Helping a Leading Asian Insurer Accelerate Innovation Through Strategic UX
FWD Group partnered with UXTeam to turn emerging business ideas into tangible digital experiences across Asian markets. UXTeam designed 19 high-fidelity prototypes across 11 markets, covering initiatives across insurance, AI, healthcare, financial wellness, and customer engagement.
Working as an extension of FWD’s innovation teams, UXTeam helped stakeholders quickly visualize, evaluate, and communicate new ideas through rapid prototyping and strategic UX thinking.
Table of Contents
Client Snapshot
Client Type
Insurance & Financial Services Group
Representative
Murtaza Gulamali Kanchwala, Former Group Head of Innovation | FWD Group
Headquarters
Hong Kong SAR
Geographic Reach
Hong Kong, Macau, Thailand, Cambodia, Vietnam, Japan, Philippines, Indonesia, Singapore, Malaysia and other Asian markets
Industry Focus
Life Insurance, Health Insurance, Employee Benefits, Wealth & Financial Solutions
Engagement Type
Enterprise Innovation & UX Prototyping Partnership
Role of UXTeam
UX Discovery & Strategy; Collaboration with 10 teams based in 10 different countries (check and revise the numbers); User journeys and architecture creation; Executive Dashboard Design (Fintech dashboard); Presentation Design
Projects Delivered
B2C applications related to user finance and insurances; Strategic pitch decks for internal ideas pitching; Inhouse solutions; Webapp and Landing pages; 3d Prototypes for AI powered personal agents
Innovation Scope
Enterprise Innovation
Geographic Reach
11 Asian Markets
Design Output
19 High-Fidelity Prototypes
About UXTeam
UXTeam is a UX, Usability, and Service Design consulting firm that helps enterprises, technology companies, and innovation teams transform complex business ideas into meaningful digital experiences.
Through UX research, rapid prototyping, experience strategy, and human-centered design, we enable organizations to validate ideas faster, align stakeholders more effectively, and accelerate digital innovation with confidence.
About FWD Group
FWD Group is one of Asia’s leading life and health insurance companies, serving millions of customers across multiple markets throughout the region.
Established with a vision to change the way people feel about insurance, FWD combines digital innovation, customer-centric thinking, and technology-driven experiences to simplify insurance and make financial protection more accessible. The company continues to invest in innovation initiatives that improve customer experiences, modernize insurance delivery, and create new opportunities across its diverse portfolio of markets.
The Challenges
Turning diverse ideas into tangible digital experiences
Multiple Market Contexts
Different markets brought unique customer needs, business priorities, and digital opportunities.
Rapid Concept Validation
Innovation teams needed to quickly turn early-stage ideas into tangible experiences that could be evaluated and refined.
Managing Parallel Initiatives
Multiple innovation tracks required UX support that could understand different contexts and deliver across initiatives simultaneously.
Maintaining Speed & Consistency
FWD needed high-quality prototypes that could support stakeholder discussions, leadership reviews, and future product direction.
Closing line
FWD needed a design partner who could move quickly across markets and initiatives while maintaining consistency, quality, and strategic UX thinking.
What UXTeam Did
UXTeam’s approach across five experience areas
Enterprise UX Prototyping
Designed 19 high-fidelity prototypes that transformed early-stage business ideas into tangible digital experiences.
Cross-Market Innovation Support
Supported innovation initiatives across 11 Asian markets, adapting experiences to different customer and business contexts.
Experience Strategy & Concept Visualization
Structured user journeys and simplified complex concepts to make ideas easier to evaluate and communicate.
Executive Communication Design
Designed an executive investment dashboard and presentation assets to support leadership discussions and investment decisions.
Embedded Innovation Partnership
Worked as an extension of FWD’s innovation teams, supporting multiple initiatives with rapid execution and collaborative delivery.
