DARIUS ANTONOV
Independent 3D designer & art director,
creating outstanding designs.
Challenge Prompt
The objective was to enhance the visibility and conversion of Aarogya Care insurance products within the Bajaj Finserv Health Mobile App.
Where do I come in?
Given a crude concept and incomplete understanding of Aarogya Care's purpose, I led the initiative to align the business model and clarify objectives.
Working with three exceptional product managers, we developed a comprehensive product roadmap and executed it through multiple releases. Our iterative approach, featuring phased design and pilot testing, allowed for continuous optimization and refinement towards achieving our goal.
Product roadmap
Key Objectives
easy Discovery
the product should be easily discoverable and enticing for user to click on it.
comprehensive/
intuitive
simplify & make the process of purchasing digital insurance more engaging compared to the complex & mundane process of obtaining insurance in real life
easy Buy
purchase decisions should be intuitive and require minimal cognitive effort from users
personalization/
customization
customize the plans and features to cater to the specific needs and financial capabilities of individual customers
easy utilization
clearly communicate our offerings and provide guidance on how customers can easily utilize the benefits we provide
items are my prompt suggestions for UX planning
Building the Information Architecture
We developed an insurance product recommendation algorithm, carefully considering user suggestions and flow. This algorithm effectively filtered and recommended insurance products based on user responses.
Building UX from ground up to visualize the flow
To promote a positive work environment, I chose a bright color scheme for myself and the team. Through developing a total of 76 screens, we realigned objectives to familiarize users with Aarogya Care and establish a non-interruptive flow.
The product is complex and not that easy to understand so I was tasked to counter with design
Rapid UI for Pitch to senior stakeholders
I created a rapid UI prototype to present the user journey to senior stakeholders and secure approval for backend development. While UX is important, I believe that developing some level of UI can provide more qualitative insights. As UI elements such as colors and layout can guide the user’s attention and emphasize key information, I consider it an important component in testing my UX hypotheses.
Although the designs and projects were approved, due to so many teams and stakeholders involved, a number of individuals provided extensive feedback, resulting in an open-ended ideation process. By the end, we focused on simplifying and speeding up the process, while accounting for setbacks and repurposing UX logic.
Backend Setback
Some algorithms and numbers
on plan cards needed to be dynamic based on user data captured.
How would my design cater to that?
UX logic revision 1 - Reduce questions
We recognized the need to minimize input steps and simplify the complexity of the plan-finding questionnaire and insurance personalization questions on the product page.
How do I simplify the process even further? What questions can we get rid of?
UX logic revision 1 - Reduce
options
Should we really show recommendations and again allow users to choose, causing more confusion or should we take them to the best plan that we want them to buy and reduce steps to reach at their dream plan?
Should we take the user directly to plan purchase page instead of recommended plans page?
'Get my quote' journey
Learnings led to development of a ‘Get my quote’ feature, also informed the release 2 after MVP release. In this phase we focused on personalization and plan finding optimization.
We also started experimenting with names of categories. Since our users had some familiarity with some plan names.
UX wireframes & flow
UI components & screens - MVP
Final Design UI
"The user interface was designed with the brand's color scheme in mind, and while I was able to exercise some creative freedom with illustrations and visuals, I had to ensure consistency with other screens in the app.
UI Screens
Discovery
Product Page
We’ve made some slight modifications to the flow here. Initially, I had proposed that the proposer form be filled out by the user after making the payment due to its length, but in the final flow, it had to be filled before the payment process due to technical issues posed by the backend team.
Review & Payment
Exit Intent
Post payment
Made some slight modifications to the flow here. Initially, I had proposed that the proposer form be filled out by the user after making the payment due to its length, but in the final flow, it had to be filled before the payment process due to technical issues posed by the backend team.
The Handover
Handed off the project to the UI team to address and fine-tune all the minor details and achieve pixel-perfect design
Release & Impact
Aarogya care module has been released and is now live on our app.
Within a month of its launch, we witnessed a remarkable 5x increase in sales and identified opportunity to develop additional designs for warm and cold lead generations. This project has been instrumental in creating a comprehensive digital space and a base to showcase all of our products and offerings and I am glad that I led the project and got to be a part of it.
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