Karan Dalvi

Journey that shaped my growth

This roadmap reflects the key milestones, transitions, and experiences that shaped my journey from architecture to digital product design. Each touchpoint highlights how different stages of my career contributed to the way I approach problems, understand users, and build meaningful design solutions.

UX case study: insureka!

Led a full-scale UX/UI revamp for insureka!, a leading digital car insurance platform in Indonesia. Our mission was to align user needs with business goals through a cleaner interface, smoother flows and a scalable design system.

Project overview

Insureka is an Indonesian InsurTech platform that aims to simplify the way users compare and purchase vehicle insurance. When I joined the project, the product experience felt cluttered, unclear, and difficult to navigate. Users struggled to understand options, and the interface lacked consistency across screens. The development team also faced challenges because the existing UI did not follow any structured design framework.

My role was to redesign the platform with a clear, user centered approach. I focused on removing unnecessary friction, reorganizing the information architecture, and creating a visual language that felt simple, modern, and trustworthy. I also built a modular design system that helped unify the product experience and support future scalability.

The result was a cleaner and more intuitive platform that guided users through their journey with clarity and confidence. It also provided the team with a stronger design foundation for long term growth.

Key outcomes

The measurable improvements created by the redesign, covering user experience, platform efficiency, and team productivity. Each impact reflects how the updated design strengthened clarity, consistency, and overall product performance.

Problem statement

The insurance buying process on the existing insureka platform was confusing and difficult to complete because users could not easily understand policy options, navigate key actions, or trust the flow. At the same time, the interface lacked consistency and a structured design foundation, which made development slow and created repeated implementation issues.

Scope of my design proposal

1. Mobile first responsive website, which serves both new users exploring insurance options and returning customers managing their policies. The goal was to build a clear and guided journey that helps users understand coverage, compare plans, and complete key actions with confidence.

2. Customer facing mobile app, designed to offer a simplified and intuitive insurance experience. I focused on creating a landing experience that provides quick access to essential sections, clear policy details, and timely notifications. These notifications help users stay informed about renewals, claims, and other important actions without interrupting their day. Each part of the app adapts to the specific needs of the user based on their policy status and activity.

3. Brand and customer experience touchpoints, which included standees, promotional materials, and marketing creatives. These assets supported user education at physical booths and events, helped build trust during offline interactions, and ensured that the brand language remained consistent across digital and physical environments.

To support all platforms, I created a visual system centered around a clean and modern identity. The color palette relied on reliable and accessible tones that communicate trust and clarity. The typography choice focused on readability and modern character, which made both the app and the website easier to consume for a wide range of users. The result was an aligned and user friendly ecosystem that delivered a consistent experience across every interaction point.

Challenges faced while designing

The key obstacles encountered during the redesign and highlights how each challenge influenced the decisions made throughout the project.

Design process

A structured four-phase approach: Discover, Define Direction, Design and Develop & Release has helped redefine insureka!'s user experience, turning insights into a smoother and more user-centric journey.

Mind mapping workshop

A week-long workshop was conducted with business, product, and development teams. Mind mapping sessions helped the team understand the full product ecosystem, uncover pain points across user and internal workflows, and build alignment on shared goals. This collaborative process created a clear foundation for the redesign and ensured that every decision supported both user needs and business priorities.

User interviews

Interviews were conducted with both policyholders and first time insurance buyers to understand real behaviors, motivations and frustrations. These conversations revealed practical challenges that shaped the direction of design.

Structuring interview questions

A structured question set was created to guide conversations across warm up, usage patterns, pain points, expectations and closing feedback. This ensured consistency during interviews and made insights easier to compare and analyze.

Insights from interview

Insights gathered from the interviews highlighted key usability issues, gaps in clarity, and unmet expectations. These findings directly informed the improvements made to flows, content, and overall user experience.

Personas

After conducting user interviews, competitive research, and internal workshops, we had a large amount of qualitative data. To make sense of this, we used affinity mapping to group related insights and uncover recurring patterns in user behaviour, pain points, and expectations.

Affinity mapping helped us move from raw data to actionable insights. It laid the foundation for user personas, journey mapping, and prioritization of redesign efforts based on real user concerns.

User persona 01: First time insurance buyer

A digitally savvy young professional who seeks simplicity, clarity, and guidance when navigating insurance for the first time. He values convenience and quick decision making.

