ASN Broker — Digital-first
ASN Broker had sold insurance to the Thai market via telemarketing for years and wanted to go digital. Early market and user research let us design a web platform tightly targeted to the way Thai buyers actually shop for cover — not the way agents wanted to sell it.
Every process was built for a phone agent with a script. Moving online meant translating a persuasion-led sale into a self-serve journey Thai buyers would trust without a human on the line.
- Timeline
- 5 months
- Services
- Market researchUX designWeb platformContent design
The approach
Buyer research
Studied how Thai customers compare motor and health cover, where they stall, and which proof points they need before paying online.
Quote-first design
Rebuilt the journey around a fast, honest quote with plain-language cover comparison instead of a lead form gate.
Agent handoff
Kept the phone team in the flow for complex cases with a warm handoff rather than forcing a fully automated purchase.
What changed
- First digital distribution channel launched for the brand
- Self-serve quote journey covering the core product lines
- Telesales retained as an assist channel, not the only channel
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