Work together!
im.tsengchiwei@gmail.com
© 2025 KIWI TSENG. All Rights Reserved.
Due to confidentiality, details are limited — happy to walk through more in a private conversation.
DESIGN APPROACH
Co-creating with Agents to
Build Trust, Clarity, and Relevance
Unlike typical top-down enterprise projects, this initiative empowered agents to directly influence the design process. Participation wasn’t symbolic—it was operationalized at every stage.
This participatory process not only uncovered actionable insights, but also established mutual trust—positioning the product as a tool shaped with agents, not just for them.
Early Discovery
Surfacing Needs and Pain Points
- 700+ Survey Responses
- 28 In-depth Interviews
- 5 Full-day User Shadowings
Product Strategy
Shaping Priorities and Directions
- A Cross-functional Workshop
- A Live Design Hearing with 500+ Agents
- 300+ Design Feedback Survey Responses
Design Development
Offering Practical Feedback
- 5-person Agent Advisory Board
- 50+ Usability Testings
- 2 Focus Group Interviews
01
CUSTOMIZED
PRODUCTIVITY TOOL
02
ＭODULAR
DESIGN
03
GUIDED
FLOW
04
DESIGN
SYSTEM
Illustrative mockup only, not actual product design.
60 %
Fewer Steps for Core Workflows
Key processes were restructured and simplified—helping agents complete tasks faster and improve response time in field scenarios.
9/10
Usefulness for Daily Work
Based on post-design hearing survey from 300+ agents. Results confirmed strong alignment with their day-to-day needs.
Stronger Cross-Team Alignment & Trust
The participatory design process strengthened buy-in across departments and agents, setting a foundation for long-term collaboration and digital transformation.
Scalable UX Patterns for Future Tools
Modular interaction models, reusable components, and scalable flow logic were created to serve as a foundation for future internal tool development across the organization.
“This design really fits our real needs. If the app performs smoothly, this will be the best update in the past decade.”
“The demo looks like it solves 80% of our current problems. I can’t wait for it to launch.”
“Thank you for involving us. We can feel that you really listened.”
Value Across Business, Agents, and Customers
BUSINESS
Reduced Redundant Costs
Lowered training and promotion costs thanks to intuitive UX.
AGENT
Timely Service
Faster client service and improved accuracy in field tasks.
CUSTOMER
Improved Satisfaction
More immediate support and a smoother service experience.
TESTIMONIAL
““Kiwi is one of the most reliable and pleasant partners I’ve worked with. Her design quality and communication—both with the internal team and clients—have earned her consistent trust and positive feedback.”
— Project Manager, AJA
“Detail-oriented, logical, and reliable—Kiwi often shares relevant insights or background materials even before others ask, and always brings thoughtful, objective input that helps shape team decisions.”
— Design Lead, AJA
Due to confidentiality, details are limited — happy to walk through more in a private conversation.
Built a mobile platform for 30,000+ insurance agents, streamlining workflows by 60%
B2B APP
Due to confidentiality, details are limited — happy to walk through more in a private conversation.
Client
Nan Shan Life Insurance
Duration
1 Year (Feb 2022 - Feb 2023)
My Role
UX Designer
Responsibilities
- User Research, Stakeholder Workshop, Usability Testing
- Product Strategy, IA, Wireframing, Prototyping, Design Spec
Collaborators
- Team: 1 PM, 2 UX Researchers, 2 Designers
- Client: Product Owner, Cross-Functional Departments, Engineering Team
PRODUCT STRATEGY
Defining a Shared Foundation for Focused Execution and Growth
1
Device Roles & Usage
Mapping how each digital touchpoint—especially mobile—supports agent workflows across contexts and moments of use.
2
Product Core Value
Aligning on the product’s purpose: enabling agents to act with speed, clarity, and professionalism in the field.
3
Phased Rollout Plan
Structuring delivery priorities based on user needs, business goals, and technical feasibility—supporting modular, staged implementation.
Early Discovery
Surfacing Needs and Pain Points
- 700+ Survey Responses
- 28 In-depth Interviews
- 5 Full-day User Shadowings
Product Strategy
Shaping Priorities and Directions
- A Cross-functional Workshop
- A Live Design Hearing with 500+ Agents
- 300+ Design Feedback Survey Responses
Design Development
Offering Practical Feedback
- 5-person Agent Advisory Board
- 50+ Usability Testings
- 2 Focus Group Interviews
01
CUSTOMIZED
PRODUCTIVITY TOOL
02
ＭODULAR
DESIGN
03
GUIDED
FLOW
04
DESIGN
SYSTEM
Illustrative mockup only, not actual product design.
60 %
Fewer Steps for Core Workflows
Key processes were restructured and simplified—helping agents complete tasks faster and improve response time in field scenarios.
9/10
Usefulness for Daily Work
Based on post-design hearing survey from 300+ agents. Results confirmed strong alignment with their day-to-day needs.
Stronger Cross-Team Alignment & Trust
The participatory design process strengthened buy-in across departments and agents, setting a foundation for long-term collaboration and digital transformation.
Scalable UX Patterns for Future Tools
Modular interaction models, reusable components, and scalable flow logic were created to serve as a foundation for future internal tool development across the organization.
“This design really fits our real needs. If the app performs smoothly, this will be the best update in the past decade.”
“The demo looks like it solves 80% of our current problems. I can’t wait for it to launch.”
“Thank you for involving us. We can feel that you really listened.”
Value Across Business, Agents, and Customers
BUSINESS
Reduced Redundant Costs
Lowered training and promotion costs thanks to intuitive UX.
