Aditya Birla Health Insurance
Drove 20% increase in retention by mapping wellness to insurance premiums
Overview
The Problem
Users, especially Millennials, lacked knowledge of Aditya Birla Health Insurance's wellness benefits and their effect on premiums.
The Goal
Designing a freemium experience for Milennial users
Simplify the visualisation of premium returns and enhance the experience of Millennials by adding more utility to the app.
We designed a goal-based wellness tracking experience that allowed users to visualize their premium returns.
The design led to a 20% increase in retention and DAU on the Android app.
Role
UX Designer
Interaction Designer
Team
Design Manager
Duration
2 years*
*This case study highlights only part of the work done over this period
What makes this project special?
I conceptualized a new set of design patterns, and data visualization techniques and introduced micro-animations.
What it looks like today…
In 2017, ABHI embraced digital tools (mobile apps, cloud, wearables) and data sharing to target Millennials, a previously untapped audience. This shift led to...
80%
Technology driven policy sales
~40%
Increase in Preliminary Health Checkups since 2019
Upto 30%
Paid back in premiums as wellness incentives
Complex health benefits and confusing terminology became barriers to app engagement for Millennials.
The ideas
Personalised onboarding
Millennials crave speed, personalization, and control.
Designed a custom onboarding to empower them, streamline their journey, and make insurance relevant to their wellness goals.
Contextual Cross-selling
Personalized widgets (meditation, fitness, recipes) encourage wellness exploration.
Seamless partner connections (yoga mats, meal kits, gyms) offer relevant benefits.
Creates a win-win for users (improved health) and ABHI (increased engagement).
Smart Activity Tracker
Goal-based Daily Tracker:
Users set personalize fitness & nutrition goals during onboarding.
Milestone achievements unlock rewards and points.
Points contribute to insurance payback, directly motivating users.
Gamified approach: empowers users to take ownership of their health journey.
