Aditya Birla Health Insurance

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


The Problem

Users, especially Millennials, lacked knowledge of Aditya Birla Health Insurance's wellness benefits and their effect on premiums.

The Goal
  1. Designing a freemium experience for Milennial users

  2. 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.

  • UX Designer

  • Interaction Designer

  • Design Manager


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...


Technology driven policy sales


Increase in Preliminary Health Checkups since 2019

Upto 30%

Paid back in premiums as wellness incentives

The User

The User
The User

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.

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