User persona 02: Future car buyer

A cautious information seeker who wants to educate herself before making a major purchase. She values clarity, predictability, and beginner friendly guidance.

User persona 03: Existing customer

A practical and value focused family man who wants a simple, reliable experience for managing multiple policies. He prefers clarity over complexity and reassurance during claims.

Competitive analysis

Studied top insurance platforms (e.g., Qoala, Lifepal) to benchmark features, UX patterns and onboarding processes. Identified gaps Insureka! could capitalize on.

How insureka! differentiates

Highlights the unique strengths that set insureka! apart from competitors, focusing on clarity, affordability, consistency and user centered features across the entire insurance journey.

Heuristic evaluation

Audited the existing website and app using Nielsen’s 10 heuristics. Flagged key usability issues like lack of feedback, inconsistency in language and unclear CTAs.

Affinity mapping

After conducting user interviews, competitive research, and internal workshops, we had a large amount of qualitative data. To make sense of this, we used affinity mapping to group related insights and uncover recurring patterns in user behaviour, pain points, and expectations.

Affinity mapping helped us move from raw data to actionable insights. It laid the foundation for user personas, journey mapping, and prioritization of redesign efforts based on real user concerns.

Value proposition canvas

insureka! provides a simple, affordable, and trustworthy insurance experience that helps users compare plans with clarity, manage policies with ease, and track claims with confidence. The platform delivers clear explanations, guided journeys, real time updates, and reward driven benefits that reduce confusion and create a smooth and reliable path through every step of the insurance process.

User journey mapping

To understand how users interact with insureka! from start to finish, we mapped out the entire journey—from discovering the platform to purchasing a policy and managing claims. This helped us identify key friction points and emotional highs/lows in the user experience.

The journey map allowed us to pinpoint and prioritize UX issues at each touchpoint. It directly influenced the redesign of key flows, added reassurance elements (like status updates), and simplified interactions to reduce user fatigue.

Information architecture

A well-structured information architecture was essential to streamline navigation and reduce cognitive load across Insureka!’s digital platform. The new IA made the platform easier to navigate, reduced drop-offs due to confusion, and allowed users to complete tasks faster with fewer clicks. It also provided a clear foundation for scalable design and content expansion in the future.

Card sorting

To shape a user-friendly information architecture, we conducted internal card sorting exercises with cross-functional team members from design, product, and support. The internal card sorting helped us align the content structure with how teams internally envisioned the product being used. These insights guided the site map and navigation labels, ensuring intuitive paths for user actions.

Site map

A well-structured site map was designed to support seamless navigation and user tasks, focusing on both first-time visitors and returning customers.

Website

Mobile App

User flows

To ensure intuitive and frictionless navigation, we designed detailed user flows for all major actions users would take across insureka!’s web and mobile platforms. Streamline the user experience by mapping out step-by-step paths for key user goals. This ensured clarity, minimized dead ends, and helped align design and development teams early on.

Policy purchase

File a new claim

Mood board & mockups

To establish a visual direction aligned with insureka!’s brand personality and target audience, we developed an initial mood board and created early mockups to validate the overall look and feel.

Create a clean, trustworthy, and modern visual identity that communicates clarity and ease-of-use—critical for an insurance product in a competitive market like Indonesia.

Design system

To ensure consistency, scalability, and efficient collaboration across product teams, we built a comprehensive interface design system tailored to insureka!’s brand and user needs.

Built a scalable design system in Figma: components, states, spacing, and accessibility. Maintained brand consistency across platforms.

Color System

Our color palette is carefully crafted to ensure accessibility, brand consistency, and emotional resonance across all digital touchpoints.

Brand colors

Usage examples

Accessibility & contrast ratios

Typography

Lato serves as our primary typeface, offering excellent readability and a friendly, approachable character that aligns with our brand values.

Typography scale

Spacing system

Our 8px base grid system ensures consistent spacing and alignment across all components and layouts, creating visual rhythm and hierarchy.

Scale

Grid system

Our responsive grid system provides structure and consistency across all screen sizes, ensuring optimal content presentation and user experience.

Grid specifications

Responsive breakpoints

Layout examples

Elevation & Shadows

Subtle shadows create depth and hierarchy, helping users understand the interface structure while maintaining our clean, approachable aesthetic.

Usage guidelines

Component states

Consistent visual feedback across all interactive elements helps users understand system status and available actions.

Input

Button

Card

Implementation Guidelines

Best practices and guidelines for implementing the insureka! design system across all digital platforms and applications.

