SBI Life Insurance
Transforming a fragmented digital experience into an intuitive, user-centered platform that empowers informed insurance decisions.
Transforming a fragmented digital experience into an intuitive, user-centered platform that empowers informed insurance decisions.
Focus
Homepage, BMI & Term Calculator
Homepage, BMI & Term Calculator
My team
Project manager, UX Lead, UX Designer, UI Designer
Project manager, UX Lead, UX Designer, UI Designer
Duration
4 weeks
4 weeks
02
IDEATION
🔍 Understanding the Gaps in SBI Life’s Existing UI
Before diving into design, I conducted a comprehensive audit of the existing SBI Life Insurance homepage. Despite the company’s market dominance, the platform suffered from several visual and functional inefficiencies that were impacting user trust and engagement:
Before diving into design, I conducted a comprehensive audit of the existing SBI Life Insurance homepage. Despite the company’s market dominance, the platform suffered from several visual and functional inefficiencies that were impacting user trust and engagement:
A cluttered layout that failed to communicate a clear visual hierarchy
Lack of interactive tools (like BMI or term calculators) on the homepage, resulting in high bounce rates
Unclear CTAs and too much informational text without prioritization
A static visual identity that didn’t reflect modern user expectations or SBI’s digital transformation goals
Weak mobile responsiveness and insufficient accessibility compliance
This audit helped clarify one thing: users were not just looking for insurance; they were looking for clarity, credibility, and control.
✏️ Ideation and Sketching
With research insights in hand, I began brainstorming how SBI Life could shift from an information-heavy experience to a user-guided journey. I focused my ideation around 3 key user-centric goals:
With research insights in hand, I began brainstorming how SBI Life could shift from an information-heavy experience to a user-guided journey. I focused my ideation around 3 key user-centric goals:
I started by sketching basic user flows, starting from the homepage and moving into embedded tools like the BMI calculator and term premium estimator. Each flow emphasized progressive disclosure and reduced cognitive load.
Simplicity
Users should be able to understand and act within the first 5 seconds.
Utility first engagement
Tools like calculators should be entry points, not hidden utilities.
Trust through design
The interface should visually represent the reliability SBI Life is known for.
04
EARLY FEEDBACK AND ITERATION
Before moving to high-fidelity design, I ran rapid usability testing on low-fi prototypes with 4 users (2 first-time buyers, 2 mobile-focused professionals in the UAE insurance space). Key takeaways included:
Before moving to high-fidelity design, I ran rapid usability testing on low-fi prototypes with 4 users (2 first-time buyers, 2 mobile-focused professionals in the UAE insurance space). Key takeaways included:
A focused hero section with a CTA (“Calculate Now”) to drive tool interaction
Modular cards for key tools, plan types, and customer support
A redesigned value proposition block using high-contrast visual stats
Dynamic blog tiles and FAQs to support learning without overwhelming the screen
A strong, accessible footer loaded with brand trust elements and support links
A focused hero section with a CTA (“Calculate Now”) to drive tool interaction
Modular cards for key tools, plan types, and customer support
A redesigned value proposition block using high-contrast visual stats
Dynamic blog tiles and FAQs to support learning without overwhelming the screen
A strong, accessible footer loaded with brand trust elements and support links
This wireframing phase served as a testing ground to validate layout hypotheses before polishing the UI.
05
ABU DHABI AND MENA MARKET RELEVANCE
While this project was based on SBI Life in India, my design mindset was shaped by the high expectations of competitive MENA markets like Abu Dhabi, where:
While this project was based on SBI Life in India, my design mindset was shaped by the high expectations of competitive MENA markets like Abu Dhabi, where:
Visual minimalism is a premium design expectation
High mobile penetration demands flawless responsive design
Security and credibility visuals (badges, stats, certifications) hold more weight in financial domains
Visual minimalism is a premium design expectation
High mobile penetration demands flawless responsive design
Security and credibility visuals (badges, stats, certifications) hold more weight in financial domains
I ensured my design thinking, component structure, and accessibility logic adhered to international-grade UX/UI standards, positioning the project as globally scalable and regionally sensitive.
I ensured my design thinking, component structure, and accessibility logic adhered to international-grade UX/UI standards, positioning the project as globally scalable and regionally sensitive.
01
VISUAL DESIGN
User Interface design
User Interface design
This section outlines how your insights were translated into UX strategy and interaction design decisions. Think of this as the blueprint that shaped your wireframes and UI design.
This section outlines how your insights were translated into UX strategy and interaction design decisions. Think of this as the blueprint that shaped your wireframes and UI design.
