From 9 pages to 3

Great Eastern’s application journey was the longest, with the most extensive form among eight insurers benchmarked. The redesign cut the information required by two-thirds, turning a long process into a shorter one.

Two phones against a red ground with a low-poly lion between them. The left screen shows the premium calculator with a plan priced at RM21.60 and its benefit amounts; the right shows the purchase confirmation.

Type: Proposal
Industry: Insurance
Year: 2025
Role: Head of UI/UX
Scope: Purchase journey, mobile
Impact: 68% fewer fields, 67% fewer pages

Competitor Benchmark

The journey to payment

Benchmark	Great Eastern MY	Great Eastern SG	Etiqa	Takaful Ikhlas	Generali	AIG	Berjaya Sompo	Allianz	Proposed
Browse other categories	No	Yes	Yes	Yes	No	No	Yes	No	Yes
Language change	No	No	Yes	Yes	No	No	Yes	No	Yes
Upfront pricing	No	No	No	No	No	Partly	No	No	Yes
Key benefit amount shown	No	No	No	No	No	Yes	Yes	Yes	Yes
Pages to payment review	9	Not applicable	5	7	5	5	4	6	3 + 2 sheets

Benchmarked 22 September 2025. The competitor figures are page counts; the proposal reaches payment in three pages and two bottom sheets, which are not page loads and do not lose the screen behind them.

Form filling experience

Benchmark	Great Eastern MY	Great Eastern SG	Etiqa	Takaful Ikhlas	Generali	AIG	Berjaya Sompo	Allianz	Proposed
Form fields shown	19	9	16	10	12	11	13	14	6
No salutation asked	No	No	Yes	Yes	Yes	Yes	Yes	Yes	Yes
No ethnicity asked	No	Yes	No	Yes	Yes	Yes	Yes	Yes	Yes
Explains why it wants a TIN	No	Not applicable	Not applicable	Yes	Not applicable	Not applicable	Not applicable	Partly	Yes
No flight details asked	Yes	Yes	No	No	Yes	Yes	Yes	Yes	Yes

The same day, on the same nine journeys.

Design Justification

Choosing a plan, in four

The redesigned Great Eastern landing screen: a promo code field above One-Off Holiday and Annual Coverage tabs, an editable one-line summary of the trip, and the Great Voyager+ card marked Best Seller showing RM 21.60 with its payout amounts listed.

Landing and product selection

Three or four questions produce a premium, so a price is on screen before anything personal is asked for. Nobody in the benchmark did this.
The best-selling plan is dealt first and the rest are a swipe away, rather than a grid that asks a buyer to compare nine things at once.
Benefits carry their amounts. RM300 for a six-hour flight delay is a number; "comprehensive travel inconvenience cover" is not.
The promo code sits at the top, not at checkout, so a discount is visible while the decision is still open.
A language switch in the header, for the buyer whose Bahasa Malaysia is stronger than their English.

The purchase journey as one page: three numbered accordion sections headed Review Plan, Traveler’s Details and Payment, with the second expanded to an Individual and Company choice.

One page, three steps

Review Plan, Traveller’s Details and Payment are three sections of one page rather than three pages. The journey unfolds in place as each is finished.
Nine pages became three. That is the whole proposal in one line, and this screen is where it is visible.

Review plan

Four tabs, Overview, Benefits, Exclusions and Documents, in one viewport. Switching category is a tap rather than a scroll.
Benefits and exclusions come out of a downloadable PDF and into the interface. They are what the decision turns on, so they belong where the decision is made.
A panel that says the trip details have not been touched yet. Pre-filling a form is convenient right up to the moment somebody buys cover for the wrong dates.
Switch Plans and Edit Now both act in place. A buyer can change plan or change the trip without leaving the purchase journey, so changing your mind costs a tap rather than a return to the start.

The Product Disclosure Sheet opened as a bottom sheet over the journey, with zoom controls at 100 per cent, a green line reading Document fully reviewed, and an active I Agree and Continue button.

The disclosure sheet, inside the journey

The sheet opens over the journey instead of sending a buyer out to a PDF. An external redirect at this point is where purchases end.
Zoom controls, because this is legal type set for a page and read on a phone.
The button stays inactive until the document has been scrolled through. That is a compliance requirement met by the interface rather than by a tick box that lies.

Buying it, in six

The traveller form: Individual and Company tabs, then Main Applicant and Child 1 tabs, a toggle asking whether the applicant is also travelling, an NRIC field, and a yellow chip reading that an amazing man was born in Terengganu on 11 November 1991.

Traveller details

Nineteen manual fields became six. The rest are derived: the NRIC already carries date of birth, place and gender, so asking for them again is asking a buyer to transcribe their own identity card.
What was derived is shown back, in words, as a chip. A field that fills itself in silently is a field nobody checks.
One tab per traveller. A family used to mean the same form repeated down an endless scroll; now the main applicant and each dependant sit in a single viewport.

Address

One box for the address, not five. The postcode resolves the city and the state and they are shown underneath, so the only thing typed is the part only the buyer knows.
It opens as a sheet over the form. The keyboard takes most of a phone, and a full-screen field is the one place that does not matter.
The field forces uppercase, as the name field does. Capitals are what a Malaysian identity card prints, so what is stored already matches the document a claim will be checked against.
That fixes the same problem at both ends. Nobody who could not be bothered to reach for shift puts mixed case into the record, and nobody who would have bothered has to.

The remainder of the traveller form: a Full Name field as per NRIC filled with THE MIGHTY VICTORIAN, marital status as four buttons with Single selected, and an email field offering the phone’s own AutoFill Contact suggestion.

Name and contact

The name is uppercase for the same reason, and here the label says why: as per NRIC. The instruction and the behaviour agree, instead of the instruction being printed and then trusted.
Marital status as four visible buttons rather than a dropdown. Four options fit; a select would hide three of them behind a tap and a scroll.
The fields are named so the phone’s own autofill recognises them. The fastest form is the one somebody else has already filled in.

A Review Filled Information sheet for the main applicant: full name and address on full-width rows, NRIC and nationality, date of birth and gender, email and phone paired, and a confirmation line above a Proceed to Payment button.

Confirm before paying

A summary laid out by how long its contents are. Full name and address take a full-width row because they run long; short values pair up. The layout follows the data, which is what makes a review screen scannable rather than merely tidy.
Paying is gated behind an acknowledgement that the details are right. It costs one tap and it is the last moment a wrong NRIC is free to fix.

Payment

The e-invoice fields, TIN and SST, arrive with an explanation of who wants them and why. Malaysian tax numbers on an insurance checkout are otherwise just two more boxes to distrust.
The cards accepted are shown here, before the redirect to the gateway, so the first surprise is not a payment method that is missing.
The pay button is anchored to the foot of the screen with its amount on it. The final action does not scroll away.

The confirmation screen: an aircraft wing seen through a cabin window above the words Purchase successful, a line stating the receipt and policy certificate will be sent to the buyer’s email address, a Return to Shop button, and the first of a row of other products below.

Payment success

It says where the certificate is going and to which address. "Thank you for your purchase" leaves a buyer wondering what they now hold.
A window seat above the clouds, which is the thing that was actually bought. A green tick confirms a transaction; this confirms a holiday.
Other products sit below the fold, after the purchase rather than inside it. An upsell placed one screen earlier is a checkout with a diversion in it.

Prototype

Give it a try

Open it full screenBuilt for a phone, which is where the journey is used.