01 / 05
Creates urgency and encourages timely completion.
Explains why employer-provided coverage is beneficial.
Time estimate upfront
Reduces perceived effort and increases start rate.
Single primary CTA → Keeps users focused on one next action.
Auto-save messaging → Reassures users they can return later without losing progress.
UX NOTE:
When users re-enter via email, they land on the last step they left off at.
Quick Google login → Onboards the user quickly, without creating a password.
Progress indicator
Reduces uncertainty by showing completion status.
Grouped question cards
Improves scanability and reduces cognitive load.
Yes/No controls
Faster and more mobile-friendly than dropdowns.
Plain-language headline
Avoids insurance jargon for first-time buyers.
Educational guidance card
Helps users choose coverage confidently.
Salary-based recommendations
Simplifies complex financial decisions.
Review later reminder
Encourages progression without fear of commitment.
Visual comparison of options → Makes trade-offs easy to understand.
Recommended option highlighted → Reduces decision paralysis.
Editable sections → Allows corrections without restarting the flow.
Centralized summary view → Enables quick verification before submission.
Positive confirmation message
Reassures users their application was completed successfully.
Email Entry Point→ Review Enrollment
Employees receive a limited-time enrollment invitation to apply for voluntary life insurance. Many applicants have little prior experience purchasing insurance, may want to include a spouse, and may abandon the process due to competing priorities. The enrollment experience should help users confidently complete their application while supporting seamless continuation across devices.
02 / 05
User Persona
Marketing Coordinator
“I got this email about life insurance but I don’t really know what I need. I’ll figure it out later.”
Goals
Frustrations
Context
User Journey
A simple step-by-step flow to help users get enrolled in a life insurance plan.
User gets the life insurance enrollment email.
User opens email and clicks the enrollment link.
User reviews plan info and key benefits.
User provides basic eligibility information.
User chooses desired coverage.
User can add spouse or dependents.
User checks all details before submitting.
User submits the application.
User gets a confirmation email.
Alternative Path
Closes the tab or gets distracted before completing.
Reopens the enrollment link later (e.g., on laptop).
Completes identity verification to continue.
System takes the user back to where they left off.
User finishes and receives confirmation.
03 / 05
Life Insurance Corporation of India (LIC) remains the overall market leader in the Indian life insurance market, followed by strong private players with significant presence in corporate and group insurance.
One of the largest private life insurers and a major provider of employer-sponsored group insurance.
Strong presence in corporate employee benefits and group insurance programs.
Particularly strong in group insurance offerings, with recent growth driven by employer-sponsored group policies.
Popular among corporates and SMEs for group term life products.
Indian Market
US Market
A blend of clarity, trust, and approachability — inspired by leading insurance and financial platforms.
Many users almost, 80% of the customers are not technically fintech literate. Mostly they know the basic terms. Also most of them do not have patients to go though all terms and condition of the service.
So my approach is to remove all buzz and technical words, reorganize the data into simple relatable format, more visual explanation, simple navigation.
I simplified the process by turning long insurance forms into a guided flow with simple questions and clear coverage options. Users only see information relevant to the current step.
The risk is that some users may miss important policy details, so I included short explanations and a final review screen before submission.
I used automatic progress saving so users can leave and return anytime without losing their application. The progress bar also helps them understand where they are in the process.
I chose this over a manual “Save Draft” option because it requires less effort and reduces the chance of users dropping off.
I’m least confident about the recommended coverage amounts based on salary. While it makes decisions easier, some users may want more control.
To validate it, I would run usability tests and compare completion rates, user confidence, and drop-off rates against other coverage selection approaches.