Major Asia insurer (Employee Benefits) · Product Design & Product Management
Helping an Employee Benefits intrapreneur team turn “care by life stage” into companions members would return to
2025 — 2026
“A prototype for leadership buy-in — from opportunity framing and strategy, through gamified journeys and full Companion PRD — while the initiative was still in progress.”
The Beginning
Inside Employee Benefits, an intrapreneur team had a business idea: Member Companion — not another policy dashboard, but a way for the insurer to show real care to members living through different chapters of life. Employees who are Mom-to-be, Mature & Silver, or New HKer don’t wake up wanting to check a policy. They need help living better days ahead — preparing for a baby, facing retirement, or adapting to Hong Kong. If the company could meet those needs with knowledge, guidance, and emotional connection, insurance becomes part of care, not only coverage.
How we worked
I owned the work end-to-end as Product Design & Product Manager: understanding the opportunity and use cases, defining strategy, shaping a gamification approach to drive recurring engagement, designing the full journeys and interactive prototype, and writing the PRD for the whole Companion function — so leadership could evaluate a tangible direction, not a slide-only idea. We did not run formal end-user research; direction was shaped by conversations with internal staff who know these personas through EB operations and related programmes.
Three companions, three care jobs
One product idea, three targeted companions — each with a different way for the insurer to show care:
Mom-to-be
Support the whole pregnancy journey, and early parenthood in the baby’s first ~3 months — care for baby growth, what to prepare, and the emotional connection between parent and baby.
New HKer
Bridge life from Mainland China to Hong Kong — the long list of things you must 適應. A 100 HK To-Do checklist teaches what a Hong Konger must do, try, and know, so settling-in becomes trackable and human.
Mature & Silver
A mix of lifestyle, travel, and health — with a primary focus on retirement money awareness. Help members face the question: do I have enough for the rest of my life?
What we defined
Based on these persona jobs — and internal expertise rather than formal user research — we ideated how Companion could better serve each life stage, then locked a product frame leadership could review:
Persona-led Companion frame
Members enter through Mom-to-be, Mature & Silver, or New HKer — not a generic benefits grid — so the first screen already feels like care for their chapter.
Care content + practical tools
Knowledge and preparation journeys tied to each life stage, with room to connect practical utilities (e.g. existing Find Doctor for New HKers) without inventing everything from scratch.
Gamification for return
Progress, daily check-ins, celebration and recap moments that earn recurring app visits — without reducing Companion to a hollow points factory.
Prototype + PRD for buy-in
Full journey design, interactive prototype, and a PRD covering the Companion function — artefacts for leadership review. When I left the project, the initiative was still in progress.
Baby Growth — Mom-to-be
An interactive, day-by-day pregnancy timeline using playful fruit-style size comparisons to drive consistent daily check-ins and sustained app habit — while connecting members to wellness offerings. After delivery, the metaphor evolves into a newborn icon and shifts into postpartum support: baby’s health, mother’s recovery, and “what to do next” checklists for the months that follow.
100 To-Do List — New HKer
A curated, gamified checklist that transitions newly relocated members into Hong Kong life — balancing practical settlement steps with cultural and lifestyle milestones. Progress tracking and loyalty points turn an overwhelming relocation into a daily habit loop. Completing the list unlocks a personalised recap (e.g. Taste of Hong Kong) that validates becoming “local.” Find Doctor sits nearby as an existing, high-value utility in the same companion space.
Future Me — Mature & Silver
Built on Future-Self Continuity psychology: seeing a future version of yourself visually can increase empathy for that future identity and motivate long-term planning. Members upload a selfie, set lifestyle preferences (from basic to luxury across food, hobbies, travel, health), and see a projected Future Me with monthly expense and retirement-gap awareness — then take action via reality check on current assets or a guided retirement-plan walkthrough. The main goal is awareness on retirement money, with lifestyle and travel as the emotional language of that future.
- Product Strategy
- Persona & Use-case Framing
- Gamification Approach
- End-to-end Journey Design
- Interactive Prototyping
- Companion Function PRD