Vanya RawatProduct Designer

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©2025 Vanya Rawat
BACK TATA AIG Insurance
Designing a comprehensive insurance platform for India’s fastest-growing general insurance company to help customers explore and purchase a variety of insurance solutions. TATA AIG currently has 18M+ customers across India.

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my role
UX/UI Designer & Illustrator

tools
Adobe XD, Adobe Illustrator, 
InVision & Zeplin
contribution
Wireframes, Illustration, UI Design, 
Prototyping & Design Systemteam
5 Client Stakeholders (TATA AIG)
2 UX Designers, 3 UI Designers, 
1 Project Manager (The Minimalist)

Key Impact METRICS


Increased engagement & higher conversions Traffic per Month
1.8M+ Insurance Quotes per Month
175K+ Insurance Quote Time Reduced by
70% Insurance Quote Flow Reduced to2 clicks 

BUSINESS OBJECTIVES AND GOALS


  • Minimise customer attrition and optimise retention rates.
  • Reduce time and optimise the user journey.
  • Decrease drop-off rates and boost conversions.
  • Revitalising the website with a contemporary design.

USER NEEDS


  • Reduce the time it takes to get to the quote page 
  • Reduce the form-filling 
  • Easier to find information
  • Increase the convenience of buying insurance

Key CHALLENGE


To redesign the insurance buying journey with a mobile-first experience that reduces the quote time, simplifies form-filling, and streamlines navigation, while aligning with modern design standards to improve engagement, retention, and conversions.


SOLUTION

Mobile-first ExperienceOur research revealed that the existing navigation structure led to choice paralysis, while lengthy form-filling negatively impacted conversions. 
To address this, we adopted a mobile-first approach to engage a wider audience and introduced a payment-first strategy to minimise drop-offs and
improve customer retention. Additionally, third-party integrations were implemented to significantly reduce the form-filling burden.

We successfully met business KPIs by:
  • Reducing drop-offs and improving retention
  • Increasing conversion rates
  • Reaching a broader target audience through mobile-first design
  • Streamlining the user flow to speed up quote generation
  • Creating a consistent, minimal, and memorable visual language




DESIGN PROCESS

USER RESEARCH

TATA AIG offers a range of insurance products, with distinct user personas for each Line of Business (LOB) to address the needs of specific target groups (aged 18–75). 

We gathered user-specific data to define each ideal customer’s goals, pain points, buying behaviour, technical proficiency, and demographic details.






Information ARCHITECTURE


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:
  • Support intuitive navigation
  • Surface relevant information
  • Enable informed decision-making








UX DESIGN

We created wireframes to rapidly explore and iterate on design concepts. These served as visual guides, outlining layout structure, components, and user interactions.















Ui DESIGN


For the visual design, we adopted Neumorphism—a modern take on skeuomorphic design—primarily to:
  • Establish a distinctive and memorable visual language
  • Achieve a clean, minimal aesthetic when paired with flat UI elements
  • Differentiate the platform from competitors
  • Align with development constraints
  • Address accessibility considerations

DESIGN SYSTEM


TATA AIG’s design system serves as the visual DNA. 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.


Conclusion


Seamlessly integrating user-centric design principles with visually captivating product displaysWe identified and addressed potential on-screen challenges for users. Neomorphic design contributes to a positive and enjoyable user experience. The soft, realistic visuals can evoke a sense of familiarity, making users feel more comfortable and at ease while interacting with the interface. Reducing manual interventions further contributed to efficiency and an effective buying process.