eCommerce
Charlie Banana
We undertook a complete redesign of the UI/UX for the website, focusing on key product buy journeys such as Motor, Health, and Travel Insurance. The primary objective was to enhance the online buying experience with minimal clicks while ensuring a seamless transaction process on a mobile-first platform. Additionally, the project aimed to improve the claims management journey to provide a hassle-free experience for users.
Tools
Method:
Platform:
Languages:
Adobe XD,
Miro
Wireframe,
UI Design
Android
English
Team:
UX Lead: Bhushan Shimpi
UX Associate: Nidhi S.
What was the problem we were trying to solve?
During the COVID-19 pandemic, users needed a quick and contactless way to apply for loans. The existing process was cumbersome, requiring physical verification and extensive paperwork. The goal was to create a frictionless, end-to-end digital loan application process with secure online KYC verification via DigiLocker, ensuring faster approvals and a seamless experience.
My Role:
As a Senior Lead UX Strategist & Designer, my responsibility was to craft an intuitive user experience that aligns with business goals. Our approach began with an in-depth research phase, where we gathered insights from 10 stakeholders across different departments to understand their expectations from the redesign. We also created an affinity diagram to identify key pain points and opportunities for improvement.
User Problems
Identified
Through research, we uncovered several critical user pain points:
🚫Limited digital payment options – Available only for motor insurance, while other policies required offline processing.
🚫 No online policy renewal – Users couldn't renew policies digitally, leading to frustration.
🚫 Outdated website – The design was old-fashioned, cluttered, and lacked easy access to key policies.
🚫 Lack of real-time support – No instant help when users got stuck during the buying process.
🚫 Complex insurance jargon – Ambiguous terminology made it difficult for users to understand policies.
🚫 Heavy, content-loaded pages – A complex and overloaded UI resulted in user drop-offs.
🚫 No immersive search functionality – Users struggled to find the right policy easily.
🚫 Lack of trust signals – No customer testimonials or social proof to build credibility.
🚫 No policy tracking system – Once a policy was purchased, users had no way to track its status.
Design Process
Followed
We adopted a user-centered approach to redesign the website:
-
Stakeholder Interviews & Research
- Conducted 10 in-depth interviews with business stakeholders.
- Identified key pain points using affinity mapping. -
Competitive Analysis
- Studied competitor insurance websites to benchmark industry best practices. -
Wireframing & Prototyping
- Developed low-fidelity wireframes to define layout and key interactions.
- Iterated with high-fidelity prototypes based on usability feedback. -
Usability Testing
- Conducted A/B testing to determine the most effective UI patterns.
- Refined design based on real-user feedback. -
Final UI/UX Design Implementation
- Optimized the buying journey with minimal clicks.
- Integrated digital payments, policy tracking, and an immersive search experience.
Successes &
Challenges
Successes:
✔ Streamlined the online buying journey – Reduced unnecessary steps for policy purchase.
✔ Improved mobile-first design – Ensured fast, smooth transactions on mobile devices.
✔ Added real-time support – Implemented chatbots and FAQs for instant user assistance.
✔ Simplified complex insurance terms – Used plain language and visual aids to improve comprehension.
✔ Enhanced user trust – Introduced customer testimonials and ratings to boost confidence.
✔ Enabled policy tracking – Provided users with a dashboard to monitor their policies post-purchase.
Challenges & Failures:
-
Initial stakeholder resistance to simplifying legal insurance terms.
-
Overloaded content sections made it difficult to prioritize key information.
-
Required multiple iterations to ensure a balance between business needs and user simplicity.
Key Insights That
Shaped the Design
🔹 Users preferred a guided experience rather than a free-exploration model.
🔹 Trust elements (testimonials, security badges) significantly increased conversion rates.
🔹 A mobile-optimized, minimal-click journey reduced drop-offs by improving ease of navigation.
🔹 Providing clarity on claim procedures upfront increased transparency and user confidence.
Our redesigned website delivered a fast, intuitive, and user-centric experience, with:
✔ A frictionless digital buying journey with minimal steps.
✔ A seamless policy renewal process available for all products.
✔ A simplified, jargon-free interface to make insurance more approachable.
✔ An optimized mobile-first design for a better digital experience.
✔ A transparent claims management system with easy tracking.
The solution best addressed user pain points while aligning with business needs, making the buying and claims journey effortless, trustworthy, and conversion-friendly.
Final Solution & Why It Was the Best Choice
