Union Insurance omnichannel redesign

UI/UX Designer

9 months (June 2023 – Jan 2024)

B2C Insurance Service Provider

UnionInsurance.ae is a B2C insurance service platform and customer portal for a leading UAE-based insurer, enabling customers to explore, purchase, renew, and claim insurance policies seamlessly online.

View Live Website

The Challenge

Union Insurance relied heavily on offline channels like phone and email for policy purchases and claims, resulting in long processing times, poor digital adoption, and increased support load. Conversion rates on the existing website were below 20%, and customer satisfaction scores for digital interactions remained under 3.5/5.

The Solution

Redesigned the website to enable seamless online purchase, renewal, and claim experiences with simplified flows, clear CTAs, and trust-building design patterns. Conducted extensive user research and usability testing to ensure accessibility and confidence in insurance processes.

Design Process

1

Research & Discovery

Interviewed policyholders, analysed competitor insurance platforms, and mapped current offline workflows to identify friction points.

2

Information Architecture

Reorganised products and services into logical, user-friendly categories, creating clear navigation paths for personal and business insurance customers.

3

Wireframing & Prototyping

Developed low to high-fidelity wireframes and interactive prototypes to validate user journeys for policy purchase, renewal, and claims submission.

4

Visual Design & Testing

Crafted a modern, brand-aligned UI design system and conducted usability testing with 10 users per iteration to optimise flow clarity and task completion.

2

Implementation & Launch

Collaborated with developers to implement designs, conducted beta testing with selected user groups, and supported the launch with post-live monitoring and enhancements.

Visual Design

Results & Impact

Conversion Rates

+35%

Policy conversions up 35% within 2 months post-launch

Support Tickets

-28%

Reduction in offline support calls for purchase & claims

Task Completion

+40%

Improvement in successful claims submissions online

User Satisfaction

+24%

4.2/5 avg rating for website usability, up from 3.4/5

Key Learnings

User interviews highlighted gaps in trust and clarity that were invisible from analytics alone
Simplifying forms and content increased task completion dramatically
Cross-functional stakeholder buy-in was critical to implementing UX recommendations
Measuring and iterating post-launch ensured continued improvement in customer experience