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Value Insurance

A UX Case Study

About the Project

As part of the project, I was responsible for improving the 'Value Insurance' platform to make it more user-friendly for customers. The project involved:

  • Conducting research and analysis to understand the platform's functionality and how it worked.

  • Ideating and brainstorming different concepts and flows, based on user journeys and personas.

  • Creating wireframes and mock-ups that defined identified stories and journeys, making it easier for users to make informed decisions and complete necessary tasks efficiently.

The ultimate goal of the project was to create a responsive design solution that enabled users to view suitable policies by providing relevant information upfront. By reducing the time required to complete tasks, users could make judicious decisions and take action quickly.

Problem Statement

The online platform that existed lacked a user-friendly experience and included redundant information. Furthermore, it bound customers to purchase policies through intermediaries, resulting in additional expenses, confusion, and uncertainty


To develop a solution with a responsive design for purchasing vehicle insurance that would assist customers in making well-informed and carefully considered purchasing choices.

The Process


a) Competitor Analysis

To gain insights into the competitive landscape, we analysed the websites and mobile applications of the top four motor insurance companies, including both direct and indirect competitors. Our analysis revealed that while most companies provided a wealth of information for potential buyers, the information overload could make decision-making overwhelming and decrease the likelihood of users buying insurance.

b) Survey and Interviews

In order to gain insight into user behaviour, determine the most important features, and identify issues with existing platforms, we conducted surveys and interviews with 15 potential buyers. Our survey included both new buyers and those looking to renew their insurance, and we analysed the results based on users' maturity levels, such as first-time buyers or previous owners. We categorized our findings into three sections: Positive, Negative, and User Needs, in order to identify areas for improvement and better understand user preferences.

Observations from User Interviews.jpg
c) Identify Opportunity through Insights

After conducting a survey of 15 potential insurance buyers, including those interested in new purchases and renewals, we gained valuable insights into their platform usage patterns, preferred features, and challenges. Through analysis of the survey results, we identified several opportunities for improvement in the existing platform.

d) Gap Analysis

We conducted a gap analysis to identify areas where our insurance platform was falling short of meeting user needs. By comparing the current state of the platform with the desired future state, we were able to identify gaps in skills, resources, and processes.


Through research, we identified the problem statement for our insurance platform and used insights to create an empathy map, personas, and a journey map. These tools helped us understand user needs and expectations and improve the platform's functionality and user experience.

a) Problem Statement

The problem statement defines the issue or challenge that needs to be addressed. It helps to focus efforts and resources towards finding a solution that meets the needs of the users and aligns with the goals of the organisation. In the case of our insurance platform, the problem statement is that it is failing to meet user needs and expectations, resulting in low customer satisfaction and potential loss of business.

b) Empathy and Persona

To ensure a user-centric focus throughout the project, we created three user personas based on the varying interest levels of our users - novice, intermediate, and pro-level policy holders. While developing these personas, we also revisited the empathy map to remind ourselves of what the user sees, hears, thinks, and does. This helped us better understand and meet the needs of our users and tailor our solutions to their specific needs and interests.

c) Journey Mapping

To enhance our understanding of the user experience, we created a journey map that outlines the user's interactions with our insurance platform. This helped us identify pain points and areas for improvement throughout the user journey, from initial awareness and consideration to policy purchase and renewal.

d) User Flow

In our project, we developed three different user flows with various scenarios. As an example, we considered the user flow of Aman, who wishes to purchase his own bike but is unaware of the technicalities involved in buying and taking out insurance. At the showroom, Aman was overwhelmed by the various opinions and information provided by different people. However, he learned that he could save money by buying his own insurance and wanted to explore that option. By mapping out Aman's journey and understanding his pain points, we were able to identify opportunities to streamline the process and make it more user-friendly for novice buyers like him.

e) Information Architecture

To gain insight into how users expect content to be organized and displayed, we conducted an open and closed card sort exercise. Using the results from this exercise, we created a sitemap that reflects the users' preferences and expectations. By involving users in the content organization process, we were able to create a sitemap that is user-centric and intuitive, making it easier for users to navigate and find the information they need.


a) Lo-fi wireframe

Since simplicity and ease of use are one of the biggest aims, the number of screens were kept to a minimum and I wanted to focus on highlighting the core features. I started with pen and paper wireframes, and created multiple versions of each screen until I found a combination of features and elements that I thought matched the users needs and that would be as intuitive as much as possible.

b) HiFi wireframes

To create a visual design that reflects the values of our insurance product, we started by listing down all the keywords associated with our product's value proposition. Based on this, we identified a few key attributes that were used to create a mood board and style guide.


a) Onboarding Screens

ValueInsurance application is designed to help user's easily onboard the app with minimum and relevant information. New users are given information and how this application will add value and screens are designed in order to create a clean and minimalistic view.

b) Home Screen

Users have easy access to the real time data, current plan and polices. The colour scheme is used carefully throughout this screen in order to create a clean and minimalistic view.

c) Features that enhanced user experience

Future Scope

  • Chat bot that helps user identify best fit policy with comparison against comprehensive and third party policies separately and comparative.

  • Ease of scanning and uploading documents for insurance documentation purpose.

  • With the use of telematic, a user can avail the facility of pay per use insurance policy

  • With AR inspection user can get estimation cost for any damage apart from roadside assistance in case of any emergency

  • In upcoming years when self driving cars might dominate the motor vehicle market in India, it’ll almost eliminate the need to monitor driving behaviour as it’ll be automated

  • At that time only accident prone areas that are under the risk of natural calamities will affect the insurance premium making the cost truly dynamic

  • Integrating insurance related modules in the upcoming self driving cars itself will make the insurance claim process very seamless

  • The number of agents will reduce substantially as active agents retire and remaining agents rely heavily on technology to increase productivity. The role of agents transitions to process facilitators and product educators

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