Case Study · Flagship App Revamp · ICICI Lombard

Transforming IL TakeCare from complexity to clarity.

IL TakeCare is ICICI Lombard's flagship insurance and lifestyle app — a one-stop solution for policy, claims, wellness, and value-added services. We rebuilt the experience around three promises: clarity, control, and care — and the numbers followed within three months.

−53.8%Customer-care calls

+328.1%Feature utilisation

+34.2%Monthly installs

−85.4%Feature TAT reduced

Role: Design Lead
Team: 6 designers · cross-functional eng & QA
Platform: iOS & Android · India
Outcome window: 3 months post-launch · sustained

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Company

ICICI Lombard General Insurance

Geography

India · 280M+ insured lives

Domain

Insurance Tech

Role

Design Lead

Design Team

6 Designers

Platform

iOS & Android

01The drift

A flagship that customers had stopped relying on.

IL TakeCare was meant to be the one place a policyholder could turn to — for renewals, claims, health services, and every-day wellness. In practice, it had become a fragmented surface that customers opened only to file something, and closed as quickly as they could.

The brief was ambitious: revamp the flagship without interrupting service for millions of live policies — and re-earn its place as a daily-use app, not an emergency-only tool.

02The gaps

Four faults the legacy app couldn't hide.

We started with heuristics evaluations, journey audits, and call-centre transcripts. The same four faults surfaced from every direction — the language customers used to complain, the patterns of where flows broke, the tickets repeating every week.

Complex

Confusing journeys frustrated users — too many ways to do the same thing.

Slow

Delays and timeouts impacted retention; first-paint on key flows took 4–7s.

Discoverability

Low visibility of features limited engagement — power-features stayed buried.

Inconsistent

Lack of a shared design language — every screen looked like a different app.

03The listening

Our users told us — and we listened.

We pulled four customer cohorts into in-depth conversations: first-time policyholders, frequent claimants, health-policy renewers, and lifestyle-services users. Across 40+ sessions, the same wishes kept surfacing — quietly, patiently, in plain language.

“I can't find my policy easily. I'm not sure what my policy actually covers with so much jargon.”

Pragya

First-time policyholder

“I want to feel reassured, not just reminded.”

Shailesh

Health-policy renewer

“I don't know where to tap. I just want quick access.”

Arpan

Frequent claimant

“Why open the app if I don't need to file something?”

Kajal

Lifestyle services user

04The signal

Turning data into actionable insights.

We mapped 9,280 customer-support tickets and analytics events back to four core hypotheses. The volume behind each was the business case for the revamp — every percentage of friction was a measurable cost-to-serve.

Policy

3,130

Couldn't find their policy coverage or understand what they were actually insured for.

Claims

2,256

Were uncertain about the claim process — when to file, what's covered, what to expect.

Benefits

2,524

Had no idea the app offered value-added benefits — wellness, lifestyle, and partner services.

1,370

Hit friction logging in or couldn't link their existing policy to their account.

05The strategy

Transforming an insurance app into an intuitive experience.

Our goal was to reimagine IL TakeCare as more than an insurance app — a digital-first platform that integrates protection, wellness, and lifestyle benefits. Not just a redesign — a strategic step toward digital transformation, enriching the overall customer experience.

Optimise

Simplify user journeys. Cut step-counts on the top-10 flows by 30–50%.

Boost

Reduce load times and bottlenecks. Cold-start under 1.8s on mid-tier Android.

Engage & Delight

Surface core and value-added features in context, not in menus.

Consistent

A cohesive, scalable design language built on shared tokens and components.

06The principles

Designing with purpose: Clarity, Control & Care.

Five principles became the daily decision-making rubric for every flow, every component, every empty state — used in every design review and shipped into the design-system documentation.

Intuitive & simplified

Clear, easy-to-follow user journeys that make insurance tasks a couple of taps, not a tutorial.

Assisted & guided flows

Hand-holding through guided tours and quick tips when context demands them — never blocking.

Engagement & personalisation

Increase retention through interactive nudges that promote healthy, smart choices.

Integrated lifestyle features

Wellness, mobility, and lifestyle services woven into one seamless experience.

