TATA AIA

Personalising the digital experience

While insurance is a financial security, navigating the world of insurance can also be overwhelming and anxiety driven. Understanding individual customer's unique needs in life insurance is essential.

Role

User Research

Wireframing

Prototyping

Information Architecture

Interaction Design

Usability Testing

Design Systems

Team

Marketing
Vice President

Time

8 month

B R I E F

India's Insurance Boom
68% Young and 67% going Digital Post COVID

The aim is to revamp the TATA AIA website, for India's youthful demographic, taking advantage of increased digital adoption post-COVID, and shifting the mindset from insurance as savings to protection.

Initial How Might We..

provide full product information in layman's words? 
simplify the product portfolio? 
concise the content? 
provide a consistent experience? 
better understand our customers?

NCPI Model

SWOT - Strength Weakness Opportunity Threats

Excels in intuitive UI and accessibility but faces challenges with unengaging visuals and confusing content. Opportunities include implementing interactive elements, while threats include competition's superior websites.

Offers user-friendly features like multi-language, concise product display but struggles with repetitive call options and confusing CTAs. Opportunities include organizing information hierarchically, while threats include confusion from competitors' similar color schemes.

Prioritizes personalized user journeys, storytelling approach and transparent growth representation enhance user engagement clear progress indicators, and concise product displays with effective call-to-action buttons but faces visibility issues with tags. Opportunities include refining banner content, fostering a seamless user experience.

Offers organized navigation, intuitive sign-up processes, featuring distinct product categories and transparent customer reviews but struggles with the need for improved personal data handling, lengthy pages and cluttered layouts. Opportunities include reducing page length and optimizing form design for better engagement, utilizing interactive elements effectively.

Defining User Persona

Insurance Buying Journey Map

Deep dive into the problem

Customers struggle with technical language.
Too many options make it tough to choose the right product.
Long, complex content leaves customers feeling overwhelmed.
Purchasing is frustrating and lacks user-friendliness, causing drop-offs.

After conducting a SWOT analysis, we analyzed our competitors' content organization to shape the planning and structure of our own components. This streamlined the development of a rapid prototype

Content Library and Rapid Prototype