Overview
Basis is India's financial services destination for women, powered by education and community — explaining financial concepts without jargon and connecting women with peers and experts.
Problem statement: Create a seamless mobile experience inside Basis for women to discover, compare, and pick a health insurance plan that fits their needs.
My approach
- Set up a dedicated Figma workspace for references, competitive flows, wireframes, and archived iterations.
- Analysed the user persona from the brief and mapped a first-principles user flow before looking at existing insurance aggregators.
- Studied leading insurance platforms and translated the findings into low-fidelity wireframes.
- Built a visual user persona anchored to the target user's anxieties around employer coverage vs. personal coverage.
- Reconstructed the Basis design system — typography, colour palette, and component guidelines — from GetBasis's Play Store showcase and brand typeface.
- Iterated through multiple high-fidelity UI explorations, archiving weaker layouts, and wired up interactive overlays in the final prototype.
User persona
Akhila, 28 · Bengaluru — Single, hard-working, health-conscious (practices yoga), and values quality time with family and friends. She already has basic health insurance through her employer, but worries the coverage isn't enough and wants a personal policy from the market. Her knowledge of insurance jargon is minimal, so the experience has to make trade-offs obvious without overwhelming her.
Market research & competitive analysis
Industry findings
- Low penetration: India remains one of the most under-insured markets, with health insurance penetration at roughly 35% in FY 2018.
- Skew toward government & group schemes: While nearly 500 million people were covered in FY 2020, the vast majority sat under government-sponsored schemes or employer group policies — individual retail health plans accounted for the smallest slice.
- Awareness & public spend gap: Public-sector healthcare expenditure sat at just 1.46% of GDP (WHO survey), leaving households exposed to out-of-pocket medical shocks when individual coverage is missing.
Competitive analysis
To understand what a first-time buyer looks for when evaluating health insurance, I audited four widely used platforms:
- Policybazaar
- Coverfox
- Optima Secure (HDFC ERGO)
- Care Health Insurance
Key takeaway: Most aggregators optimise for lead capture and flood the user with dozens of riders and filters at once. For Basis's audience, the flow needed to balance swift decision-making with plain-language clarity on the five parameters that actually matter: Sum Assured, Annual Premium, Policy Period, Renewal Bonus, and Co-pay.
User flow & wireframes
I structured the journey so users see the entire 4-step process upfront (Process Transparency) before answering a single question, then move from a lightweight requirements form into a scannable plan list where they can Filter, Sort, Search, and Compare before previewing or bookmarking a plan.
High-fidelity UI
1 · Discovery, process transparency & requirements
From the Basis home screen, a dedicated Launching Basis Health Insurance — Specially Curated for Women card introduces the feature. Tapping in opens a 4-step Process Transparency screen (1. Tell us your requirements → 2. View the list of plans → 3. Sort, filter, compare and select plans → 4. Pay and relax) followed by an visual avatar-based Requirements Form for gender, family members to insure, pin code, and phone number.
2 · Plan listing, comparison & plain-language preview
The plan list surfaces each policy's Sum Assured, Annual Premium, Period, Renewal %, and Co-pay on a clean card with one-tap Compare, Features, and Buy Now actions. Tapping into a plan (e.g. Aditya Birla Activ Health Platinum) breaks down Waiting Period, Renewal Bonus, Room Rent, Co-pay, and Health Checkup with inline info tooltips and a bookmark action.
Try the prototype
Click through the interactive Basis Health Insurance flow in the embedded Figma prototype below, or open it full screen.
Key learnings
- Clarity beats exhaustive actuarial detail for first-time buyers. Surfacing the five core decision parameters (Sum Assured, Premium/yr, Waiting Period, Room Rent, and Co-pay) with inline tooltips keeps users confident without hiding the fine print.
- Process transparency reduces form drop-off. Showing the four-step roadmap before the requirements form reassures users they won't be trapped in an endless questionnaire.
- Prototyping with Figma overlays. Using interactive overlays for sort, filter, and comparison drawers kept the prototype faithful to a real Android sheet experience.