AIA Group

Transforming the life insurance product experience across 16 markets in Asia

frog’s new digital design language system for AIA Group, the world’s 2nd largest life insurer, builds a stronger relationship between the company and its customers.

“Our old and new online presence is night-and-day different. For the first time, we now have a unified look and feel across all of AIA Group’s online properties, across all platforms, business lines and country markets. frog’s work has supported us with our mission to build customer confidence and understanding of what we do.”

Simeon Preston, Group Chief Operations Officer, AIA Group


Insights from Design Research identified local country-specific nuances, as well as consistent regional themes. This enabled frog to build a flexible design framework to ensure relevancy, while increasing speed to market.

Human-Centered Design

To ensure AIA Group's interactions with customers were relevant and simple, frog introduced a human-centered design process. We identified customer archetypes, key journeys and pivotal moments, and leveraged these findings to develop a set of design principles that have been adopted company wide.

Brand Language Extension

Customers are increasingly using their mobile phones to research insurance products, meaning AIA Group’s existing built for print brand guidelines needed to be updated. frog created a new digital design language system with mobile-first elements, including a new typeface.

key milestones

October 2014

Kicked off with three weeks of intensive design research in Korea, China and Hong Kong. frog helped AIA Group understand local market attitudes to health, life and wellness.

Spring 2015

Designed mobile user journeys for research, self service and claims before scaling the design language up into 10 responsive page templates.

December 2015

AIA Group began to rollout the new design language across 16 markets. It was completed in June 2016.

The digital design language makes it easy for millions of people to access life insurance product information. Users are staying on the site longer, and the share of mobile device visits has grown. Comparing the six months before and after launch, AIA Group saw a 23% increase in time spent per visit.

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