Grid status
Enabled & active
Responsive & Auto Layout
Enabled & optimised
Accessibility
Considerations applied
Component consistency
Defined & applied
02
FINAL DELIVERABLES
The final output of this project included fully responsive, high-fidelity UI designs aligned with SBI Life’s brand guidelines and user-centered design principles. These screens were optimized for clarity, trust, and action — particularly for first-time insurance buyers exploring financial protection options.
The final output of this project included fully responsive, high-fidelity UI designs aligned with SBI Life’s brand guidelines and user-centered design principles. These screens were optimized for clarity, trust, and action — particularly for first-time insurance buyers exploring financial protection options.
Homepage
🎯 Objective:
To simplify the user journey, establish immediate trust, and surface SBI Life’s most useful tools and benefits from the very first interaction.
To simplify the user journey, establish immediate trust, and surface SBI Life’s most useful tools and benefits from the very first interaction.
✨ Key UI Design Features:
Hero Section: A bold, accessible tagline “Making Life Insurance Accessible for All” leads with emotional clarity. Primary CTA, “Calculate Now,” drives users into high-value engagement tools.
Value Proposition Cards: Modular cards communicate SBI Life’s core offerings: Comprehensive Coverage, Inclusive Protection, Trusted Partnership, and Timely Support using digestible, icon-supported formats.
Tools & Blogs Preview: Quick access to calculators and recent educational content allows users to explore without commitment.
Consistent Footer Design: Loaded with accessibility links, FAQs, and regulatory trust markers like IRDAI and claim stats to reinforce SBI’s credibility.
Hero Section: A bold, accessible tagline “Making Life Insurance Accessible for All” leads with emotional clarity. Primary CTA, “Calculate Now,” drives users into high-value engagement tools.
Value Proposition Cards: Modular cards communicate SBI Life’s core offerings: Comprehensive Coverage, Inclusive Protection, Trusted Partnership, and Timely Support using digestible, icon-supported formats.
Tools & Blogs Preview: Quick access to calculators and recent educational content allows users to explore without commitment.
Consistent Footer Design: Loaded with accessibility links, FAQs, and regulatory trust markers like IRDAI and claim stats to reinforce SBI’s credibility.
🧠 Design Rationale:
We designed this homepage to act more like a decision-support tool than a brochure. It’s informative, interactive, and emotionally supportive; built to reduce bounce and increase self-initiated exploration.
We designed this homepage to act more like a decision-support tool than a brochure. It’s informative, interactive, and emotionally supportive; built to reduce bounce and increase self-initiated exploration.
BMI Calculator
BMI Calculator
🎯 Objective:
🎯 Objective:
To offer a lightweight, interactive entry point into SBI Life’s ecosystem, allowing users to understand their health profile before choosing an insurance plan.
To offer a lightweight, interactive entry point into SBI Life’s ecosystem, allowing users to understand their health profile before choosing an insurance plan.
✨ Key UI Design Features:
✨ Key UI Design Features:
Inputs: Height and weight with both metric and gender selection
Output: Real-time BMI value with health range interpretation (e.g., Normal, Overweight)
Visual Indicator: A simple dial or chart helps users contextualize the number without needing to interpret it alone.
Inputs: Height and weight with both metric and gender selection
Output: Real-time BMI value with health range interpretation (e.g., Normal, Overweight)
Visual Indicator: A simple dial or chart helps users contextualize the number without needing to interpret it alone.
🧠 Design Rationale:
🧠 Design Rationale:
We included the BMI Calculator as a soft-engagement feature; less about insurance, more about personal awareness. By doing so, we reduced the barrier to interaction and created a path from health insight to financial planning.
We included the BMI Calculator as a soft-engagement feature; less about insurance, more about personal awareness. By doing so, we reduced the barrier to interaction and created a path from health insight to financial planning.
Term insurance calculator (input screen)
Term insurance calculator (input screen)
🎯 Objective:
🎯 Objective:
To help users estimate the coverage amount and premium for term life insurance based on their lifestyle and income, in a simple and emotionally neutral environment.
To help users estimate the coverage amount and premium for term life insurance based on their lifestyle and income, in a simple and emotionally neutral environment.
✨ Key UI Design Features:
✨ Key UI Design Features:
Form Design: Simplified and vertically structured, with soft borders, clear input labels, and dropdowns for quick, error-proof completion.
Progressive Inputs: Only the most essential inputs are required; full name, DOB, gender, occupation, tobacco use, income, etc.
Microcopy Guidance: Subtle placeholder text and field labels provide hints without crowding the interface.
CTA Button: “Calculate Premium” is placed at the end of the form with strong visual contrast and sufficient white space to prompt action without feeling rushed.
