anezka virani

Aditya Birla Health Insurance

Drove 20% increase in retention by mapping wellness to insurance premiums

SUMMARY

Aditya Birla Health Insurance (ABHI), a leading insurer with over 20 million customers in India, knew it needed to cater to the tech-savvy, health-conscious generation of millennials. We designed a goal-based wellness tracking experience which allowed users to visualise their premium returns. This design led to a 20% increase in Android app users.

ROLE

UX Designer
Visual Designer
Motion Designer

TEAM

Client POC
UX Lead

In 2017, Aditya Birla Health Insurance (ABHI) pivoted to relying on mobile apps, cloud computing, wearable devices and data integration with other healthcare entities to carve out a niche for itself. This led to the discovery of of a new type of audience - The Millennials and resulted in -

80%

Policy sales were technology driven

~40%

Increase in Preliminary Health Checkups since 2019

Upto 30%

Paid back in premiums as wellness incentives

As new strategies were developed, terminologies and the conversion of health benefits to premium returns got convoluted. The goal of this project was to simplify the visualisation of premium returns and enhance the experience of Millennials by adding more utility to the app.

Ideation & Strategy

Personalised onboarding

Millennials crave speed, personalization, and control.
I designed a custom onboarding to empower them, streamline their journey, and make insurance relevant to their wellness goals.

Wellness Widgets & Cross-selling

I designed personalized wellness widgets into the ABHI app – guided meditations, fitness challenges, and healthy recipes. They seamlessly connect with partner offerings like yoga mats, meal kits, or gym memberships. This approach not only motivates users to explore diverse forms of wellness but also provides valuable, contextually relevant partner benefits, creating a win-win for both users and ABHI.

Smart Activity Tracker

The existing Daily Tracker captured data, but lacked a purpose for users to strive towards. My redesign introduces a goal-based system. During onboarding, users set personalized fitness and nutrition goals. Achieving milestones unlocks valuable rewards and points linked to their insurance payback, directly motivating them to progress. This gamified approach transforms the tracker, empowering users to own their health journey.

Visual Design

After careful evaluation of three potential features, the smart activity tracker was selected for implementation. Through iterative refinement, we incorporated additional features and fine-tuned the language to enhance user engagement and comprehension.

By deeply understanding the audience and generating innovative ideas, I didn't just create design novelties, but directly connected them to ABHI's business metrics and model.

This powerful blend, combined with iterative refinement, resulted in a remarkable ~20% increase in mobile app retention on Android phones.

← Prev.

Let's explore how my expertise in design and strategic insight can unlock new possibilities for your team.

About →

Email →