How AIA Hong Kong improved customer experience by transforming insurance claims letters

Making insurance human: AIA Hong Kong's letter redesign cuts through complexity.
A person reviewing a claims letter at a desk.
Top articles
Smokend app and smartwatch interface displaying quitting progress and stress levels.
AIA Design mentors next wave of digital health innovators
AIA Group design team partners with Hong Kong's next generation of digital innovators to tackle pressing healthcare and social challenges.
Insurance agent and customer discuss while referring to a tablet device.
How AIA New Zealand adapted the Vitality Simulator to increase customer engagement
AIA New Zealand's implementation of the Vitality Simulator shows how existing design solutions can be efficiently adapted for local markets.
Explore more
Hesta insurance dashboard displayed responsively across mobile, tablet and laptop screens.
Design tokens and the Qi Design System: Enhancing AIA Australia's partner experience
How AIA Australia streamlined fund partnership tenders through the Qi Design System's innovative token-based architecture.
A hand holding a card with Korean text that reads "AIA생명 콘텐츠 가이드라인" (AIA Korea content guidelines).
Adapting UX content design guidelines for the Korean market
AIA Korea's user experience lead JungBin Lee shares how her team went beyond translation to adapt global content standards for Korean insurance customers.
The AIA Active welcome screen for Cambodia's AIA+ app showing two people high-fiving.
Mixing design and tech in Cambodia: How we built Active for AIA+
AIA Cambodia's Sideth Lim shares how finding the balance between user experience and technical feasibility became her defining challenge as a product owner.
A close-up view of hands typing on a MacBook laptop.
How AIA Qi Design System speeds up development and consistency
As teams race to deliver digital experiences at scale, AIA's Qi design system proves its worth with significant efficiency gains.
The Chinese character 'Qi' (氣) in a black brushstroke style on a design grid.
Why we named our design system "Qi"
How an ancient Eastern philosophy of vital energy inspired the name of our unified design system.
Screen interface with grey placeholder text bars and a digital red primary button.
What does good design look like?
Beautiful designs are nice, but designs that drive results are even better.
A person planning website content with a marker on a whiteboard.
Content-first design: Why it's crucial for your design project
Embrace the power of content-first design to revolutionise your digital projects. By putting user needs and key messages at the forefront, we create experiences that truly resonate.
Infinity symbol with a colourful gradient from pink to purple to red.
Collaborative design frameworks: How the AIA Qi Design System empowers teams
A robust design framework is crucial for organisational success.
A team member laughs during a meeting in an office building.
Co-creation is key to design maturity
Businesses can enhance their competitiveness and user-centricity by co-creating a design framework and building a community of advocates to improve their design maturity.
Qi design system logo featuring a capital Q and lowercase i.
The evolution of Qi: AIA's design system reimagined
How our collaborative and inclusive approach powers the Qi Design System — and our design excellence.
A person holding a mug with text reading 'I graduated from the AIA Design Academy'.
AIA Design Academy: Advancing UX and digital excellence
From foundational principles to real-world challenges, AIA's Design Academy is cultivating a new generation of strategic design thinkers.