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Client
ICICI Prudential Life Insurance
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Service
UX & Product Design
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Industry
Life Insurance
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Company Size
20,000+
The client
One of India’s largest private life insurers — with a multi-million policyholder base and a substantial digital service infrastructure — was facing converging challenges across three dimensions of its customer lifecycle: millennial acquisition, policyholder engagement, and claim journey efficiency. In a market where digital-first competitors were setting new standards for insurance experience simplicity, ICICI Prudential needed a data-driven UX redesign programme that could simultaneously address the needs of its existing Indian policyholders and establish a more compelling digital proposition for the next generation of insurance buyers.
The problem
ICICI Prudential’s digital insurance journeys were generating suboptimal outcomes at multiple stages of the customer lifecycle across India — insufficient millennial engagement at the top of the funnel, inadequate policyholder nurturing in the middle preventing policy maturation into renewals, and a claims experience creating dissatisfaction at the moment of highest customer need. Each challenge required a distinct design response, but all were rooted in an existing digital experience that had not kept pace with evolving Indian customer expectations.
- Low Policyholder Engagement Suppressing Renewal Rates Across India — Policyholders were not being actively engaged between purchase and renewal — creating a relationship gap making renewal a transactional administrative reminder rather than a natural continuation of an ongoing value relationship. Without meaningful mid-lifecycle engagement, renewal rates were lower than the Indian policyholder base’s latent loyalty warranted.
- Lengthy and Inefficient Claim Settlement Journey Creating Dissatisfaction — The claim settlement process was characterised by multiple manual steps, lengthy document collection, and insufficient process visibility — creating dissatisfaction among Indian policyholders at the moment of their highest emotional engagement with the insurer and driving negative NPS.
- Millennial Indian Customers Not Motivated by Existing Digital Journeys — Digital acquisition journeys had been designed without sufficient attention to the specific motivations, life contexts, and communication preferences of millennial insurance buyers in India — who expected personalised, visually engaging, and purpose-connected experiences rather than conventional insurance proposition marketing.
OUR SOLUTION
Worxwide conducted comprehensive UX audits of ICICI Prudential’s app and web journeys, complemented by user interviews, usage trend analysis, and competitive heatmap analysis to identify the specific gaps limiting each lifecycle stage across India. Top revenue-driving products were identified and design strategies revamped to improve resonance with millennial buyers. Hotjar-based usability testing surfaced friction points in existing claim and renewal journeys, informing a redesign programme addressing engagement, claims, and acquisition in a coordinated, evidence-based programme.
- UX Audit, User Research, and Competitive Benchmarking Across India — A systematic UX audit across apps and digital journeys — supported by user interviews, usage pattern analysis, and competitive heatmap analysis — produced a comprehensive map of the experience gaps responsible for each of the three lifecycle challenges, enabling prioritised, evidence-based design interventions.
- Revenue Product Redesign for Millennial Engagement in India — Top revenue-driving insurance products were redesigned with visual storytelling, life-stage personalisation, and purpose-connected framing — creating more resonant propositions for Indian millennial buyers who engaged with insurance as a life planning tool rather than a financial obligation.
- Hotjar Usability Testing and Claims Journey Simplification — Hotjar-based usability testing surfaced the specific friction points in the claims journey generating dissatisfaction, enabling targeted simplification of the document collection, submission, and tracking experience — reducing the effort required of Indian policyholders during the most emotionally significant interaction with the insurer.
Our work in action
The Impact
10% Increase in Policy Renewal Rate Across India
Mid-lifecycle engagement improvements — creating more meaningful, personalised touchpoints between purchase and renewal — drove a 10% uplift in policy renewal rates, demonstrating the commercial value of treating the renewal decision as a relationship outcome rather than an administrative trigger.
Improved Claim Journey Efficiency and Customer Satisfaction
Simplified claim submission flows and improved process visibility reduced the friction and uncertainty of the claims experience — improving Indian policyholder satisfaction at a critical relationship moment and reducing the negative NPS impact of a process that had previously felt unnecessarily complex.
Higher Millennial Acquisition Engagement Across Digital
Redesigned product journeys tailored to Indian millennial values and communication preferences improved acquisition engagement among the age demographic representing the insurer’s most important long-term growth opportunity — building a stronger digital proposition for a customer segment determining market share in the coming decade.
