Revitalizing Canara HSBC Life's Digital Front Door

A UX Revamp for Reduced Drop-offs and Improved Product Engagement

Project Overview

Canara HSBC Life Insurance is a well-established joint venture committed to providing comprehensive life insurance solutions. 

Timeline

6 months

Tools Used

Figma for design and prototyping, Adobe Experience Manager (AEM) for content management.

Project Goal

To significantly improve the user experience for new and existing visitors on the website, leading to reduced homepage drop-offs, enhanced engagement with key product information and tools, and a more intuitive path from marketing campaigns to relevant product details, ultimately driving higher online policy consideration and lead generation.

My Role: Lead UX Designer

As the Lead UX Designer, My core responsibilities spanned the entire UX lifecycle, including heuristic audits, discovery sessions, user research, IA redesign, wireframing, prototyping, visual design direction, and close collaboration with cross-functional teams through implementation and testing. 

Team Structure

The project team consisted of a UX Director, two other UX Designers, Product Managers, a Technical Lead, and a team of Developers.

The Challenge: A Fragmented User Experience

Prior to the revamp, the Canara HSBC Life website suffered from a fragmented and complex user experience, leading to high homepage drop-off rates for new visitors. A comprehensive heuristic evaluation revealed a confusing information architecture with unclear labeling and illogical structuring, high cognitive load, and inefficient search, making content hard to discover.

Confusing and complex Information Architecture leading to high homepage drop-off rates for new visitors.

Suboptimal transition and experience from marketing campaigns to landing pages, hindering lead generation.

Poor usability and clarity in critical sections like insurance calculators and product pages, preventing users from effectively evaluating products.

AUDIT & RESEARCH

Website Evaluation, Heuristic Evaluation, Analytics Review, Competitive Analysis

DISCOVER

User Needs, Business Goals, Client Discovery Sessions, Target User Groups

DEFINE

Problem Definition, User Needs, User Personas, Information Architecture

DESIGN

Wireframing, Prototyping, Visual Design Direction, Mobile Responsiveness

TEST

Evaluating design solutions, Usability Testing, User Feedback, Interactions, Business Feedback

ITERATE

Wireframing, Prototyping, Visual Design Direction, Mobile Responsiveness

My Approach & Design Process

My approach to the website UX revamp followed a user-centered design thinking methodology, ensuring that all decisions were grounded in user needs and business objectives. The process was iterative and collaborative, involving key stakeholders at each stage:

A. Restructuring the Information Architecture (IA)

PROBLEM:

The existing Information Architecture (IA) was a significant barrier to user engagement and conversion, characterized by an overly complex, poorly categorized structure that did not align with user mental models. A key contributor to this complexity was the overloaded primary navigation. Furthermore, the old footer was extremely confusing and cluttered, rendering it ineffective for users attempting to access crucial information.