Form Design: Simplified and vertically structured, with soft borders, clear input labels, and dropdowns for quick, error-proof completion.
Progressive Inputs: Only the most essential inputs are required; full name, DOB, gender, occupation, tobacco use, income, etc.
Microcopy Guidance: Subtle placeholder text and field labels provide hints without crowding the interface.
CTA Button: “Calculate Premium” is placed at the end of the form with strong visual contrast and sufficient white space to prompt action without feeling rushed.
🧠 Design Rationale:
🧠 Design Rationale:
Our approach focused on calm simplicity, we avoided overwhelming users with too much financial jargon. Inputs are spaced for clarity, and the CTA clearly communicates the result’s purpose. Accessibility principles were followed with high-contrast labels and logical tab order.
Our approach focused on calm simplicity, we avoided overwhelming users with too much financial jargon. Inputs are spaced for clarity, and the CTA clearly communicates the result’s purpose. Accessibility principles were followed with high-contrast labels and logical tab order.
Term insurance result screen
Term insurance result screen
🎯 Objective:
🎯 Objective:
To present users with recommended insurance products tailored to their personal and financial inputs, without overwhelming them with comparisons or jargon.
To present users with recommended insurance products tailored to their personal and financial inputs, without overwhelming them with comparisons or jargon.
✨ Key UI Design Features:
✨ Key UI Design Features:
Personalized Heading: “Dear Jon Doe, Here are our Recommended products tailored for you” adds a humanized touch.
Card-Based Results: Each insurance product is displayed in a clean card layout showing:
Coverage value
Starting premium
Entry age
Key benefits
CTAs on Each Card:
“Know More” leads to product details
“Download Brochure” allows offline decision-making
Request Call Back Section: A simple, trust-building call-to-action form allows the user to engage further only when ready.
Personalized Heading: “Dear Jon Doe, Here are our Recommended products tailored for you” adds a humanized touch.
Card-Based Results: Each insurance product is displayed in a clean card layout showing:
Coverage value
Starting premium
Entry age
Key benefits
CTAs on Each Card:
“Know More” leads to product details
“Download Brochure” allows offline decision-making
Request Call Back Section: A simple, trust-building call-to-action form allows the user to engage further only when ready.
🧠 Design Rationale:
🧠 Design Rationale:
We balanced clarity, comparison, and choice in this view. The cards create separation without confusion. Each plan looks easy to scan, with a high CTA density but low friction. The humanized greeting creates a relationship-first tone instead of a pushy sales pitch.
We balanced clarity, comparison, and choice in this view. The cards create separation without confusion. Each plan looks easy to scan, with a high CTA density but low friction. The humanized greeting creates a relationship-first tone instead of a pushy sales pitch.
03
CONCLUSION
This project for SBI Life Insurance was a design-led initiative to rethink how users discover, understand, and begin their insurance journey online. The UI design focused on creating a visually calming and emotionally supportive experience rooted in simplicity, trust, and self-guided tools.
This project for SBI Life Insurance was a design-led initiative to rethink how users discover, understand, and begin their insurance journey online. The UI design focused on creating a visually calming and emotionally supportive experience rooted in simplicity, trust, and self-guided tools.
What this case study achieved?
Transformed a static, content-heavy platform into an interactive, user-first experience
Embedded self-assessment tools (Term Calculator, BMI) as strategic conversion points
Applied design systems thinking even without formal tokens or dev handoff
Delivered responsive, accessible UI suitable for scaling across India and MENA markets
Crafted an interface that builds trust at every scroll, tap, and click
Transformed a static, content-heavy platform into an interactive, user-first experience
Embedded self-assessment tools (Term Calculator, BMI) as strategic conversion points
Applied design systems thinking even without formal tokens or dev handoff
Delivered responsive, accessible UI suitable for scaling across India and MENA markets
Crafted an interface that builds trust at every scroll, tap, and click
Next Steps / Future Considerations
Future improvements could include:
Adding chatbot integration for calculator-related questions
Introducing voice input or regional language support
Linking calculator results to pre-filled quote or application journeys
Adding chatbot integration for calculator-related questions
Introducing voice input or regional language support
Linking calculator results to pre-filled quote or application journeys
Final reflection
Designing for SBI Life was a reminder that UX/UI in financial services must blend emotion and utility. Every visual and interactive decision aimed to ease the fear, confusion, or hesitation many users feel when thinking about insurance, transforming a daunting decision into a guided, empowering experience.
Designing for SBI Life was a reminder that UX/UI in financial services must blend emotion and utility. Every visual and interactive decision aimed to ease the fear, confusion, or hesitation many users feel when thinking about insurance, transforming a daunting decision into a guided, empowering experience.
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