AGENT
Timely Service
Faster client service and improved accuracy in field tasks.
CUSTOMER
Improved Satisfaction
More immediate support and a smoother service experience.
TESTIMONIAL
““Kiwi is one of the most reliable and pleasant partners I’ve worked with. Her design quality and communication—both with the internal team and clients—have earned her consistent trust and positive feedback.”
— Project Manager, AJA
“Detail-oriented, logical, and reliable—Kiwi often shares relevant insights or background materials even before others ask, and always brings thoughtful, objective input that helps shape team decisions.”
— Design Lead, AJA
Due to confidentiality, details are limited — happy to walk through more in a private conversation.
Built a mobile platform for 30,000+ insurance agents, streamlining workflows by 60%
B2B APP
Let’s make something great together!
Let’s make something great together!
im.tsengchiwei@gmail.com
© 2025 KIWI TSENG. All Rights Reserved.
Due to confidentiality, details are limited — happy to walk through more in a private conversation.
Responsibilities
- User Research, Stakeholder Workshop, Usability Testing
- Product Strategy, IA, Wireframing, Prototyping, Design Spec
Collaborators
- Team: 1 PM, 2 UX Researchers, 2 Designers
- Client: Product Owner, Cross-Functional Departments, Engineering Team
Client
Nan Shan Life Insurance
Duration
1 Year (Feb 2022 - Feb 2023)
My Role
UX Designer
PROJECT OVERVIEW
Empowering Sales Agents with Mobile Service — Built from the Ground Up
As part of its digital transformation, Nan Shan Life Insurance, one of Taiwan’s largest insurers, set out to build a mobile platform for over 30,000 field agents. The goal was to enable agents to manage client services and sales tasks on the go, with greater speed and autonomy.
This project required aligning internal systems, uncovering real user needs, bridging gaps between business units and frontline users, and securing cross-functional buy-in.
I worked as a main UX designer, contributing to user research, strategy alignment, and the end-to-end UX design of this new mobile platform.
CHALLENGE
Designing for Complexity Across Users, Systems, and Departments
How might we design a mobile-first experience for fast-paced, in-field sales work—while aligning priorities across cross-functional internal teams and legacy systems?
GOAL
Empowering Agents with a Faster, More Connected Mobile Workflow
Create a mobile-first platform that empowers over 30,000 sales agents to work more efficiently in the field—simplifying key tasks, improving access to information, and strengthening trust between headquarters and the agents.
DESIGN APPROACH
Co-creating with Agents to
Build Trust, Clarity, and Relevance
Unlike typical top-down enterprise projects, this initiative empowered agents to directly influence the design process. Participation wasn’t symbolic—it was operationalized at every stage.
This participatory process not only uncovered actionable insights, but also established mutual trust—positioning the product as a tool shaped with agents, not just for them.
Early Discovery
Surfacing Needs and Pain Points
- 700+ Survey Responses
- 28 In-depth Interviews
- 5 Full-day User Shadowings
Product Strategy
Shaping Priorities and Directions
- A Cross-functional Workshop
- A Live Design Hearing with 500+ Agents
- 300+ Design Feedback Survey Responses
Design Development
Offering Practical Feedback
- 5-person Agent Advisory Board
- 50+ Usability Testings
- 2 Focus Group Interviews
DESIGN SOLUTION
Delivering a Task-Centered, Modular UX for Mobile Productivity
03
GUIDED
FLOW
04
DESIGN
SYSTEM
Illustrative mockup only, not actual product design.
IMPACT
Empowering Agents and Building Momentum for Scalable Transformation
This project laid a scalable UX foundation for future internal tools—while winning trust from frontline agents and driving real business impact.
60 %
Fewer Steps for Core Workflows
Key processes were restructured and simplified—helping agents complete tasks faster and improve response time in field scenarios.
9/10
Daily Usability Score
Based on post-design hearing survey from 300+ agents. Results confirmed strong alignment with their day-to-day needs.
Stronger Cross-Team Alignment & Trust
The participatory design process strengthened buy-in across departments and agents, setting a foundation for long-term collaboration and digital transformation.
Scalable UX Patterns for Future Tools
Modular interaction models, reusable components, and scalable flow logic were created to serve as a foundation for future internal tool development across the organization.
“Thank you for involving us. We can feel that you really listened.”
“The demo looks like it solves 80% of our current problems. I can’t wait for it to launch.”
“This design really fits our real needs. If the app performs smoothly, this will be the best update in the past decade.”
Value Across Business, Agents, and Customers
INSURANCE
AGENT APP
CUSTOMER
BUSINESS
AGENT
Improved Satisfaction
More immediate support and a smoother service experience.
Timely Service
Faster client service and improved accuracy in field tasks.
Reduced Redundant Costs
Lowered training and promotion costs thanks to intuitive UX.
TESTIMONIAL
“Kiwi is one of the most reliable and pleasant partners I’ve worked with. Her design quality and communication—both with the internal team and clients—have earned her consistent trust and positive feedback.”
— Project Manager, AJA
“Detail-oriented, logical, and reliable—Kiwi often shares relevant insights or background materials even before others ask, and always brings thoughtful, objective input that helps shape team decisions.”
— Design Lead, AJA
Due to confidentiality, details are limited — happy to walk through more in a private conversation.
Let’s make something great together!
Let’s make something great together!
im.tsengchiwei@gmail.com
© 2025 KIWI TSENG. All Rights Reserved.
Built a mobile platform for 30,000+ insurance agents, streamlining workflows by 60%
B2B APP
