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Onboarding Design

Mobile-first Design

Mobile + Web

User Research & Insights

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.

Timeframe

2021 / 6 months

Industry

Insurance

My Role

UX/UI and Marketing Design

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

Paytm Insurance,
designing for a brand new vertical at Paytm with a content-driven design and scalable UX.

I played a key role in designing the content and UX/UI for the car, two-wheeler, and health insurance platforms across web and mobile.

Adopting a mobile-first, content-driven design approach with a clear business goal to simplify the onboarding of buying insurance, educates users along the way, and keep everything transparent, engaging, and true to the brand.

I played a key role in designing the content and UX/UI for the car, two-wheeler, and health insurance platforms across web and mobile.

🇮🇳 Insurance landscape in India (circa 2020)

Low Insurance Penetration

• 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

• 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.

Digital Adoption just beginning

User Behaviour Trends

• 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.

• 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 prioritized mobile-first design or user 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 prioritized mobile-first design or user education

Competition

Solution

Guiding users from curiosity to confident choices.

Solution

Guiding users from curiosity to confident choices.

I was responsible for designing the onboarding flow that focused on understanding customer goals and maximise trust-building opportunities. I focused on clean, intuitive design that guides users naturally through the details of insurance package including features, insurance calculator, etc. to help them make an informed decision. The UX turns a complex offering into an experience that feels easy to understand, guiding users from curiosity to confident conversions.

Key Decisions and Product Decisions

Content as UX
Used plain-language content, contextual tooltips, and step-wise breakdowns to help users understand policy options, coverage types, and benefits without friction.

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/health details to selecting a plan was carefully structured with progressive disclosure to avoid overwhelming the user.
Visual Trust Builders
Incorporated recognisable insurer logos, ratings, and badges strategically to build trust and transparency across touch points.
Modular UI system
Leveraged and extended the Paytm Design System to ensure consistency, while creating new flexible components tailored to the unique needs of insurance flows.

Throughout the design process, I collaborated closely with product owners and engineering, iterating based on business goals and usability feedback. The final experience delivered a high-conversion, mobile-optimised platform that positioned Paytm Insurance as easy, fast and reliable.