Policy Studio
A rebuilt health-insurance purchase journey that turns a seven-step quote form into three calm, confident decisions.
Role
Design Lead
Timeline
10 weeks
Team
2 designers, 5 engineers
Platform
Web
Sector
Insurance
(01)
Problem
Buyers faced a long quote form packed with medical questions before they saw a single price. Most compared plans in spreadsheets elsewhere and called support to understand what they were buying.
(02)
Approach
Price first, details later
We showed indicative prices after three questions, then asked for detail only when it changed the quote. Plan comparison moved into the flow with plain-language coverage notes.
Test with real buyers
Weekly prototype sessions with first-time buyers shaped the copy, defaults and the order of every step.
(03)
Results
+27%
Quote-to-buy conversion
7 → 3
Steps to purchase
−35%
Pre-sales support calls
The new flow shipped in phases behind A/B tests and became the default journey for all retail health plans.
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© 2026 Saki Kumar — Bengaluru