AU Bank’s insurance vertical felt dated compared to the rest of their digital presence. We needed to refresh the experience with modern design, clearer storytelling, and a smoother UX that improved engagement and conversions.

The core design challenge was catering to two completely distinct audiences on a single platform: the individual seeking personal peace of mind, and the corporate leader purchasing protection at scale.

For the individual user, insurance is often a high-anxiety, low-trust purchase. We shifted the narrative from a static product catalog to a supportive, guided concierge experience.

Anchoring on Empathy and Support: We designed highly visible intervention points for users who feel overwhelmed, using reassuring copy like 'Confused About Something?'. The interface explicitly reminds them, 'You don't have to figure it out alone,' while offering free expert guidance.

Engineering Trust in Micro-Interactions: To reduce friction during lead generation, we tackled data privacy fears head-on with transparent microcopy stating, 'We hate spam too! Your number stays private.'

Simplifying Complex Products: We built dedicated campaign pages for specific products like the 'Activ One NXT' by Aditya Birla Health Insurance. Instead of walls of text, the UI breaks down features into digestible highlights, such as 'Super credit increases the sum insured' and 'No capping hospitalisation expenses'.

Visual Proof Points: We brought hard metrics to the forefront to instantly validate the product's reliability, prominently displaying a '96% Claims Settled' rate.

For HR leaders and business owners, the priority shifts from emotional reassurance to operational efficiency, scale, and administrative control. The B2B journey was designed to feel fast, robust, and deeply integrated.

Targeted Value Propositions: The messaging immediately addresses the B2B mandate to "Empower your team with comprehensive group health benefits". We highlighted platform efficiencies with clear benefits like "Enrol in Minutes, Not Weeks" and the ability to "Stay in Control with Live Insights".

Frictionless Corporate Onboarding: The quote-generation flow was customized for business scale, capturing essential B2B data points like "Company Name" and "Employee Count" without visual clutter.

The Architecture of Authority: We designed a visually engaging trust banner showcasing that the platform has "500+ Businesses Protected" and "100K+ Number of Lives Covered".

Leveraging Social Proof: Auto-scrolling sections were implemented to highlight top employers who trust the platform, featuring prominent industry names like MDFC, HomeLane, and CredFin.

To bring these journeys to life, we restructured the primary landing page to highlight distribution strengths, partner insurers, and key benefits in an organized, visually engaging way. We introduced subtle micro-animations, auto-scrolling sections, and smooth transitions to make the experience feel more dynamic without distracting from the core information.

By staying closely aligned with AU Bank’s brand language and visual identity, the final design is a modern, premium experience that supports stronger engagement and conversion outcomes across both individual and corporate verticals.