AIA Insurance

AIA Insurance (Hong Kong) initiated a project aimed at improving its understanding of customer experience and user journeys when engaging its platforms and identifying ways that insight might help them to improve lead generation and management across the company.

Our work


Maltem conducted usability testing of AIA’s current platforms to inform the development of detailed modelling of user journeys, and utilised that knowledge to develop new, targeted scripts and strategies for enhancing customer experience and conversion


Maltem led the design and delivery of in-person usability testing processes to gather qualitative & quantitative data on user’s engagement and preferences in relation to the process of purchasing life insurance via their banking application.

As part of the research activity, a detailed user journey map and scripts was formulated, for use in informing next stages in the design and development of the platform and sales methodology deployed.