Projects Supported
During the engagement, UXTeam contributed to innovation initiatives across multiple markets, including:
Market | Innovation Initiative | Description (Draft) |
Cambodia | Financially Broke | Expense tracker mobile application that tracks spendings and expenses and helps users follow a discipline for their finances and reach their goals. |
Group Office | Pocket Pal | Finance tracker mobile application that tracks earnings, spendings, investments, and insurances. Along with telling users about their current status of Insurance coverage and selling them. |
Group Office | FWD Revive | Webapp for figuring out Investment options that contributed in providing free insurance to various needy people like Single Parents, Gig Workers, Senior Citizens, etc. while giving the users good returns. |
Indonesia | Innovative Distribution Model | Microsite for parents looking for and buying Education Protection plans. |
Indonesia | End-to-End Tracking System | In-house webapp made to track the insurance claims and its phases. |
Indonesia | AI for Group Underwriting | AI-powered group underwriting engine. An internal tool that helps underwriters (or brokers/sales teams) quote group health insurance policies for corporate clients, with an AI engine doing the pricing recommendation. |
Japan | My Number Service Platform | A business pitch for a fully digitized life insurance service platform based on My Number service used in Japan. |
Japan | FWD Life Coach | A mobile led AI assistant that asks for user health data and suggests insurances and schedule meetings with agents. |
Malaysia | Affiliate+ | Webapp that helps general public learn about insurance products, share those in their network, and earn affiliate money. |
Malaysia | FWD WithU | Insurance buying platform created specially for Orphanage owners and people who want to buy bulk health insurance for orphan children. |
Philippines | Magsasa Can – Farm to Protection | A strategic deck that pitches the business, a roadmap for teaching financial literacy to the Farmers of Philippines and gradually launching insurance products for Agri Protection. |
Philippines | Plant a Seed – Child Education Journey | Gamified mobile application that teaches a child about finances from an early age. |
Singapore | Next Gen-Er | AI powered personal assistant that shows up in real life as a hologram and helps in day to day digital tasks like booking flight and other tickets/appointments, navigation, selling insurance, music, email, browser. |
Singapore | #IYKYK | A mobile app game that simulates business related use-cases where the system shows what happens if they buy a certain insurance vs when they don’t buy. |
Thailand | Legacy Log | A digital locker that keeps users’ insurance related documents safe and accessible. It includes an attorney appointment that a user can use to discuss insurance and will with an attorney. |
Vietnam | Independent Agency Model | A two way platform for Agents and customers, to provide information, connect, and schedule appointments for insurance related discussions. |
Vietnam | Next Alpha | An in-house webapp that combines all the workings of FWD into one platform. It combines the recruitment, training, and sales performance tracking capabilities into one place. |
The Outcome: Accelerating Innovation Across Multiple Markets Through Design
The partnership enabled FWD to rapidly transform innovation concepts into meaningful digital experiences that supported stakeholder alignment, concept validation, and strategic decision-making.
By providing dedicated UX expertise across numerous parallel initiatives, UXTeam helped accelerate the innovation process while maintaining consistency, speed, and quality throughout the engagement.
1
Designed 19 innovation prototypes across 11 Asian markets
2
Accelerated visualization of new business concepts
3
Enabled faster stakeholder alignment and concept discussions
4
Improved consistency across multiple innovation initiatives
5
Supported executive decision-making through investment dashboards and presentation design
6
Strengthened collaboration between innovation, business, and design teams
7
Established UXTeam as a trusted enterprise innovation partner
Who This Is For
This engagement is relevant for:
Insurance & Financial Services Companies
exploring new digital customer experiences
Enterprise Innovation Teams
turning early-stage ideas into tangible concepts
Digital Transformation Teams
validating new digital products and experiences
Product Innovation Teams
prototyping and testing new concepts quickly
Multi-Market Organizations
managing innovation across different customer and business contexts
Organizations Exploring AI & Emerging Technologies
visualizing new technology-led experiences through rapid prototyping.
Full Client Q&A
Q. What was becoming difficult before working with UXTeam?
As our innovation portfolio expanded across multiple markets, we needed a partner who could quickly transform early-stage ideas into tangible digital experiences. Managing numerous innovation initiatives simultaneously while maintaining consistency and speed required additional UX expertise that could integrate seamlessly with our teams.
Q. What made UXTeam feel like the right fit beyond design capability?
UXTeam demonstrated the ability to understand both the business context and customer experience challenges behind each initiative. Their collaborative approach, responsiveness, and ability to work as an extension of our innovation teams made the partnership highly effective.
Q. Where has UXTeam made the biggest difference?
Their biggest contribution has been enabling us to rapidly visualize and communicate innovation concepts. The quality of the prototypes helped improve stakeholder discussions, accelerate concept validation, and create greater confidence during decision-making.
Q. How has working with UXTeam impacted your ability to scale innovation?
Working with UXTeam allowed us to support multiple innovation initiatives across different markets simultaneously without building additional internal design capacity. Their ability to rapidly deliver high-quality prototypes enabled our teams to maintain momentum across a broad innovation portfolio.
Q. What’s something UXTeam consistently does that makes collaboration easier?
Ownership, responsiveness, and speed. The team adapts quickly to changing requirements, communicates proactively, and consistently delivers quality work within demanding timelines, making them a dependable extension of our innovation function.
Q. How would you describe the partnership?
UXTeam is more than a design partner—they are a trusted innovation partner who combines strategic thinking, creativity, and execution to help transform ideas into meaningful digital experiences across our regional innovation initiatives.
Client Testimonial
“UXTeam became a trusted extension of our innovation team, helping us rapidly transform ideas into meaningful digital experiences across multiple markets. Their strategic thinking, responsiveness, and ability to consistently deliver high-quality prototypes made them an invaluable partner throughout our innovation journey.”
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