Cross-Product Experiences

Overview

Over the years, QIC evolved from a traditional insurance provider into a connected ecosystem spanning insurance, health, travel, automotive services, real estate, and loyalty programs.

The challenge was to create a unified experience across products, platforms, and customer journeys while accounting for the unique needs of different audiences and business domains. Each product needed to solve its own customer problem while contributing to a broader ecosystem experience that encouraged seamless movement between services.

As Product Design Lead, I was responsible for shaping several key areas of this ecosystem, including Motor Insurance, Medical Insurance, Loyalty Program, and the unified QIC App experience.

Motor Stream

Motor insurance is one of the most important entry points into the ecosystem. The challenge was not only to create a fast and intuitive insurance purchase experience, but also to extend the relationship beyond the transaction itself. Insurance is purchased infrequently, while vehicle ownership generates continuous needs throughout the year. My work focused on designing experiences that connected insurance with surrounding automotive services, helping customers manage different aspects of vehicle ownership within the same ecosystem. As a result, the product evolved from a simple insurance flow into a broader automotive services experience that encouraged ongoing engagement beyond policy purchase.

Life & Health

Unlike Motor Insurance, this initiative required creating an entirely new product area from the ground up. The vision extended beyond insurance coverage itself. We designed a comprehensive health experience that combined insurance products with a growing collection of health-related services and tools. My role included defining product experiences that helped users manage different aspects of their health journey in one place, creating a stronger connection between insurance and everyday health needs. The result was a health-focused ecosystem that increased product relevance and created more frequent customer interactions compared to traditional insurance products.

Loyalty Program

As the ecosystem expanded, we designed a cross-product loyalty system built around a shared rewards currency. Customers could earn and redeem rewards across multiple products, creating stronger connections between services and encouraging deeper ecosystem engagement. My contribution was focused on creating reusable loyalty patterns that different product teams could adopt while maintaining a consistent customer experience. Today, the loyalty framework serves as a shared ecosystem layer used across multiple products and teams.

Bringing Everything Together

While each product serves a different purpose, they all come together in QIC App — the central hub of the ecosystem.

Designed as a unified experience, QIC App connects insurance, health, loyalty, and lifestyle services into a single customer journey.

In the next case study, I’ll take a closer look at how we designed and scaled this ecosystem product.