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Web App Design

Mobile-first Design

Web + Mobile

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 Designer, Product Manager, Sports Expert, Innovation Consultants, AI engineer, Healthcare Professionals

Paytm Insurance

Product Designer, Product Manager, Sports Expert, Innovation Consultants, AI engineer, Healthcare Professionals

Paytm Insurance

Product Designer, Product Manager, Sports Expert, Innovation Consultants, AI engineer, Healthcare Professionals

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

Paytm Insurance I played a key role in desinging 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 demystify insurance for everyday users and make it feel simple, trustworthy and hassle-free. Insurance can be complex and intimidating, so UX is designed to guide users with clarity, emphasising on comparisons, simple explanations, and nudges at every point in the journey.

Paytm Insurance I played a key role in desinging 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

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 owner and engineering, iterating rapidly based on business goals and usability feedback. The final experience delivered a high-conversion, mobile-optimized platform that positioned Paytm Insurance as easy, fast, and reliable—a sharp departure from legacy insurance interfaces.