How user research, personas, and conversational UX helped a health insurance aggregator improve lead capture.
The existing form-heavy experience had high drop-off rates. Users felt overwhelmed by the amount of data requested upfront. The goal was to redesign the journey into a guided, conversational flow that increases form completions and qualified leads.
Surveys, customer care conversations, and analytics data — combined to understand how people approach health insurance in India.
42.7% begin insurance research through friends and family — the strongest influencer channel by far.
The traditional agent-based approach is declining. Users prefer aggregators for transparency and comparison.
Coverage, benefits, and claim support matter more than premium. Insurance is seen as a precautionary investment.
Customer care, claims handling, and after-sales support are the true differentiators for provider choice.
Demographics, buyer distribution, call response rates, and time-to-purchase patterns.
Conversion rate, device usage, bounce rate — revealing real user behaviour on the platform.
Combined data was used to build personas and user flows representing the platform's core audience.
Come with an understanding of insurance and policies in mind.
Already compared on other aggregators. First-time or return callers.
No prior knowledge. Need guidance to find the right plan.
Data, conversations, and intuition — combined to model the majority of users and their paths to purchase.
Mapping persona needs to features, then sketching flows for first-time buyers, corporate-to-personal, and policy upgraders.
Started with Onboarding Experience — progressive disclosure where each screen collects one piece of information with contextual facts and encouragement.
High-intent users from Google Ads skip the homepage and land directly in policy-specific flows.
We did multiple wireframe iterations, and after an internal meeting with stakeholders, came up with the final wireframes that went for our first session of usability testing with clickable prototyping.
At 28, you're part of the rare 20% of health insurance holders!
A PED doesn't disqualify you — many plans cover after a waiting period.
Family floaters save up to 15% vs individual plans.
Individual floaters for parents reduce total costs by up to 12%.
Most users were able to complete the flow, but a few usability issues were observed in the health condition selection and the later steps of the form. Some users were unsure about where to enter additional conditions, and the transition between steps felt slightly long.
Added a modal for selecting other medical conditions to make the list easier to scan
Reduced form fields in the final step to minimize typing effort
Replaced OTP verification with a simpler quote generation step
Improved step clarity and progress indicators
Made the final action clearer with a "Get Quotes" call-to-action
After usability testing, the flow was simplified by merging steps and removing unnecessary verification screens. The OTP step was removed to reduce friction, and related inputs were grouped together to make the process faster.
PEDs don't disqualify you — most plans cover them after a waiting period.
No spam calls. We only contact you to help find the right policy.
The redesigned conversational UX transformed a cold, form-heavy process into a guided experience — meeting each user where they are in their insurance journey.