Buying insurance online UX case study

How UX took the fear of insurance being technically complex and changed it to as simple as an everyday choice to make.

Insurance as a word creates a certain bit of discomfort especially if you are thinking to buy one. It is mostly because it requires a lot of complex decision making in the process. This has created an ambiguous fear amongst the user about the insurance, and to build a product around it can be challenging.

Before starting, it is very important to observe and understand what is causing a certain behaviour and what could be done to communicate well.

Understanding why?

Look at the people around you. Every single person is busy with something or the other. Where there are so many things to be taken care of in daily life, where is the time to understand complex things which involve a lot of paper like insurance, an investment sector or banking policies.

These are the people of India who are still afraid to discuss these things, because, before this digital era these things were actually complex and tiring to understand, given all the terms & conditions it comes with. And this fear is still ingrained deep within.

What is complex?

One might think when it comes to insurance there are a lot of questions in a person’s mind. But actually, it is a simple question what will it cover and how much I need to pay?

There is a fear of terms and conditions that apply on a policy which makes the insurance complex. It is actually the fear of not knowing.

What can design (UX) do to solve this?

The questions are simple:
What is the value in what I am buying? If we dig deep we can further dismantle this question into much simpler and smaller questions. Questions like:

How much will I get at the time of claim?

How will I get the claim settled (how tedious is the process)?

What are the hidden terms?

How much I need to pay?

Is this the best option or can I get a cheaper price?

Short and simple landing page

The value a well-designed page can add is to answer these little questions without having the user to dig deep (as he would have done in the traditional way) right at the moment when the question arises.
Design can also make the page look less intimidating and more inviting which aids the user to interact smoothly, consume information when needed.

These are a few examples of how we approached the UX for car insurance at Coverfox:

Clearly, state what is covered and what is not

Segregate this information for the user transparently and you save a lot of time for him to go and find it out himself.

No hiding of information

Give a clear price indication.

Mostly state all-inclusive price with a breakup on demand.

Clear price breakup

Suggest the user

Compare for the user, a user sometimes relies on your knowledge of insurance understanding. Help him figure out the best plan. This can be done by giving him customized results, like ‘recommended for you’ and don’t forget to give him the reason for the recommendation. It will evoke more trust in your brand.

Suggesting one plan amongst the same ones

Explain alien terminology on the spot

Take help of tooltips and clear the doubts then and there. For example, NCB (No Claim Bonus) - explain what does it mean and how will it affect the user.

Explaining ‘invoice cover’ on the spot

Make his selection smooth

Use images instead of icons or anything that the user is more familiar with. For example, instead of just the names of the car brand, show him the logos and he will choose quickly.

Showing brand logos for quick resemblance

Explain what will happen next

Giving your user an idea of what to expect in the next step always makes him feel under control. For example, show him the number of steps and his current progress.

Showing progress on top of the modal

Keep the lengthy information also handy

Even if you have simplified the complex information for the user, always keep an option for the user to go through the traditional stuff also. It will eliminate the feeling of distrust from the user. For example: Allow him to download the traditional policy PDF while he is deciding.


Reassure and reconfirm for critical information. For example getting the correct car info is very crucial for quotes generation, so show user what he has entered before generating quotes. Sometimes you realize your mistake once you see it.

“A good design always lets the user feel in control and lets him behave the way the designer intended.”

Hope it was useful.

Find me on
Dribbble | Behance | 500px | Instagram

Love to declutter the world by making things simple, as they are. Afterall, everything is not a rocket science.