PRUJourney is a next-generation sales advisory platform, envisioned to replace the existing PRUONE Express (POE) system used by Financial Consultants (FCs). As a multi-million dollar transformation project spanning over 5 years, PRUJourney consolidates and streamlines three critical components of the advisory journey:
Fact-Finding, Recommendation Summary, and Proposal Submission.
Whether it's exploring customer needs, generating multiple quotations, reviewing product features, or submitting proposals, PRUJourney equips FCs with powerful tools to confidently guide customers and close sales effectively.
The Mid-Term Addition (MTA) Project
​
PRUJourney also supports the post-sales journey, empowering FCs to assist clients with policy changes after purchase. Through MTA, the platform allows clients to modify the benefits of their in-force policies.
​
As a UX designer, I developed Figma designs for in-force policy modifications, for:
​​
-
Generic flows (Entry points, data sync and retrieval, Quotation & Recommendation, Proposal)
-
PRUShield flows (Upgrade and Downgrade, Single and Multiple life assured, Proposal, Payment)
-
PRUActive Life III flows (Add, Reduce and Deletion of benefits, Proposal, Payment)
-
PRUVantage Assure flows (Single Premium Top Up)
The Challenges
​​
-
Multiple product types with different rules, exceptions and edge cases.
-
Complex regulatory and compliance constraints (technical limitations, legacy systems, rule-heavy domains).
-
Unclear high-level requirements were presented, prompting a request for UI/UX support in designing the flow.
Approach 1: Cross-functional collaboration & clarifications
​​
-
Asked clarifying questions to Business Analysts, Digital Enablement teams, Operations, Sales Advisory and tech teams (e.g., around policy benefit change scenarios) to drive clarity through unclear requirements.
-
Identified a generic flow that could be reused across products while accommodating product-specific logic.
-
Bridged business users with UX needs, guiding the transition from legacy designs to the new platform and addressing resistance to change.
Approach 2: Design Thinking for Complex Products in Regulated Systems
​​
-
I designed user flows for multiple product categories across Health, Protection, and Wealth, specifically PRUShield, PRUActive Life III (PAL III), and PRUVantage Assure (PVA), each with its own unique policy rules and behaviours.
-
To ensure a seamless experience, I mapped and presented multiple scenarios within the MTA Upgrade/Increase/Add and MTA Downgrade/Reduce/Delete flows.
​
Example 1:
-
In PRUShield, clients can either upgrade or downgrade their plan when eligible. Downgrades include deleting supplementary plans or switching to a lower-tier plan, while upgrades require both the base and supplementary plans to be upgraded simultaneously. Moreover, payment options were tailored to product rules so only credit card (CC) and eGIRO were available. The flow also remembered clients’ existing payment methods, making the process faster and easier while still allowing them to switch cards or bank accounts if preferred.
Example 2:
-
For PRUActive Life III, the product’s high flexibility allows multiple concurrent actions, such as adding or deleting supplementary plans and reducing sum assured. Clients could also add dependents under the Payer Security plans to extend protection to spouses or children, and opt for a Crisis Waiver rider (if eligible).
-
The flexibility of the product created significant complexity in both the user journey and backend logic, requiring extensive error handling, premium recalculations, and the management of nuanced eligibility rules.
Approach 3: Overall User Experience Refinement & Flow Optimisation
​​
-
Secured multiple entry points for MTA upgrading actions to improve user accessibility, overcoming initial technical limitations.
-
Proposed new workflow for PRUShield Day 2 improvements, allowing clients to combine upgrading existing base plan with new rider plans in a single session, simplifying the user journey.
-
Improved Data Sync functionality for ‘adding existing Prudential policies from another agent’ feature in the In-Force Policies Tab, ensuring seamless integration with the same feature in the Fact-Finding section, to reduce redundancy and enhance efficiency.
-
Proposed PRUActive Life III Day 2 improvements, to streamline the process by combining Add, Reduce, and Delete Benefits into a single proposal flow, instead of maintaining two separate ones. For example, when clients only delete or reduce benefits, underwriting questions are not triggered—creating unnecessary differences between the two flows.
-
Advocated for the removal of redundant "refresh" button despite technical constraints, seeking alternative solutions to minimise user effort and reduce errors caused by inconsistent data updates.
Outcomes & Reflections:
​​
-
This project reinforced the importance of navigating ambiguity in requirements. I took the initiative to set up discussions with the business teams, ask clarifying questions, and propose ideas to the wider working group.
-
I also learned to adapt when technical constraints surfaced late in the process. At times, developers flagged tech feasibility issues only after design sign-off, once they began building the feature. While it can feel counterintuitive, I came to understand that these situations arise because teams are managing multiple developments in parallel. The key is to remain flexible, provide alternative solutions quickly, and keep the project moving forward.
-
Finally, I recognised the importance of knowledge sharing in a large, complex project. The MTA project involved many intricate insurance rules and exceptions that were difficult for new team members to grasp. I created recorded walkthroughs and hosted clarification sessions to help the team get up to speed more smoothly. Through these efforts, I have a deeper appreciation of how challenging the MTA domain is and how patience and clear guidance make a difference in team collaboration.