Turning the appetite for AI into better insurance experiences
AIA Thailand explores how AI could reduce uncertainty and improve insurance experiences for customers and agents.
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Exploring AI enablement in research: Lessons from synthetic user testing
Lessons from synthetic user testing and why human researchers remain essential.
The age of builders
Generative AI is creating a new kind of digital worker: the builder.
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Beyond better writing: Rethinking health content through customer need
What drives health content engagement? Two studies point to relevance, discoverability, and customer need.
AIA's iF Design Award 2026 win: a conversation with the leaders of the Qi Design System
Inside our Qi Design System's iF Design Award 2026 win, from visual design decisions to scaling across markets.
Nurturing the next generation of designers — PolyU x AIA Capstone Awards 2026
From rough ideas to real impact, AIA Design helps students shape human-centred solutions through feedback, iteration, and industry guidance.
What testing 9 AI design tools taught us about experimentation
How our design team used a single brief to explore what AI tools can — and can't — do today.
Building a future-proof insurance ecosystem through service design
How AIA Thailand uses service design to shape insurance experiences beyond digital interfaces.
Future-proofing insurance product content: How AI is changing the game
AI is transforming insurance product content for better visibility and discovery.
Content design: The foundation driving AI discoverability
AI hasn't reinvented content. It exposed where we've been cutting corners.
Celebrating our Red Dot Design Award win: A testament to collaboration and innovation
A proud moment for AIA — our Qi Design System wins the prestigious Red Dot Design Award.
The art of asking questions: Avoiding bias in UX research
What we ask shapes what we learn — avoid bias and get clearer UX insights every time.
How research-driven design elevated the AIA+ Singapore app experience
AIA+ Singapore was redesigned with one goal: to deliver what customers truly value — where it matters most.
How the Qi Design System became AIA's single source of truth across 18 markets
Crafting AIA's Qi Design System: a conversation with lead designer Shirley Tsui.
How AIA Hong Kong improved customer experience by transforming insurance claims letters
Making insurance human: AIA Hong Kong's letter redesign cuts through complexity.
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.
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.
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.
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.
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.
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.
Why we named our design system "Qi"
How an ancient Eastern philosophy of vital energy inspired the name of our unified design system.
What does good design look like?
Beautiful designs are nice, but designs that drive results are even better.
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.
Collaborative design frameworks: How the AIA Qi Design System empowers teams
A robust design framework is crucial for organisational success.
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.
The evolution of Qi: AIA's design system reimagined
How our collaborative and inclusive approach powers the Qi Design System — and our design excellence.
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.