Product Proposition Intern @ Bowtie

UX/UI Design for Budget Planner Finance App

At Bowtie, Hong Kong’s first virtual insurer, I owned WhatsApp conversion project that doubled application submissions (+112%). Supported product research and UX testing (AI Search, cost-saving calculator) while collaborating across compliance, PMs, and engineers in a fast-paced fintech environment.

Role

Product Proposition Intern

Company

Bowtie Life Insurance

Duration

Jun 2025 - Sep 2025

Deliverables

User Research

UX Design

Whatsapp Application Follow-up Project

Highlighted Project 1

Project Overview

A strategic WhatsApp automation campaign that increased application submissions from 8.31% to 17.2% through personalized messaging workflows.

🎯

Goal

Increase application submission rates by engaging high-intent customers

👦🏻

Target Audience

Users who initiated but not completed insurance application journey

🔑

Approach

Personalized, multi-step messaging experience with regulatory compliance

🚀

Result

Doubled conversion rates from 8.31% to 17.2% (More than doubled the performance

Key Pain Points

Some problems are identified after I hosted 10 one-hour external user interview to uncover users’ real thoughts and from CS feedbacks.

High Drop-off Rates After Quoting

Lack of Timely Follow-up

Information Gaps

Regulatory & Technical Constraints

How might we?

💡

Save More Customers and Boost Conversion Rates, contribute to Bowtie's Q3 Business Goal of Saving 100+ cases per month?

✍🏻

Design a messaging journey that effectively motivates high-intent users to complete their applications without overwhelming them?

Design and Collaboration

Created messaging scripts balancing clarity, creativity, and compliance by collaborating closely with Compliance, Customer Service, Operations, and Engineering teams.

Developed 20 tailored automation workflows segmented by customer behaviors and opt-in preferences using Sleekflow (WhatsApp API) and Bowtie's Admin Portal.

Testing and iteration

Conducted A/B test with a 25% control group to measure the effectiveness of the new messaging strategy.
Control Group will not receive the new message flow

Outcome and Impact

Application submit rate increased rom 8.31% to 17.20% ( 107% increase🔺)
Total applicants in the First month of campaign = 1,230
In other words, 102 extra application submissions were generated directly from the campaign
⭐️ $US 130K ARR

Application submit rate increased rom 8.31% to 17.20% ( 107% increase🔺)
Total applicants in the First month of campaign = 1,230
In other words, 102 extra application submissions were generated directly from the campaign
⭐️ $US 130K ARR

According to the data from Metabase
Application submit rate increased rom 8.31% to 17.20% (107% increase🔺)
Total applicants in the First month of campaign = 1,230
In other words, 102 extra application submissions were generated directly from the campaign
⭐️ $US 130K ARR

"AI Search" New Feature External User Testing

Class Type Setting Suggestion

Highlighted Project 2

Problem & Context

Bowtie’s AI Search feature was developed to help users quickly compare Bowtie's insurance plans and inquire insurance related information easily.
The CG team was uncertain whether the feature truly matched the way real users searched for and evaluated insurance options.
There were concerns about whether users would find the interface intuitive and if it addressed their core needs and behaviors.
Understanding these gaps was critical to ensure the tool drove confidence and satisfaction for a wide range of customers.

Ultimate Goal ⭐️

📈 Growing Sales for Switching Campaign
📱 The calculator could be a tool helps capture more phone numbers for follow-up and spark customer interest
= Serve as a leads generation tool

What it does? ⭐️

- Helps users estimate potential savings by switching
- Calculates monthly, annual, and lifetime savings

- Comparing trends of premium increase by age

What I've contributed

Filtering and Recruiting eligible prospective users
Creating the testing assets (e.g. Interview Guide and Pre/Post-test Survey)
Hosted 6 one-hour external user testings to uncover users’ real thoughts

Ultimate Goal ⭐️

📈 Growing Sales for Switching Campaign
📱 The calculator could be a tool helps capture more phone numbers for follow-up and spark customer interest
= Serve as a leads generation tool

What it does? ⭐️

- Helps users estimate potential savings by switching
- Calculates monthly, annual, and lifetime savings

- Comparing trends of premium increase by age

Results

🗣️

Provided actionable recommendations to improve AI Search Feature

📈

Post-improvement, user satisfaction scores increased by 53%, reflecting measurable gains in usability.

🛠️

Contributed to enhancing user experience and product reliability, strengthening overall customer satisfaction.

👍🏻

Received direct recognition from the Principal Product Manager

Mind Learning

The 4-month internship at Bowtie equipped myself with both Hard and Soft skills

⚡

Iterative UX Problem-Solving

I learned the power of continuous iteration by seeking feedback from stakeholders and users. My initial messaging drafts were improved multiple times, and each round made the solution more effective. This reinforced that testing early and often is crucial for meaningful UX outcomes. It also built my resilience in handling critique and ambiguity.

🤝

Cross-Functional Collaboration

Collaborating with Compliance, Engineering, Ops, and Customer Service taught me to consider multiple perspectives. Each team brought unique constraints and goals, requiring clear communication and empathy. This experience strengthened my ability to balance user needs with technical and regulatory requirements. Ultimately, it led to better, more feasible solutions.

🚀

User Testing Skills (AI Search)

Leading user interviews for the AI Search project greatly improved my research skills. I handled participant recruitment, designed interview scripts, and moderated live sessions—even when unexpected issues arose. These experiences taught me to guide conversations smoothly, adapt quickly on the spot, and extract deep insights for actionable improvement

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