User-accessibility first

Reassuring users with clear, transparent communication and interactive feedback in every state.

07The execution

Shaping experiences that matter.

Execution ran in parallel tracks. Structural fixes stabilised the live app while the overhaul tracks rebuilt flows behind feature flags. Design-system integration kept the new and the legacy from drifting apart again.

Collaborative execution

Agile sprints, user validation, and continuous iteration.

ProductDesignEngineeringQA

Structural fixes

Resolving friction. Rebuilding trust on the live app.

Rapid response to user escalationsFixing broken journeysImproving app reliability and performance

Overhaul

Designing for clarity and simplicity, behind feature flags.

Rethinking core UX journeysSimplifying architecture for intuitive navigationIntroducing a new visual language

Design-system integration

Unified experiences. Accelerating delivery.

Scalable component libraryConsistent cross-platform UIFaster design–dev collaboration

Built on

IL Design System

Shared tokens, reusable components, zero drift between design and production.

TokensColourSpacingRadius

ComponentsButtonCardInputToggle

DeliveryTAT 24 hrsFigma → Code

08The product

The shipping experience customers now meet.

The home screen now leads with clarity — policy at a glance, claims in two taps, wellness one swipe away, and lifestyle benefits surfaced when they're actually relevant.

IL TakeCare app — personalised home screen with policy card, quick actions, and buy insurance shortcuts

Designed for every user state

The home screen dynamically adapts to who's opening the app — a win-back user sees a renewal nudge; a new user sees an onboarding widget; an active policyholder gets their policy card front-and-centre.

Active Policyholder

Policy at a glance · quick claims · wellness

New User

Onboarding · add-policy widget · spotlight

Win-back User

Renewal nudge · missed benefits · one-tap buy

Simplified Core Insurance services

Policy at a glance

Coverage, dependants, and renewal status surfaced before claims — the single most-asked question, answered on launch.

Hassle-Free Insurance Management

Quick and easy access to core services like claims, network hospitals, and policy details

Quick actions — Register a claim, Edit policy details, Find local services

Seamless Onboarding

Guided onboarding with coach-marks to help users navigate seamlessly

Beyond Insurance: A Holistic Lifestyle Solutions

Wellness in context

Teleconsult and OPD slots surface based on policy benefits — not buried under a tab.

Expert Insights & Health monitoring

Real-time insights into your health vitals and tips from our experts

Health monitoring — face scan showing HR, SpO2, RR and HRV readings

Unlock smarter, safer driving habits

Track and improve your driving with real-time telematics data and real time insights.

Telematics — Driving Score card, Acceleration and Turning metrics with car

Cohort based Customisation

Dynamic Homepage with personalised experience

Dynamically personalising the homepage to align with the target user's preferences. Each section adapts in real time to surface content relevant to that persona.

New User

Active Policyholder

Win-back User

New User

Active Policyholder

Win-back User

09The outcome

Evidence from the first ninety days.

Within three months of launch the app moved from emergency-only to genuinely daily. The numbers below come from production analytics and call-centre logs, sustained every month since.

Transformation in numbers · within 3 months

From revamp to results — the impact we delivered.

Decrease

53.8%

Drop in customer calls

Guided tours, contextual tips and easy navigation cut call-centre escalations.

Increase

37.2%

Boost in health-services usage

Teleconsultation and OPD bookings climbed after surfacing wellness in the home flow.

Increase

328.1%

Higher feature utilisation

Discoverability redesign turned dormant value-added benefits into daily-active surfaces.

Increase

34.2%

Growth in monthly app installs

A clearer first-run story and store creatives drove acquisition alongside retention.

Decrease

24 hrs

Feature TAT (was ~48 days)

Design-system tokens + reusable components compressed rollout from weeks to a single day.

Reflection

Insurance, but worth opening on a Tuesday.

The strongest signal wasn't the install bump — it was the call-centre drop. Customers stopped phoning because they could find what they needed, not because we discouraged them. That's the only kind of self-service worth shipping.

An insurance app is a contract with the people who carry it. Listen first. Codify the principles. Phase the work behind feature flags. And measure adoption like a product manager — because that's what it is.

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