TATA AIG
Reimagining Digital Insurance for 18M+ Customers.
I designed a comprehensive insurance platform for India’s fastest-growing general insurance company, enabling 18 million customers across India to explore and purchase a range of insurance solutions.
🏆 TATA AIG was awarded the DOD Award 2020 for Best UX, Best UI and Best in the General Insurance sector.
RESPONSIBILITIES
Wireframes, Illustration, UI Design, Prototyping
Adobe XD, Adobe Illustrator, InVision & Zeplin
CONTRIBUTORS5 Client Stakeholders (TATA AIG)
Lead UX Designer, Lead UI Designer, PM (TM)
Development Team (Heera)
We focused on redesigning the digital purchase journey with a mobile-first approach to reduce friction and expand reach. Research revealed that the existing navigation caused choice paralysis, while lengthy form-filling led to high drop-offs and low conversions.
To solve this, we introduced a payment-first strategy to streamline the checkout process, implemented third-party integrations to minimise form inputs, and optimised flows for mobile to engage a broader audience. Together, these changes improved customer retention and created a faster, more intuitive buying experience.
Higher conversions & reduced insurance buying time.
Traffic per Month
1.8M+
Insurance Quotes per Month
175K+
Insurance Quote Time Reduced by
70%
Insurance Quote Flow Reduced to
2 clicks
Customers struggled with lengthy forms, unclear navigation, and excessive steps required to get a simple quote. This friction not only caused frustration but also led to high drop-offs during the purchase journey. Despite TATA AIG being a leading insurance provider, attrition and low conversions signalled a clear gap: customers wanted speed, clarity, and convenience.
WHAT WAS CAUSING DROPOFFS?
1.
Customers abandoning the platform
mid-journey due to the lengthy quote processes.
Customers abandoning the platform
mid-journey due to the lengthy quote processes.
2.
The site’s outdated design and complex navigation made it harder to find key information.
The site’s outdated design and complex navigation made it harder to find key information.
3.
Competitors were offering sleeker,
mobile-first journeys with streamlined onboarding.
Competitors were offering sleeker,
mobile-first journeys with streamlined onboarding.
Visually showcasing TATA AIG’s key insurance offerings through accessible, modular product cards. Iconography and colour cues make product types instantly recognisable, while clean layouts highlight essential information at a glance.
Modular product cards and custom illustrations
The modular product cards were crafted to make insurance discovery intuitive and engaging through clean layouts and custom illustrations. As a designer, it was important for me to represent more women in these visuals—so even when reference materials featured men, I reimagined them with diverse, empowered women.
The modular product cards were crafted to make insurance discovery intuitive and engaging through clean layouts and custom illustrations. As a designer, it was important for me to represent more women in these visuals—so even when reference materials featured men, I reimagined them with diverse, empowered women.
Designed across different platforms
Parity didn’t just mean achieving consistency across iOS web and mobile previews — it extended to ensuring a seamless, unified experience across all devices, including Android.
Parity didn’t just mean achieving consistency across iOS web and mobile previews — it extended to ensuring a seamless, unified experience across all devices, including Android.
Design System
Neumorphism, a 2020 UI design trend, introduces a subtle 3D effect on flat elements through soft shadows and gradients. It blends minimalism's clean lines with realistic material textures, creating a modern, user-friendly aesthetic.
Neumorphism, a 2020 UI design trend, introduces a subtle 3D effect on flat elements through soft shadows and gradients. It blends minimalism's clean lines with realistic material textures, creating a modern, user-friendly aesthetic.
Insurance policies are inherently complex, often triggering specific rules based on individual user inputs. To address this, we developed a comprehensive information architecture (IA) to:
1. Customers abandoning the platform mid-journey due to the lengthy quote processes.
2. The site’s outdated design and complex navigation made it harder to find key information.
3. Competitors were offering sleeker, mobile-first journeys with streamlined onboarding.
Wireframes
I created wireframes to rapidly explore and iterate on design concepts. These served as visual guides, outlining layout structure, components, and user interactions.
I created wireframes to rapidly explore and iterate on design concepts. These served as visual guides, outlining layout structure, components, and user interactions.