Design Tokens

Quality Checklist

Mobile first responsive website

insureka! was designed with a mobile-responsive-first approach to ensure a smooth experience on all devices. The website offers clear, simple layouts with easy navigation and trust-building elements.

Home

The home screen presents a clear and welcoming introduction with bold messaging, high trust visuals, and direct entry points into key insurance categories. The design keeps the primary actions prominent, helping users start quotes quickly on mobile and desktop.

Quotes

The quotes page organizes multiple quotes into clean, consistent cards that highlight essential details like coverage, premium, and duration. Chip based filters create a smooth responsive experience, making it easy to compare plans and find the right option.

My Policies

The policies section provides a structured overview of all active and pending policies with clear status indicators. Users can view key details at a glance, access documents quickly, and take necessary actions without searching through complex menus.

Critical Illness Quote

The critical illness flow uses collapsible card steps to guide users through each part of the quote process in a simple and structured way. Premium summaries remain fixed for easy review, and mobile layouts ensure smooth navigation on smaller screens.

Find nearby garages

The map and list view switch enables users to explore nearby garages effortlessly based on their preferred view. Clustered pins reveal garage density, while color coded markers distinguish garage types, helping users make quick and confident decisions.

Customer facing mobile app

The mobile app focuses on quick access to quotes, policies, and claims with touch-friendly, consistent design. Together, they provide a seamless, user-friendly insurance experience.

Onboarding & Account Login

The onboarding experience introduces users to the app with language selection and a simple walkthrough of key features. Multiple login options such as WhatsApp, phone number, Google, and Apple make access quick and flexible. OTP verification is streamlined with a fixed keypad and countdown based resend actions for smoother completion.

Landing page

The landing page adapts based on user type, creating personalized experiences for both new and existing customers. Quick actions, service shortcuts, and story style promo cards help users move faster through frequently used features. The layout keeps essential tools like quotes, claims, and vehicle management within immediate reach.

Policy purchase

The policy purchase flow guides users step by step through selecting vehicle details, reviewing coverage, and applying coupons. Visual selectors, collapsible cards, and fixed premium summaries keep the process simple and easy to follow. Rewards, add ons, and pricing breakdowns are clearly presented to support confident decision making.

File a New Claim

The claims process is broken into smooth guided steps that remove user confusion and reduce manual errors. Users can upload documents, record damages, book representatives, and track progress with clarity. Each stage shows real time status, helping users understand what is completed and what comes next.

Notifications

Notifications keep users informed about important actions like quote expirations, policy renewals, claim updates, and refunds. Clear labels, contextual CTAs, and time stamps make it easy to act immediately. This supports ongoing engagement and ensures users never miss important policy events.

Develop, Release & Iterate

During the Develop & Release phase, we ensured smooth design handovers by providing detailed specs and assets to the development team. Post-launch, we evaluated the live product’s performance and tracked key metrics using analytics to identify areas for continuous improvement and optimize user experience.

Design handovers

After final approval of the mobile-responsive design, we translated the approved layouts into dark mode versions for desktop, mobile, and the app. Comprehensive design handovers were prepared, including detailed specs, style guides, and assets to ensure developers accurately implemented the responsive and dark mode designs across all platforms.

Evaluating productions

After the product launch, we closely monitored the live designs to ensure they met quality standards and functioned as intended. We gathered user feedback and identified any usability issues or bugs, enabling quick fixes and improvements to enhance the overall user experience.

Tracking design performance

We tracked design performance using web analytics tools like PostHog to monitor user behavior, engagement, and flow efficiency. This data helped identify pain points, validate design decisions, and guided continuous improvements to optimize insureka!’s user experience and conversion rates.

Brand & customer experience

These assets supported user education at physical booths and events, helped build trust during offline interactions, and ensured that the brand language remained consistent across digital and physical environments.

Loyalty card

As part of insureka!’s customer onboarding and retention strategy, I designed a physical loyalty card along with a custom envelope, inspired by the look and feel of a premium credit card. This card is provided to every customer upon purchasing a car insurance policy.

Purpose

Reflect a premium, trusted brand — Deliver a delightful and memorable touchpoint during onboarding.

Highlight essential information clearly (Policy Number, Customer Name, QR code). Allows customers to initiate claims easily by presenting the card at any nearby partner claim center.

Includes a “Refer & Earn” code or QR to encourage customer referrals and reward loyalty.

