At MSIG, an integral part of our “innovative” culture is the drive for continuous improvement. Today, mobile devices such as tablets and smartphones are quickly replacing the personal computer in many ways. Our customers’ changing habits and lifestyle clearly point to a need for more mobile and user-friendly services. In January 2014, we set out to develop e3 - with a target launch date of July 2014. Why set ourselves such an impossibly tight deadline? The market moves at lightning speed, and so do our customers. We had to move fast to stay competitive.
	Our mandate was to build the best customer-centric online platform, capable of delivering the following: 1. Flexibility to quickly make customized enhancements for our business partners, e.g. banks. 2. Simplicity in the application process, so customers can quickly and conveniently purchase the insurance they need online. e3 was launched on 3 July 2014. It was a technological marvel, using the latest responsive-design of HTML 5; its elaborate, yet elegant, design satisfying the needs of our business partners and customers.
	e3 is a pleasure to use, with features designed for our customers’ ease and convenience: • Eye-pleasing visual design. No scrolling is necessary. • Simple language. We use only simple, easy-to-understand words; no technical jargon. • Easy flow. To streamline the application flow, we cut fields to less than 10. Now, an application online, e.g. for travel insurance, can be completed within one minute! • Mobility: e3 is friendly with all tablets and smart phones, and can even adapt to all screen sizes. e3 is not just about creating “convenience” for customers. It is a marketing strategy designed to build trust. For example, by eliminated fields such as “address” and “occupation,” we are telling our customers that we trust them and will not needlessly pry into their personal information.