Re-Design for LIC

4 min readSep 5, 2020

What is LIC?

The main function of LIC is to collect the savings of the people through a life insurance policy and invest that money in various financial markets and protect the savings, integrated with financial assistance to keep you sured lifelong.

Understanding different stakeholders:

Spread Life Insurance widely and in particular to the rural areas and to the socially and economically backward classes with a view to reaching all insurable persons in the country and providing them adequate financial cover against death at a reasonable cost.

Though the government of India reduces the need for businesses to reduce cost, the workforce has been reduced. People are mostly attracted to the life insurance plans LIC provides as a safety purpose.

Conduct business with utmost economy and with the full realization that the moneys belong to the policyholders. Act as trustees of the insured public in their individual and collective capacities. Usually customs holders are provided with personalized services. The services are mostly given by Agents to customers.

Analyzing the needs to the brand vs the customers

Customers

Explore new policy & different product
Policy premium claim
Policy details
Grievances

LIC

Showcase products
Getting agents

Competitor analysis:

1. ICICI Prudential Life Insurance.

better UI

sorted content

proper highlighting and showcasing of content

2.SBI Life Insurance.

more language options

sorted content

3.HDFC Standard Life Insurance.

Logo is given for every product, plan, claim etc..

Everything is sorted perfectly.

Used less colour so no distraction.

4.Max Life Insurance.

written only about insurance plans, nothing extra.

5.Axis Bank

Size of the content is perfect.

Perfectly managed and placed

Information and logos for products are sorted and even products and their info is placed where it belongs.

Analyzing different customer clusters:

Policyholders — Adults (digitally educated)
Agents who are interested in policies
Different age, background, socio-economic & geographical location
Middle class & above age (economic bg)
Across India & outside India (NRI)
Suggestion
Separate portals

For eg:

Customer portal
Agent portal
NRI portal
Pensioners portal
Merchant portal,Can cut short too much content , segregate it and can place it inside respective portals
Only the main and vital information need to be shown in the homepage
Different plans and services can be placed inside respective portals
Quick to read info than detailing
More languages
User visits-awards etc..

Understanding the existing interface:

1.Useful: Your content should be original and fulfill the need of customers

Trust ability
Government
brand identity
goverment ads in banner

2.Usable: Site must be easy to use and simple to understand

Need more language
Why life insurance & why invest page is missing

3.Desirable: Image, identity, brand, and other design elements are used to evoke emotion and appreciation

Mitra (virtual assistant) -not visible properly & only there in one lang
Colour bar, text size & Screen Reader Access icon — cannot understand
Text size button is not applicable for all text
When the site colour is changed swachh bharat icon is overlapped by a box
Home button needs more breathing space
Scroll is too flashy
The logo is not placed properly and size is small as per the website.
Home, products, group schemes, customer services, premium payment, join our team, plan NAV, locator are too small in size as they should pop up first to customers eye.
A lot of colors re playing in screen at a time

4.Findable: Content needs to be navigable and locatable onsite and offsite

Confused in the transition of pages
Crowded, scattered & repetitive content
Address not visible properly
Online services should be placed with proper information so that customers won’t get confused.
The PLAN is irregularly placed and too much negative space around it.
The PLAN for insurance, loan etc is placed everywhere not sorted in a particular place.

5.Accessible: Content needs to be accessible to people with disabilities

Screen reader access
Colour blind friendly(usage of bright colors)

6.Credible: Users must trust and believe what you tell them

Information Hierarchy:

Customers

language , know your life insurance, colour, Screen Reader Access, font size,search
Pop-up Mitra
Banner (covid & popular products), scroll
Products
Group schemes
Endowment Plan/Money Back Plan/LIC’s Jeevan Lakshya/New Jeevan Anand
Plan NAV
Buy online policy
Pay premium
Want to be an lic agent?
applications
Careers
Online services
Customer portal
Agent portal

-agents helpline module