Blog

AIA Design Academy: Advancing UX and digital excellence

By Alfreda Yu
0 min read
12 Aug 2024

From foundational principles to real-world challenges, AIA's Design Academy is cultivating a new generation of strategic design thinkers.

A person holding a mug with text reading 'I graduated from the AIA Design Academy'.Celebrating growth through AIA's Design Academy — where designers become strategic thinkers.
In the rapidly evolving landscape of digital design, staying ahead of the curve is not just an advantage — it's a necessity. AIA's Design Academy emerges as a beacon of innovation, offering a comprehensive program that levels-up designers' skills and aligns them with industry best practices, and drives design maturity within the organisation. This initiative isn't just about honing technical abilities; it's about cultivating strategic thinkers who can drive meaningful change and work collaboratively with their peers.

⁠A vision for design evolution

The Design Academy's vision is clear: to assess, refine, and evolve individual capabilities while ensuring the design practice matures alongside industry standards. This holistic approach addresses not only the 'how' of design but also the 'why', empowering designers to apply their expertise to broader business strategies.⁠At its core, the Academy focuses on 3 key objectives. First, it equips designers with the tools to apply design strategy within the larger business landscape, ultimately enhancing AIA's offerings and driving strategic change.⁠Second, it emphasises the adoption of group-level design standards and Qi Design System, boosting overall design efficiency. Lastly, it aims to diversify designers' skill sets, fostering better cross-team collaboration and communication.
AIA Design Academy participants collaborating at a bootcamp.Hands-on collaboration at the Design Academy bootcamp, driving design evolution.

Four pillars of learning

⁠The program's structure is both comprehensive and flexible, comprising 4 integral components. It begins with a refresher on design foundations, ensuring consistency across the practice. This is followed by instructor-led deep dive sessions on crucial topics such as Design Strategy, Personas, and Design Systems."Our deep dive sessions are designed to empower designers to not just create, but to communicate and defend their design decisions effectively," says Alfreda Yu, Associate Director of Design Research and one of the lead instructors at the Design Academy. "We're building strategic thinkers who can articulate the value of design to the broader business."The third component offers tailored self-learning topics, allowing designers to focus on advanced specialist and soft skills. The journey culminates in a two-day, in-person bootcamp where participants tackle real business challenges.⁠This intensive bootcamp serves as a vibrant gathering of colleagues from across AIA's markets, creating a unique space for cultural exchange and collaboration. Participants share diverse international perspectives while selling their ideas, fostering both healthy competition and mutual learning as they build lasting cross-market relationships.
Comparison of risk profile screens showing content uplift from current state with long paragraphs to future state with concise bullet points.Elevating digital experiences through the Design Academy’s user-first approach.

Global impact and future outlook

Eleazar Salcedo, UXUI designer from the Philippines, shares his experience: "The bootcamp was transformative. Collaborating with designers from different markets to solve a complex business problem really put our newly acquired skills to the test. It's not just about learning — it's about applying our knowledge in real-world scenarios."⁠The Design Academy's reach extends across AIA, with participants hailing from the Group office, Hong Kong, China, Singapore, Thailand, Australia, Korea, Malaysia, Philippines, Indonesia, Vietnam, and Cambodia. This diverse cohort enriches the learning experience, fostering a global perspective on design challenges and solutions.
AIA Design Academy participants writing on a whiteboard during a collaborative session at a bootcamp.Global perspectives come together at the Design Academy bootcamp.
As we look to the future, the Design Academy stands as a testament to AIA's commitment to excellence and innovation in design. By nurturing a community of strategic, efficient, and versatile designers, AIA is not just keeping pace with industry trends — it's setting them.⁠The Academy is more than a training program; it's a catalyst for transformation, empowering designers to shape the future of digital experiences and drive business success in an increasingly design-centric world.
We're building strategic thinkers who can articulate the value of design to the broader business.
Alfreda YuDesign Research leadAIA Group
More articles
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.
Qi Design System logo featuring a stylised capital Q with a dot.
The evolution of Qi: AIA's design system reimagined
How our collaborative and inclusive approach powers the Qi Design System — and our design excellence.