Insurance Samadhan
role
UX Intern @ Design Brewery
year
2023
timeline
Feb – Mar (6 weeks)
team size
4 Designers + Researchers
keywords
Website Audit, Heuristic Evaluation, Competitor Analysis, SEO, Information Architecture, Design System, UI Redesign
Summary
Insurance Samadhan (InSa) helps Indian policyholders fight back when a claim is rejected, delayed, or short-settled, or when a policy was mis-sold. With a Shark Tank India appearance and thousands of resolved complaints, they had the credibility. Their website didn’t show it.
At Design Brewery, our team of four was brought in to revamp the entire website and position InSa as Asia’s only dedicated insurance grievance-redressal company. The brief had six goals: improve brand awareness, establish clear positioning, revamp the aesthetics, promote the Polifyx mobile app, increase time-on-site, and increase conversions through the website.
The redesign is live today and became the foundation for InSa’s next phase of growth.
What I owned
The moodboard and illustration direction that set the visual tone for the whole site
Wireframes for the service-page template, Testimonials, and Media Coverage pages
High-fidelity design of the Testimonials and Media Coverage pages, and several of the six service pages
The “Our Services” section and the “Hassle-Free Process” section on the homepage, from concept to hi-fi
The Polifyx app banners used across the site
20+
Page templates designed
6
SEO service landing pages
25+
Audit findings across 8 heuristics
6 wks
From audit to handoff
problem
What the audit told us
A trusted company with an untrustworthy-looking website. The site was actively working against the business on four fronts.
Services were hidden in a carousel and never shown together. Every service page explained all three insurance types instead of the homepage doing that once.
Heuristic audit — IA & navigation findings on the original site.
Prioritising header links was needed, the footer had no clear CTA, and all seven services were never presented in one go. The application process was written in industry language, and the shorthand “InSa” appeared in the FAQ and chatbot without ever being introduced.
Two pages existed for the same purpose (customer reviews and testimonials), and selected tabs looked identical to buttons.
Too many ways to contact, none of them consistent
WhatsApp, chatbot, contact form, and phone were all present, but each asked a different set of questions.
Two competing CTAs sat on the hero. The complaint form’s policy and complaint types changed depending on the dropdown, and the chatbot used a different set again. Users who started in one channel got a different experience than those who started in another.
The site was slow and visually fragmented
Lighthouse scored 46 on desktop and 37 on mobile. A CEO video autoplayed on every homepage visit.
Stat counters animated so slowly that users scrolled past before the numbers resolved. Blog and partnership pages used entirely different colours, buttons, and type from the main site. Hierarchy was missing in buttons, tabs and typography across sections.
Credibility was there, but invisible
The Shark Tank India appearance was a small label in the top bar. Media coverage, Google reviews and video testimonials were scattered and under-emphasised.
Forms gave no validation or confirmation. There were no breadcrumbs, no back navigation from the blog, and the login button gave no hint of what logging in would do.
For a grievance platform, leaving users unsure whether they’ve been heard is the one thing you can’t afford.
solution
The design principle
One clear story, told once, in the user’s language.
Rebuilt the homepage around one promise and one action
“India’s most trusted platform for resolving insurance complaints” leads the page with a single primary CTA (File complaint) and phone as secondary. Trust numbers — 15,000+ complaints resolved, ₹80 Cr+ claim amount recovered, 10,000+ happy customers, 3,500+ partner network — sit directly below the fold.
Put the Shark Tank stamp where it can’t be missed
A slim banner at the very top of every page confirms this is the company from Shark Tank India.
It was the single strongest trust signal InSa had, and the one most visitors arrive searching for. Contact channels are grouped in the same sticky bar so the phone number, WhatsApp and email are always one tap away.
Six pages: Mis-selling, Claim Rejection, Delay in Claim Process, Claim Short-settled, Health Claim Reimbursement, and Know Your Policy.
Each uses the same template — what the problem is, real customer quotes, why InSa, Polifyx, testimonials, the complaint form and an FAQ — so someone searching “claim rejection” lands on a page that speaks directly to their problem. Headings are built from the H1/H2 patterns that already rank for those terms.
Claim Rejection, Mis-selling of Insurance Policy and Know Your Policy — one template, six entry points.
Turned the process into a five-step visual walkthrough
Reach out → Share documents → Case acceptance → Registration → Resolution. Each step is illustrated with the actual UI the user will see, and the fee structure is stated plainly inside the process rather than in footer fine print. I took this section from concept to hi-fi.
Mapped every service in one view
The “Our Services” section shows all six services at once, each with a hand-crafted icon and a one-line explanation, with the insurance types they apply to listed above. No more carousel, no more guessing.
