Two-wheeler Insurance
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Two-wheeler Insurance
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Onboarding Design
Onboarding Design
Mobile-first Design
Mobile-first Design
User Research & Insights
User Research & Insights
Mobile + Web
Mobile + Web
UX + UI Design
UX + UI Design
Designing a content-first, conversion-focused UX/UI for Car, Bike & Health Insurance for Paytm Insurance, a product-led platform aimed at simplifying insurance discovery, education, and purchase for the next 500 million Indians. It combined trust, tech, and design to unlock digital insurance for a new generation of users.
Designing a content-first, conversion-focused UX/UI for Car, Bike & Health Insurance for Paytm Insurance, a product-led platform aimed at simplifying insurance discovery, education, and purchase for the next 500 million Indians. It combined trust, tech, and design to unlock digital insurance for a new generation of users.
Timeframe
Timeframe
Timeframe
2021 / 6 months
2021 / 6 months
2021 / 6 months
Industry
Industry
Industry
Insurance
Insurance
Insurance
My Role
My Role
My Role
UX/UI and Marketing Design
UX/UI and Marketing Design
UX/UI and Marketing Design
Team
Team
Team
Paytm Insurance
Product Designers, Product Manager, Product Owners, Data Analysts
Paytm Insurance
Product Designers, Product Manager, Product Owners, Data Analysts
Paytm Insurance
Product Designers, Product Manager, Product Owners, Data Analysts
a newly launched vertical within Paytm's fintech ecosystem.
a newly launched vertical within Paytm's fintech ecosystem.
a newly launched vertical within Paytm's fintech ecosystem.
As part of building the new vertical from ground up, I played a key role in the agile squad to design the content, user experience and interface for Paytm's Insurance products across car, two-wheeler and health categories.
The brief was clear. Turn a complex new offering into a high-conversion interface design that educates users about insurance, simplifies comparison and guides them towards an informed purchase decision within a third-party brokerage model.
User Research & Insights
User Research & Insights
User Research & Insights
🇮🇳 Insurance landscape in India (circa 2020)
🇮🇳 Insurance landscape in India (circa 2020)
Low Insurance Penetration
Low Insurance Penetration
• Life Insurance ~2.82%
• Non-Life Insurance (Health, Motor etc.) ~0.94%
• Vast majority of India’s population remained uninsured or underinsured
*Premium as % of GDP
• Life Insurance ~2.82%
• Non-Life Insurance (Health, Motor etc.) ~0.94%
• Vast majority of India’s population remained uninsured or underinsured
*Premium as % of GDP
• Life Insurance ~2.82%
• Non-Life Insurnace (Health, Motor etc.) ~0.94%
• Vast majority of India’s population remained uninsured or underinsured
*Premium as % of GDP
• Less than 10% of insurance purchases were done digitally.
• Traditional agents and offline channels dominated distribution.
• Complex forms and jargon-heavy processes created barriers for digital buyers.
• Less than 10% of insurance purchases were done digitally.
• Traditional agents and offline channels dominated distribution.
• Complex forms and jargon-heavy processes created barriers for digital buyers.
• Less than 10% of insurance purchases were done digitally.
• Traditional agents and offline channels dominated distribution.
• Complex forms and jargon-heavy processes created barriers for digital buyers.
Digital Adoption just beginning
Digital Adoption just beginning
User Behaviour Trends
User Behaviour Trends
User Behaviour Trends
• Rise in smartphone users (~500M+), especially in Tier 2/3 cities.
• Growing awareness of insurance post-COVID 19 onset.
• Need for simplified, educational digital journeys and trust-building content.
• Rise in smartphone users (~500M+), especially in Tier 2/3 cities.
• Growing awareness of insurance post-COVID 19 onset.
• Need for simplified, educational digital journeys and trust-building content.
• Rise in smartphone users (~500M+), especially in Tier 2/3 cities.
• Growing awareness of insurance post-COVID onset.
• Need for simplified digital journeys and trust-building content.
• Aggregators like Policybazaar led the digital space, focusing on lead generation and plan comparison.
• Insurer websites offered limited direct purchase journeys, often fragmented and unintuitive.
• Few platforms prioritised mobile-first design or customer education.
• Aggregators like Policybazaar led the digital space, focusing on lead generation and plan comparison.
• Insurer websites offered limited direct purchase journeys, often fragmented and unintuitive.
• Few platforms prioritised mobile-first design or customer education.
Competition
Competition
Given Paytm's strong mobile usage dominance, a mobile-first design approach was prioritised. I was responsible for designing the product landing experiences across Car, Two Wheeler and Health Insurance offerings.
After understanding customer goals and expectations, the focus was to create an intuitive, conversion-driven flow that empowers them to explore and evaluate third-party products and confidently proceed to purchase.
The UI was designed to naturally guide users through key insights including package feature breakdown, benefits, insurance calculator, covered vs. non-covered aspects etc. Recognising insurance offerings are complex, information-heavy and technical, the UI/UX was thoughtfully crafted to deliver visually engaging information that is presented progressively to support ease of understanding.
Key Product Decisions
Key Product Decisions
Informative UX
Used plain language in content, contextual tooltips, and step-wise breakdowns to help users understand policy options, coverage types, and benefits without any confusion.
Smart Comparisons
Designed responsive comparison modules that highlight insurer benefits, pricing, claim ratios, and add-ons, helping users make informed decisions with confidence.Guided Journeys
Each step from entering vehicle number or health details through to selecting a plan was carefully structured with progressive disclosure to avoid overwhelming the user.Visual Trust Builders
Built new insurer icons to evolve the design system. Ratings and badges were also to build trust and transparency across touch points.Modular UI system
Leveraged and extended Paytm's design system with new insurer icons and style guide to maintain consistency, while adding new flexible components for insurance flows.
Informative UX
Used plain language in content, contextual tooltips, and step-wise breakdowns to help users understand policy options, coverage types, and benefits without any confusion.
Smart Comparisons
Designed responsive comparison modules that highlight insurer benefits, pricing, claim ratios, and add-ons, helping users make informed decisions with confidence.Guided Journeys
Each step from entering vehicle number or health details through to selecting a plan was carefully structured with progressive disclosure to avoid overwhelming the user.Visual Trust Builders
Built new insurer icons to evolve the design system. Ratings and badges were also to build trust and transparency across touch points.Modular UI system
Leveraged and extended Paytm's design system with new insurer icons and style guide to maintain consistency, while adding new flexible components for insurance flows.
Throughout the design process, I collaborated closely with product owners and engineers in agile squad, iterating based on business goals and usability feedback. The final designs delivered positioned Paytm Insurance as an easy, fast and reliable solution and resulted in helping scale the user base to 11.3M+ in 2021.
Throughout the design process, I collaborated closely with product owners and engineers in agile squad, iterating based on business goals and usability feedback. The final designs delivered positioned Paytm Insurance as an easy, fast and reliable solution and resulted in helping scale the user base to 11.3M+ in 2021.