The Life Insurance Corporation of India (LIC) is transitioning towards a digital-first strategy to meet the evolving needs of its users, especially the younger, tech-savvy demographic. Despite being a dominant player in the insurance industry, LIC faces challenges with its traditional user interface, which relies heavily on agent-driven interactions. The digital experience needs to address the expectations of both its existing and new users, focusing on ease of use, modern aesthetics, and functionality.
The goal of this redesign is to optimize LIC’s desktop website for key use cases such as account management, policy management, and premium payments. The platform must balance LIC’s priorities and user needs by creating an intuitive, visually appealing, and efficient interface while preserving the trust and familiarity associated with the LIC brand.

Conduct a comprehensive UX audit of LIC’s desktop website or mobile app and recommend UI/UX improvements across critical flows. The goal is to ensure an effortless and user-centric experience, enhance digital accessibility, and align the interface with modern design principles

1. Homepage

Purpose: Serve as a hub for navigation, announcements, and quick access to key features.

• Hero Banner: Rotating carousel for critical updates (e.g., last dates for premium payment).
• Quick Action Cards: Buttons for "Login", "Pay Premiums", and "Policy Overview".
• Search Bar: Prominently placed for quick information retrieval.
• Notifications Section: A collapsible widget for user-specific updates and reminders.
• Responsive Design: Ensure the layout adapts seamlessly to different screen sizes.
• Call-to-Action (CTA): Bold and prominent buttons for primary user tasks.

2. User Dashboard (Post-Login)

Purpose: Provide users with a consolidated view of their policies and related actions.

• Policy Summary Widget: Interactive cards summarizing key details (e.g., policy name, premium due date).
• Progress Indicators: Visual trackers for premium payment history and policy maturity.
• Action Buttons: “Renew Policy”, “Download Statement”, “Raise a Query” with tooltips for clarity.
• Personalization Options: Settings to update personal details or preferences.
• Security Indicators: Status of last login and account security settings.

3. Policy Management

Purpose: Allow users to manage, update, or review their policies effortlessly.

• Policy Cards: Each policy displayed in an expandable card format for detailed views.
• Filtering & Sorting Options: Filter policies by type (e.g., health, life) or sort by date.
• Inline Edit Features: Update nominee details or contact preferences without navigating away.
• Document Upload Section: For submitting policy-related documents.

4. Premium Payments

Purpose: Simplify and streamline the process of paying premiums.

• Payment Gateway Integration: Secure and seamless multi-option payment gateway.
• One-Click Pay Button: Pre-fill payment details for faster transactions.
• Breakdown of Charges: Transparent breakdown of premium amounts and additional charges.
• Save Payment Methods: Option to save cards or UPI details for future payments.
• Receipts Archive: Download receipts for past payments with date filters.

5. Help & Support

Purpose: Provide assistance and resolve user queries effectively.

• FAQ Section: Accordion-based FAQs categorized by use cases (e.g., policy renewal, payments).
• Chatbot Integration: AI-powered chatbot for instant query resolution.
• Contact Information: Clearly visible toll-free numbers and email IDs.
• Query Tracking System: Track the status of raised queries or service requests.

6. Notifications & Reminders

Purpose: Keep users informed about critical updates and deadlines.

• Push Notifications: Desktop notifications for due dates and account activities.
• Calendar Sync Option: Export reminders to Google Calendar or other apps.
• Dynamic Alerts: Highlight overdue payments or policy expiration in red.
• Opt-In Preferences: Customize the type and frequency of notifications received.

• The redesign must respect LIC’s branding guidelines and maintain trust with its user base.
• Focus only on desktop experiences; mobile optimization is not within the scope of this project.
• Buying new policies is not included in the redesign; focus solely on existing user flows.