Unified the contact experience
One complaint form — name, email, phone, policy type, complaint type, description — reused across the homepage, all six service pages and the app landing page.
The same form on a service page and as a short standalone “File complaint” page.
The same policy and complaint options are mirrored in the chatbot, so the questions a user answers no longer depend on which door they walked in through.
Gave testimonials and media their own homes
A dedicated Testimonials page for video and written customer stories, and a Media Coverage page for press features.
Testimonials and Media Coverage — wireframes and hi-fi by me.
Both feed into the homepage as previews instead of competing with it, and both replaced the duplicate review pages the audit flagged.
A dedicated app landing page plus a recurring app section — track your case, interactive dashboard, get policies checked — with real screens and store badges. A persistent bottom-right dock keeps “File complaint” and the app download one tap away on every page. I designed the Polifyx banners used across the site.
Polifyx app landing page (top fold).
process
1. Performance and heuristic audit
Lighthouse on desktop and mobile, then a Nielsen heuristic evaluation with annotated screenshots.
25+ findings grouped into IA & navigation, visibility of system status, user control, consistency, error prevention, recognition vs recall, flexibility, and aesthetics.
2. Competitor analysis
PolicyBazaar, HDFC Life, Max Life, Ditto and Acko. None sell what InSa sells, but all had solved the trust problem.
Pattern we borrowed
PolicyBazaar
HDFC Life
Max Life
Ditto
Acko
Trust-building data strip
Quick form in the first fold
Plain-language service explainers
“Why choose us” benefits
Popular searches & quick guides
Segmented, searchable FAQ
App promotion with real screens
Which trust-building patterns each competitor used. Filled dots became requirements for InSa.
Data-driven benefit strips, quick forms in the first fold, in-depth service explainers, popular-search sections and segmented FAQs became the patterns we borrowed.
The most common H1/H2 tags from top-ranking results for “insurance policy lapse”, “claim rejection”, “insurance misselling” and “grievance redressal”.
Top-ranking H1/H2s for
“insurance policy lapse”
Understanding lapses
Reasons for policy lapse
Revival of lapsed policy
Reinstate a lapsed policy
Grace period
Top-ranking H1/H2s for
“insurance claim rejection”
Wrong disclosure of facts
Non-disclosure
Exceeding the time limit
Nominee not updated
Claim rejection reasons
Online complaint system
Top-ranking H1/H2s for
“insurance mis-selling”
Insurance ombudsman
Complaint resolution
Mis-selling complaints
IRDAI intervention
Over-enthusiastic seller
Fraud
Top-ranking H1/H2s for
“insurance grievance redressal”
IRDAI guidelines
Grievance redressal officer
Escalation matrix
Grievance acknowledgement
Process of escalation
Citizens’ charter
Heading patterns pulled from top ads and articles for each service’s search term.
These shaped the service-page headings and the structure of the Insights blog.
4. Proposed information architecture
Restructured the sitemap into Home, Services (×6), About, Insights, Polifyx, Help & Support, Careers, Testimonials, Media Coverage, Contact and Partnership, with each page’s section order defined before any UI was drawn.
5. Moodboard and visual style
Brief: far from boring, but safe. I gathered references that leaned on warm, rounded layouts, friendly illustration and card-based service grids.
We locked a design system around Nunito for everything (H1 72px Bold down to 12px helper text), a primary orange with black, four light tints (green, red, blue, purple) and four soft gradients for section backgrounds.
I was responsible for the moodboard and for sourcing the illustration style used across the site.
6. Iconography
Three tiers of icons: six hand-crafted gradient service icons, a line set for the insurance types, and a sketchy “added joy” set.
The service icons anchor the “Our Services” grid, the insurance-type icons educate users on what they hold, and the illustrative set adds warmth to section headers and empty states.
7. UI design
Homepage first to lock the system, then the service template, then rollout across app, content, legal and partnership pages. Weekly reviews with the Design Brewery team and the InSa stakeholders.
About, Insights, Careers, Partnership and Portfolio templates.
outcome
What happened next
The redesigned platform supported InSa’s growth to 5,000+ new customers, 6,000+ additional claims resolved, and a 37% increase in total claim value, from ₹160 Cr to ₹220+ Cr.
The site went from a credibility gap to a credibility engine: one clear promise on the homepage, a Shark Tank stamp visible on every page, six service pages that rank for the exact problems people search for, and a single consistent path to filing a complaint no matter where a visitor enters. Testimonials and media coverage, once buried, now carry their own pages and feed the homepage as proof.
5,000+
New customers served
6,000+
Additional claims resolved
37%
Increase in claim value
₹220 Cr+
Total claim value, up from ₹160 Cr