Motor Insurance
Building AngelOne's First Insurance Product
My Role
Lead Product Designer with a supporting role in UI Design
Team
Cross-functional collaboration
with UI Designer and AngelOne's Product & Development teams
Timeline:
January 2024 – November 2024
Disrupting the Insurance Space
Designing an intuitive journey for 25M+ users to choose insurance with confidence.
To craft an engaging and seamless digital motor insurance experience, empowering users to protect their vehicles with confidence while laying the groundwork for expanding AngelOne’s insurance offerings to include life and health coverage.
Exploring the Motor Insurance Landscape
Examining existing user behavior on the AngelOne platform alongside market data on insurance purchase patterns in India to identify key insights and opportunities.
Market Understanding & User Context
Studied purchase patterns and user demographics
Analyzed distribution channels
Identified key purchase drivers and barriers
Mapped user investment journeys
Pre-Purchase Journey Analysis
Explored user awareness levels
Documented decision-making factors
Identified friction points
Analyzed documentation requirements
Studied quote comparison behavior
Post-Purchase Experience Review
Investigated policy management needs
Analyzed claims processes
Evaluated network garage accessibility
Assessed support channel preferences
Mapped digital vs. physical touchpoint preferences
Benchmarking Against Competitors
Evaluated six major players in the Indian insurance market across key parameters
Survey with 620 Angelone employees
We analyzed their decision-making process, preferences, and key factors influencing their choice of motor insurance type, provider, and distribution channel.
Decision -Making Factors
🔹 Distribution Channel – Fast, easy, and cost-driven choices.
🔹 Brand/Company – Claim settlement ratio, past experiences, and lowest price.
🔹 Policy Type:
First-party – Coverage over price, financial security, risk aversion.
Third-party – Price-sensitive, legal compliance, minimal engagement
Insurance Renewal Trends
🔹 Majority Renewed: Many users have renewed their insurance.
🔹 New Insurance Buyers: Some purchased their first policy with their car.
🔹 No Insurance: A small group lacks insurance despite legal mandates.
Purchase Channels
🔹 Online Marketplaces – Most popular choice due to speed, ease, and affordability.
🔹 Car Dealerships – Second most common; trusted due to familiarity & past experiences.
Brand Preferences
🔹 Top 3 Brands Chosen: ICICI, Bajaj, and TATA.
🔹 Reasons for Preference:
Strong claim settlement ratios.
Established brand trust.
Peer recommendations.
Knowing Our Users Better
25 existing users were interviewed from Tier 2 & 3 cities to gain insights into their pain points and insurance needs.
Predominant part of the user group:
Tier 2 & 3 City Residents in India
🔹
Economic Segment: Lower middle-class individuals.
🔹
Occupations: Private jobs, government roles, or small businesses
🔹
Financial Mindset:
Price-sensitive, looking for value-driven policies
🔹
Digital Behavior: Comfortable with mobile apps but need guided experiences
Other User Archetypes
Insurance Explorers
Users new to motor insurance or exploring options, focused on understanding and making informed decisions.
Purchase-Assisted Users
Users who need additional help or reassurance during the purchase process, whether due to complexity or lack of confidence.
Post-Purchase Managers
Users with existing insurance seeking tools to manage, update, or renew their policies efficiently.
Vehicle Managers
Users seeking a centralized platform for managing vehicle info, insurance, documents, and alerts.
Claim Submitters
Users filing claims for accidents, theft, or damages, needing a smooth and transparent process.
Let’s Begin
Structuring the Experience
Approach 1
Insurance Tab
Help & Support
Call for Expert Assistance
&
Create Ticket
Discover Page
(Motor Insurance Widget)
Enter Registration number
Confirm vehicle and RC details
View Insurance Plans
Select Add-ons
Review Policy
BUY NOW
Vehicle Vault
(Added Vehicle)
1. Vehicle Insurance
2. Traffic Challan
3. PUCC Check
4. Vehicle Docs
4. Add Another Vehicle
My Policies
Track, update & manage policies bought from angel
Approach 2
Insurance Tab
Homepage
Enter Registration number
Confirm vehicle and RC details
(Back to homepage)
Goes to Vehicle Vault
Existing Insurance Status
View Insurance Plans
Review Policy
BUY NOW
(Other features)
1. Insurance Status
2. Traffic Challan
3. PUCC Check
4. Vehicle Documents
5. Support
Approach 3 (Selected)
Insurance Tab
Help & Support
Call for Expert Assistance
&
Create Ticket
Homepage
Enter Registration number
View Insurance Plans
Confirm previous policy details
Review Policy
BUY NOW
(Back to homepage)
Added Vehicle Details
1. Insurance Status
2. Explore all plans
3. Add another vehicle
My Policies
Track, update & manage policies bought from angel
The Product Manager and I explored three approaches. The first two added unnecessary steps before purchase, making the process complex for Tier 2 and 3 users.
