Tata AIG

Securing the future by simplifying insurance with Tata AIG

Tata AIG is India's first and fastest-growing general insurance company, a joint venture between Tata Group and American International Group (AIG).

Awards Earned over the years

DOD Awards, 2020

Best UX Website

DOD Awards, 2020

Best UX Website

DOD Awards, 2020

Best UX Website

Insight

Speeding up the checkout process to combat drop-offs

Our aim was to decrease drop-offs by introducing a payment-first method. We reduced the time it takes to get to the quote page by reducing the form filling and streamlining the entire flow.

Solution

Applying the winning combination for conversions

To broaden our reach to a larger audience, we adopted a mobile-first approach and introduced a payment-first route to enhance customer retention and reduce drop-offs. Additionally, we streamlined the process by incorporating third-party integrations and simplifying the navigation to aid in decision-making. This helped minimise the need for excessive form-filling that was detrimental to conversions.

Streamlined the user flow

Our research indicated that the navigation led to choice paralysis and the overall form filling was detrimental to conversions. We also wanted to reduce the time it takes the user to acquire a quote. We simplified the navigation to aid in decision-making, and implemented payment-first method and incorporated third-party integrations to reduce form filing.

Impact

A win for user experience

The intuitive and user-friendly design was able to successfully reduce drop-offs and increase conversions, indicating that the changes had a positive impact on the user experience and made it easier for them to complete the intended action.

Agent Service

Empowering agents for customer satisfaction

We revamped the entire agent experience, which was a key part of this strategy, as agents play a critical role in acquiring, servicing, and retaining customers for Tata AIG.

Insight

Creating a versatile and adaptable platform

A seamless experience that caters to multiple user types and creates a platform that can accommodate multiple system integrations was required.

Solutions

Cutting through the clutter to boost efficiency

The existing infrastructure depended on multiple services and integrations. We simplified the interactions and user flows to reduce the load on the server and make onboarding easier for new users.

Impact

Simplified quote generation and learning made easy

We successfully created a holistic platform that can accommodate multiple integrations, simplified user flows to enable faster quote generation, and reduced the learning curve for new users.