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UI Design for android

Future Generali PowHer: Insurance for Her

India is making strides in gender equality, but there is one missing link: women insurance. Despite some growth in recent years, women still lag behind men in availing insurance. Most women have access to insurance only from their husband’s family plans. Bring this to the rural level and the numbers turn dismal, with very few women having insurance. Future Generali’s PowHER plan aims to bridge this gap by offering women-centric health insurance. They partnered with us to digitalise PowHER: web design for insurance that can make a grassroots change in society.

The Future is Female

Future Generali’s idea was clear: Health Insurance, catered for women. This was a unique project for us to plan and design. Designing for women is not simply making everything pink: there is a much closer level of engagement required from an interaction standpoint. The project was thus a close collaboration with the Future Generali team, requiring close stakeholder analysis to come to fruition.

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The Future is Female

Future Generali’s idea was clear: Health Insurance, catered for women. This was a unique project for us to plan and design. Designing for women is not simply making everything pink: there is a much closer level of engagement required from an interaction standpoint. The project was thus a close collaboration with the Future Generali team, requiring close stakeholder analysis to come to fruition.

Research, Research, Revamp

From our insights, we know that it is usually men who buy insurance. Insurance app design and websites are thus geared towards men in their designs and interactions. To build an online portal that would bring women to the table meant making deep dive into the issues that plague the women of today. We researched this closely from a standpoint of financial security, health, and safety.

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Communicating to Her

For the website to strike a chord with the target audience we had to tweak our designs in a way that they would be attractive and relevant for her, while maintaining a UI that remains consistent with the digital assets of Future Generali. We managed this through the UX, making each facet of the website cater to the unique needs of women. On the listing page for medical insurance, for example, we nudged her towards what the broad cost for common ailments like Breast Cancer, Cervical Cancer, and Diabetes are so that the user can gauge the amount she should be insured for.

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Communicating to Her

For the website to strike a chord with the target audience we had to tweak our designs in a way that they would be attractive and relevant for her, while maintaining a UI that remains consistent with the digital assets of Future Generali. We managed this through the UX, making each facet of the website cater to the unique needs of women. On the listing page for medical insurance, for example, we nudged her towards what the broad cost for common ailments like Breast Cancer, Cervical Cancer, and Diabetes are so that the user can gauge the amount she should be insured for.

Empowered Decision-Making

One of the UX highlights of the PowHer portal was to help users build personalized insurance plans with custom top-ups and add-ons. In order to aid her with these decisions, we plugged-in statistics at key steps–for example, the percentage of women picking a given plan, or the range of partner hospitals in the vicinity. Our UX aim was to give her the right arsenal of information to make impactful decisions–for her, for her family, and for the generations yet to come.

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ambient ux design

Time taken

4 weeks

UX Design Process

Key Processes

Information Architecture, Domain knowledge acquisition


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UX Best Practice

Our Role

Concept Building, User Journey mapping, Application flow design, Experience Design, UI UX