We chose Approach 3 as it streamlined the journey—auto-fetching details from the registration number, leading users straight to plan selection for a quick, hassle-free purchase.
Let’s Begin
Enabling users to discover insurance quotes easily
Motor insurance is often seen as complex and transactional. Users, especially first-timers, don't intuitively relate to it like they would with familiar financial products. The design aimed to bridge that gap and simplify discovery.
Design Goals:
Learnability
Discoverability
Simplicity
First-time Onboarding
Trust Building
Reducing Entry Friction
By starting with just a vehicle number, the flow lowers the barrier for new users who might feel unsure about where to begin.
Guiding with Visual Cues
A clean, image-first layout helps users understand the offering quickly without reading-heavy content, making the experience more approachable.
Supporting Unprepared Users
The option “I don’t have my vehicle number handy” adds flexibility, reassuring users and preventing drop-offs at the very first step.
Encouraging Trust Early On
The flow is designed to feel light and comforting—helping users move from hesitation to interest in what I call the developing trust phase.
Measurable Impact
55.16% Click-Through Rate
on the vehicle entry step—demonstrating strong user engagement and a successful reduction in entry friction for first-time users.
Returning user
Re-Engagement for Returning Users
For returning users, the homepage is designed to feel familiar, personal, and action-ready—reducing friction and nudging them toward plan selection or renewal with confidence.
Familiar Context First
By displaying the previously entered vehicle and viewed quote upfront, the experience feels personalized and helps users re-engage quickly.
Creates urgency with clear communication
A smart reminder on policy expiry creates urgency without being intrusive, guiding users toward timely action.
Smart Recommendations
Relevant insurance plans are preloaded based on the user's vehicle, removing guesswork and enabling faster comparison.
Pre Purchase
Personalized Renewal Experience
Built for Tier 2 & 3 Users
Designed flows with simplified language, video assistance, and minimal input effort—addressing the needs of semi-digital users in smaller cities.
Smart Content Hierarchy
Reordered key data (Insurer > Price > Claim/Network) to match how users prioritize, speeding up selection and improving comprehension.
Boosted Decision Confidence
Introduced credibility tags like “Most bought in your city” and “Recommended for you,” using behavioral data to guide user choices intuitively.
Frictionless User Flow
Auto-filled vehicle and plan data reduced effort, while modular dropdowns and toggles allowed flexible, guided customization.
Simplified Decisions with Real-Time Help
Introduced insurer insights, risk indicators, and explainer videos during IDV selection to help users make informed choices and reduce drop-offs.
Streamlined Expired Policy Flow
Made vehicle inspection easy post-expiry with a 3-step flow and support video for faster completion.
A/B Tested Tag Labels
Experimented with tag terminology (“Most Bought” vs “Popular in your city”) to improve trust and conversion.
52.5% Quote Exploration Rate
Among users who added their vehicle, over half proceeded to explore renewal quotes—a strong indicator of engagement in a low-intent, post-purchase flow.
Optimizing Post-Quote Interactions for Increased Engagement
Simplified complex information to aid decision-making and increase purchase confidence.
Guided users through tasks with step-by-step instructions and tutorial videos, reducing friction.
Reinforced trust with positive feedback and encouraged engagement through timely cross-sell opportunities.
Creating Confidence After Conversion
Elevating the Post-Purchase Experience
Shifted focus from transaction to relationship—creating intuitive tools and timely communication that foster user trust and long-term retention.
Actionable Policy Management
Quick actions like Update, Download, and Cancel give users instant control—driving trust and reducing support reliance.
Proactive Communication
Integrated timely, contextual notifications for policy start dates, expirations, and renewals—ensuring users stay informed without friction or surprises.
Clear Policy Segmentation
Crafted a clean, scrollable layout that segments active and upcoming policies, helping users focus on what matters and reducing overwhelm.
Data-first impact summary
Demonstrating the tangible effects of design decisions on both user experience and business performance.
50%+
of users completed onboarding after giving consent
80%+
engaged with key features post-onboarding
Weekly policy sales remained stable, indicating sustained user interest and product-market fit
Check Next Phase!
Beta-Ready:
Iterating on the MVP
We launched the beta version of our insurance platform to 60,000 users.