As a team of two Product Designers, we redesigned the client onboarding application flow for 65,000+ insurance agents, cutting turnaround time by an estimated 20%. By untangling friction points while adhering to strict compliance rules, we restructured the form application to cut down manual entry, improve data recall, and remove redundant steps.
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Process
I worked alongside Aahna Garg (Product Designer) and Tanay Modi (Design Strategist), while collaborating with the client's Product Managers and Vice Presidents over weekly syncs to guide the redesign from audit to handoff.
*Stacked workflows that ensured a smooth flowing process
Understanding the problem
Filling out an insurance onboarding form is a slow, repetitive process that stalls agents and frustrates potential clients. The current UX of the legacy tool being used adds to the frustration.
I helped analyse 30+ regional-language interviews to map out agent behaviours, daily workflows, and pain points.
Diverse backgrounds, wide range in digital literacy and experience. High industry churn, with a large portion of users struggling to learn complex app workflows and nuanced policy rules at the same time.
Four core agent responsibilities: prospecting & sales, client onboarding (form submission), underwriting coordination, and ongoing client servicing/upselling.
Research
I analysed the client onboarding app flow to find which underlying features and structural aspects were behind agents' primary frustrations.
*Condensed representation of the user flow. See the entire flow here
Onboarding is only one part of an agent's day, but fulfilling its requirements takes up most of their time. During research, three core pain points stood out.
The same client details are requested across multiple sections, making the form unnecessarily long.
Document and data requests appear in pieces rather than upfront, creating a clumsy back-and-forth experience for the client.
Inputs lock after policy selection, forcing agents to scrap the entire application if a last-minute change is needed.
Design opportunity
We mapped 15 Jobs-To-Be-Done across the agent workflow. Synthesising them revealed four key areas of opportunity.
Autofill repeat fields to reduce scrolling friction and missed inputs.
Show document checklists and upcoming steps upfront so agents can prepare clients.
Surface eligibility rules and context cues early rather than through late errors.
Provide clear status indicators and handoff guidance across compliance checkpoints.
Information architecture
Midway through the project, the IRDAI released updated compliance mandates for insurance onboarding. Unable to remove these legal guardrails, we optimised within them, using structural adjustments, upfront feedback, and assistive copy to minimise friction.
*Video of the restructured IA. See the detailed flow here
Solution
How each key design objective translated into interface changes across the flow.
Impact
Projected gains based on usability testing and early validation workflows.
Reflection
Learned to treat strict regulatory mandates (IRDAI) as structural design constraints rather than roadblocks, solving for user clarity within legal guardrails.
Designing for on-the-go agents highlighted the need for scannable card modularity, micro-copy clarity, and aggressive reduction of manual typing.
Navigating mid-project compliance updates reinforced the value of modular information architecture and continuous cross-functional alignment.
Synthesising insights from 30+ regional language interviews showed how crucial intuitive mental models are for bridging varying levels of digital literacy.