Royal Sundaram Alliance Insurance Company Limited (RSA), the first private sector general insurance
company in India to be licensed since 2001, has been providing innovative general insurance solutions to individuals,
families, and businesses. RSA offers Motor, Health, Personal Accident, Home and Travel Insurance to individuals and has wide
specialized insurance offerings in Fire, Marine, Engineering, Liability and Business Interruption risks for commercial customers.
Royal Sundaram Alliance (RSA) was looking to drive digital channel adoption by getting more people to use its
Direct To Customer application (DTC) through which they could buy insurance products online. The current Content Management System (CMS)
had limited capabilities and required the maintenance team to directly upload files. Moreover, the application was not accessible on mobile devices.
Before we started working on a clickable prototype, we focused on a thorough analysis of different online insurance form application processes.
Afterwards, we started the conceptual work, wire-framing, removing all non-essential fields,
top-left aligned labels for best readability & completion, made complex multiple step application form to simplified three step
process by designing “progress tracker” - this is to really keep users informed and motivated that it was only three steps away from
completing the form, to tell the user where they were currently, what section they have completed, and what tasks remain.
This easy and intuitive method is key to helping increase conversion rates.
After conducting multiple usability testing we were able to closely analyze every detail of the form layout and look and feel.
We designed, developed and delivered a simplified, clean, unique look & feel by incorporating latest trends and usability requirements. Thanks to a careful analysis of the customers who use this form with their mobile devices, we have developed a dedicated responsive mobile version using Liferay CMS. This has resulted in a high-performance scalable platform and has increased insurance sales via online. https://www.royalsundaram.in/web/dtc/personalaccident/getquote