Tri-fold envelope

To complement the premium loyalty card, I designed a sleek A4-size tri-fold envelope that folds down to securely house the card, doubling as an elegant onboarding touchpoint. Inspired by clean, modern design principles, the envelope ensures a memorable unboxing experience while delivering essential information in a compact format.

Policy quote PDF

To support insureka!’s customer acquisition and policy clarity efforts, I designed a clean, easy-to-read PDF quote document that functions both digitally and in print. This quote serves as a critical touchpoint in the customer journey, helping users understand policy options, pricing, and coverage clearly before purchase. The design aligns with insureka!’s brand—modern, trustworthy, and customer-first.

Understanding existing PDF

The original quote layout lacked structure and clarity. It was heavily text-based, with poor visual hierarchy and minimal branding. Customers found it difficult to compare plan options or scan important details quickly. Additionally, it was not optimized for digital platforms, leading to a disconnected and confusing experience during a crucial decision-making stage.

PDF online quote (Digital version)

The redesigned digital PDF was structured for A4 viewing and optimized for readability across devices. It features clearly defined sections for pricing, coverage highlights, add-ons, and disclaimers. Visual elements like icons and highlight blocks make complex information more accessible. A scannable QR code or link directs users to complete their purchase or contact support instantly. The color scheme, fonts, and tone are aligned with insureka!’s digital ecosystem, reinforcing consistency across touchpoints.

Brochure compact design for print

To support offline sales, a print-friendly version of the quote was developed in a compact format (folded A4). It focuses on key decision-making info—plan names, premium amounts, benefits, and contact options—arranged in a visually appealing layout. The brochure uses clean grids, concise messaging, and brand visuals to deliver impact. Premium matte-finish paper was recommended to ensure a quality feel.

Experience centers

To expand insureka!’s physical presence and create more touchpoints with customers, I contributed to the design of Experience Centers—a blend of retail-inspired spaces and branded claim support zones. These centers were envisioned to provide walk-in customers with a space to understand policies, get instant quotes, initiate claims, and experience the brand in a tangible, interactive environment. The design focused on visual storytelling, functional clarity, and delivering a frictionless experience through smart layout, digital integration, and marketing collateral.

Conceptualizing the feel

Centrally placed exhibition booth was designed to maximize visibility and engagement within a high-footfall mall environment. The layout is open and inviting, encouraging visitors to walk through and interact with the brand.

The booth features a bold overhead banner with the insureka! logo and tagline, ensuring visibility from upper floors. The use of vibrant brand colors, modular hexagonal seating, and clearly defined service areas (quote desk, demo screen, information counters) enhances both functionality and aesthetics.

Standee design for customer interactions

Standees were strategically placed at entrances and waiting areas, guiding users to act independently and save time. The visual design ensured clear calls to action, bold typography, and scannable elements that worked even from a distance. The tone was instructional yet friendly, helping users understand what to do next.

As part of the customer self-service flow, I designed standees that allowed users to: Get a quick insurance quote, simulate a claim process and 1 on 1 video call support.

Standees for marketing

To strengthen the visibility of insureka!’s brand, we had designed claim point kiosks and marketing standees styled like modern ATM terminals.

These standees were strategically placed near ATM machines, guiding users to act independently.

The standees visually communicated ease of process, customer support availability, and to generate quote. Design-wise, they were consistent with other insureka! assets.

Concept mood board

The first was simple and elegant, using clean lines, soft tones, and modular layouts for a smooth, user-friendly experience. The second, "Open. Protective. Arches.", featured curved forms and open walkways inspired by the idea of safety and welcome. This concept was visualized using Midjourney AI to explore spatial moods and forms.

Billboard

As part of a branding and marketing campaign for insureka!, a digital car insurance provider based in Indonesia, I designed a promotional billboard advertisement aimed at highlighting the company’s value proposition—affordable, smarter insurance. The goal was to combine trust-building elements with modern aesthetics to effectively convey the key messaging at a glance.

Variations

To ensure the billboard design effectively communicated its message across different environments and formats, I created and tested multiple design variations and real-world mockups.

Urban Billboard Mockups: The final design was placed on actual physical billboard sites to evaluate real-time readability, visual impact, and brand recall from a distance in high-traffic areas.

Color and Layout Experiments: Variants were tested with different background treatments, typographic hierarchies, and call-to-action emphasis to refine visual hierarchy and engagement.

