UX Case Study
Fixing where people quit buying insurance
Two screens were losing customers. I found why, and redesigned both.
40%
drop-off at policy selection
50%
drop-off at checkout
6
screens redesigned
Problem to impact
Problem
People quit at two different points in the app, for two different reasons.
Research
Talked to users like Amar, 25, who couldn't tell the policies apart and feared hidden costs.
Fix
Added guided recommendations, a side-by-side comparison, and a clear, itemised bill.
Impact
Every change maps directly to one of the two drop-off points.
A
Amar, 25, salaried
Wants a lifetime health plan but can't tell the options apart, and worries about hidden costs.
What I found
- Fixed policy selection with clear categories, a short questionnaire, and a comparison table.
- Fixed checkout by showing costs upfront and adding a clear step-by-step progress bar.
- Every screen was designed to fix one specific problem, not just to look better.
Impact
A redesign built around the two exact moments people leave, so each fix can be measured on its own.
Snapshot
- Company / Product
- Health & Term Insurance App
- My role
- UX case study
- Timeframe
- NextLeap PM Program
More work