Insurance Communication Redesign

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Project name

Client

ICICI Lombard

Role

Product Designer

Duration

1-2 Months

Overview

ICICI Lombard had strong products but the way they communicated them was holding customers back.

Quotations were scattered across multiple PDFs.
Renewal notices felt like policy documents.
Internal launch communication had no consistent structure.

I redesigned them- making each one simpler, cleaner, and easier to act on.

Challenge

Customers were overwhelmed before they made a decision.

Agents sent separate quotes for each plan.
Renewal notices buried the most important actions under layers of information.
Every internal launch looked completely different from the last.

The content was all there- it just wasn't working for anyone.

Research

Agent & Customer Interviews

Understood how plans were being compared, where confusion crept in, and what was slowing decisions down.

Agent & Customer Interviews

Understood how plans were being compared, where confusion crept in, and what was slowing decisions down.

Competitor Study

Reviewed how other insurers structured quotations and renewal communication.

Competitor Study

Reviewed how other insurers structured quotations and renewal communication.

Heatmap Analysis

Used heatmaps on renewal notices to see exactly which sections users were missing - and which CTAs weren't getting noticed at all.

Heatmap Analysis

Used heatmaps on renewal notices to see exactly which sections users were missing - and which CTAs weren't getting noticed at all.

Stakeholder Collaboration

Worked closely with business and product teams to make sure design decisions aligned with both user needs and business priorities.

Stakeholder Collaboration

Worked closely with business and product teams to make sure design decisions aligned with both user needs and business priorities.

Findings

Customers had to mentally compare plans across multiple PDFs — no single view existed
Renewal notices looked like policy documents, not action prompts
Critical CTAs and expiry details were buried and easy to miss
Internal launch communication had no consistent structure, slowing down rollouts

User profiles

Customers

Needed clear information & easy comparison- without having to read through dense documents.

Employees

Needed a standardized & faster way to communicate launches.

Solution

Quote Redesign: Replaced multiple separate PDFs with one unified quotation. Customers could now compare up to three plans side by side — pricing, coverage, benefits, and add-ons all in one view.
Renewal Notice Redesign: Redesigned the renewal notice into a single focused page. Policy expiry, renewal action, and key plan details brought to the top. Everything else removed. Clean, direct, and easy to act on.
Ship-it Communication: System Built a reusable template system for internal launch communication. One consistent structure, clear hierarchy, and better visibility of feature impact — so teams could roll out faster without rebuilding from scratch every time.

Impact

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Faster Plan Comparison

Improved recognition

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Higher Renewal Rate

Less drop-off

Explore more of my work and see how I approach design across different products.

View Next Work

Explore more of my work and see how I approach design across different products.

View Next Work

ICICI Lombard had strong products but the way they communicated them was holding customers back.

Quotations were scattered across multiple PDFs.

Renewal notices felt like policy documents.

Internal launch communication had no consistent structure.

I redesigned them- making each one simpler, cleaner, and easier to act on.

Customers were overwhelmed before they made a decision.

Agents sent separate quotes for each plan.

Renewal notices buried the most important actions under layers of information.

Every internal launch looked completely different from the last.

The content was all there- it just wasn't working for anyone.

Agent & Customer Interviews

Agent & Customer Interviews

Competitor Study

Competitor Study

Heatmap Analysis

Heatmap Analysis

Stakeholder Collaboration

Stakeholder Collaboration

Customers had to mentally compare plans across multiple PDFs — no single view existed

Renewal notices looked like policy documents, not action prompts

Critical CTAs and expiry details were buried and easy to miss

Internal launch communication had no consistent structure, slowing down rollouts

Customers

Employees

Quote Redesign: Replaced multiple separate PDFs with one unified quotation. Customers could now compare up to three plans side by side — pricing, coverage, benefits, and add-ons all in one view.

Renewal Notice Redesign: Redesigned the renewal notice into a single focused page. Policy expiry, renewal action, and key plan details brought to the top. Everything else removed. Clean, direct, and easy to act on.

Ship-it Communication: System Built a reusable template system for internal launch communication. One consistent structure, clear hierarchy, and better visibility of feature impact — so teams could roll out faster without rebuilding from scratch every time.

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