I led the strategy and design for India, collaborating with global teams for UX/UI Design of two responsive mobile apps in four months. We were a team of four designers.
Humanised experience
To respect the customer’s sentiment at sensitive moments
General Insurance
Global brand
Unified experience
Local flavour
Based on IRDAI guidelines for the Indian customer
Help with choosing the right policy
Personalised need analysis tool
Digitalised claims
– Live updates
– Faster processing
– Real-time tracker
Easy servicing tools
To reduce dependence on branches and customer support
Life Insurance
35
+
User Flows
Emergency assistance
The experience was slow and fragmented, with key journeys like policy servicing and claims relying on offline processes such as branch visits and manual paperwork. During sensitive moments, the absence of a human touch, like being able to speak to an agent, left users feeling unsupported. Compounding this was a disconnect from the global brand, which impacted trust and weakened the sense of aspiration the brand aimed to inspire.
Setting the stage for success with a clear vision and strategic approach
The truest test of insurance is in the moment of need
A seamless claims journey reassures the customer that they made the right choice. Faster processing hits the bullseye undoubtedly, and identifying journey gaps helped us streamline settlement timelines and build lasting trust.
*Best viewed on a large screen
Business Value
Claims settlement metrics are key drivers in acquisition as well as retention.
Customer Value
Customers typically file claims during times of distress, and a seamless process can make or break their trust in the brand.
A simple solution to a complex problem
Our research revealed that delays often stemmed from customers not knowing what was expected of them. By providing clear guidance on next steps and transparent timelines, we could not only speed up settlements but also ease customer stress.
Ask too little, and you haven’t understood. Ask too much, and you risk overwhelming the user.
A deep dive into the competition showed a common gap: irrelevant suggestions, and no real guidance in choosing the right product. We set out to change that.
Recommending one relevant product at the end of need analysis became our north star and we worked backwards from there.
Next milestone – identifying the bare minimum questions that had to be asked to get there
Fewer questions, modular products
By combining a swift, visually engaging journey with clear guidance at every step, we helped users stay informed and in control. Interactive illustrations lightened the flow, flexible goal allocation added personalisation, and timely explanations built trust in the process.