Final Design

The final design combines bold visuals with clear messaging, highlighting the discounted premium and insureka!’s award recognition. It maintains strong brand presence, trust elements, and high readability—perfect for roadside and digital display formats.

Stickers

To extend brand presence and customer engagement on the road, a set of playful, informative, and interactive car stickers was designed for insureka!. These stickers served dual purposes—spreading brand awareness and educating or assisting users with road safety tips, emergency information, and smart insurance features via scannable QR codes.

Brainstorming

The ideation phase explored how to make insurance visible yet fun in everyday environments. Key themes included city love, safety awareness, emergency guidance, Batik/cultural patterns, and interactive stickers with QR codes. The goal was to balance utility, curiosity, and emotion, with styles ranging from friendly to bold. A word cloud and mood references guided creative exploration.

Variations & Mockups

Several sticker variants were created, including “I ❤️ Jakarta” badges with QR codes, emergency-themed safety prompts, Batik-style cultural designs, and informative tabs for discounts. Each was tested on vehicles to ensure clear visibility, emotional appeal, and practical use on the road.

Print testing

Sample stickers were printed and tested on actual vehicles to evaluate print quality, sunlight durability, and QR scan performance. Placement tests on rear windows, bumpers, and side panels helped refine scale and contrast for maximum impact.

Final Selection

The final sticker set included a modular mix of city-love tags, safety reminders, cultural emblems, and functional QR-based tools—designed for both aesthetic appeal and customer utility. Bright colors, bold typography, and local personalization ensured the stickers felt joyful, relevant, and brand-aligned with insureka!’s approachable identity.

Proposals

A set of innovative ideas leveraging offline assets, AI-driven marketing, rich messaging, and interactive emails to boost user engagement and simplify the insurance experience across multiple channels.

Booklet

The insureka! booklet was reimagined as a lightweight, engaging insert distributed through everyday delivery platforms like Gojek, Grab, and Shopee. By partnering with these services, the booklet reached users in a natural moment—while enjoying a meal—turning wait-time into a chance to explore insurance benefits. The content was designed to be instantly understandable and actionable, making insurance feel approachable and relevant, right at their fingertips.

Celebrity AI marketing

Leveraging generative AI, we created hyper-local campaigns featuring digital celebrities to build instant trust and recognition. This approach helped localize messaging and make insurance feel relatable and modern to a younger audience.

Rich Communication Services (RCS)

RCS was used to deliver real-time, engaging messages to users' default SMS apps. This allowed us to send images, videos, and quick reply buttons—making policy discovery, reminders, and claims more interactive than traditional texts.

Accelerated Mobile Pages (AMP)

Using AMP technology, insureka! emails became dynamic and functional. Users could explore quotes, update preferences, and even start claims directly within the email—leading to better engagement and conversion compared to standard campaigns.

My experience with insureka!

Here’s a behind-the-scenes look at my work setup and team moments during the insureka! project. From focused design sessions to collaborative brainstorming and fun team outings, these glimpses show the creative and supportive environment that helped bring the project to life.

My Worksetup

My work setup for the insureka! project included a dual-monitor display for efficient multitasking, a high-precision stylus for detailed design work, and the latest design software like Figma for seamless collaboration. A comfortable, organized workspace helped maintain focus and creativity throughout the project.

Takeaways

Working on the insureka! ecosystem reinforced the value of designing with clarity and consistency across multiple touchpoints. The project highlighted how important it is to simplify insurance language and present information in a way that supports confident decision making. Cross functional collaboration also proved essential for aligning business rules, technical constraints, and user needs into a unified product direction.

What would I do differently?

If revisiting this project, I would invest more time in early stage user shadowing to observe real behaviors beyond interviews. I would also introduce more rounds of moderated usability testing before development to validate complex flows like claims and renewals. Strengthening the design system with more micro interaction guidelines would further streamline implementation.

Reflections

This project demonstrated how meaningful design can transform a traditionally complex domain into a more human and approachable experience. It pushed me to balance usability with business goals while maintaining visual consistency across mobile and web. Most importantly, it redefined how insurance can feel when designed with empathy, clarity, and a mobile first mindset.

Team moments

Team moments during the insureka! project weren’t just about work — we also shared fun times like team lunches, outings, and games. These casual hangouts helped us bond, recharge, and bring more energy and creativity to our design work.

“Good design is clear thinking made visible.”

- Edward Tufte | an American statistician, data visualization expert and design thinker