inducing decisions. Historically, users have had to battle opaque jargon, rigid agent dependency, exhausting multi-page paper forms, and almost zero post-purchase visibility. Through extensive generative research and competitive benchmarking, we mapped out four persistent friction sources: low product comprehension, fragmented multi-channel journeys, low decision confidence, and non-existent claim/policy visibility. Our user segment breakdown uncovered distinct behavioral dynamics: • Insurance Newcomers vs. Old-Timers: Newcomers get overwhelmed by policy options and technical terms—they need progressive, empathetic guidance to find what fits. Conversely, experienced policyholders (old-timers) already hold multiple policies and crave autonomy (control)—they want instant visibility into active benefits, hospital provider networks, and real-time claim status tracking without picking up the phone to call an agent. • Wealth Beginners: The biggest barrier for first-time investors isn't just lack of market knowledge; it's the paralyzing fear of losing money. Education can't live in a dusty FAQ or knowledge hub—it has to be woven directly into the transaction flow through interactive simulations that build confidence before real capital is committed.

“In financial products, trust doesn’t always mean having a human agent on the line. For newcomers, trust is built through empathetic guidance. For seasoned users, trust is built through transparent data and responsive self-service control.”

5 Core Principles: from assisted discovery to frictionless self-service.

1. 01

   Guided Exploration & Contextual Assistance

   Replaced endless catalog browsing with an intelligent questionnaire that narrows options based on user life stages, supported by friendly digital assistance that explains terms without pretending to replace human judgment.

2. 02

   Smarter Forms, Health Screening & Save-as-Draft

   Restructured intimidating medical screening into conversational, plain-language prompts with instant validation and a robust save-as-draft mechanism so users can discuss with family without losing progress.

3. 03

   Policy Control Center, Claims & Emergency Access

   Transformed the post-purchase experience into a dynamic control center to view policy benefits, compare plan upgrades, track claims with an end-to-end audit trail, and access instant emergency hotlines.

4. 04

   First-Time Investor Journey & Interactive Simulation

   Built intuitive investment simulations (adjusting monthly nominals, timeframes, and projected returns), risk-profile recommendations, and a direct purchase-to-redemption flow with a consistent mental model.

Comprehensive design blueprint and validated interaction prototypes.

This engagement delivered a production-ready design blueprint and high-fidelity interactive prototype spanning the entire Insurance (IFG Life) and Wealth (Mutual Funds) ecosystems—from discovery and assisted screening to policy management and redemption. As a senior design lead, I present this outcome honestly as a Design Deliverable & Validated Interaction Framework grounded in real user mental models and operational feasibility for the holding enterprise, rather than asserting unverified post-launch conversion vanity metrics without live production telemetry.

• 2 StreamsInsurance & Wealth Verticals Unified
• End-to-EndDiscovery to Post-Purchase Scenarios
• 5 PrinciplesCore Foundation Design System