Orchestrating the D2C insurance transformation with seamless and futuristic experiences across omni-channel touchpoints, and journeys.
Client : ICICI Lombard
Industry : Finance (Insurance)
My Role : Service Designer and Researcher: Designing & Speculating journeys
Duration : May 2026 - Jun 2026
Team : +5 Designers
Introduction
ICICI Lombard is one of India's leading private-sector general (non-life) insurance companies. Established in 2001 as a joint venture, it provides a wide range of insurance products including motor (car/bike), health, travel, home, and corporate/cyber liability policies.
→ This was a 4 week BD Proposal project. Based on the Project Brief given to us, our team initiated a futuristic journey mapping and concept proposal to revamp the journeys and make it future ready for at least the next 5 years.
Objective - Proposal
The core objective was to envision a future-ready customer journey that showcased frog's design and innovation capabilities to help secure the engagement.
Objective - Project
Transform ICICI's digital insurance ecosystem into a consistent, intelligent, and scalable experience by combining global best practices with AI-driven personalization, intuitive journeys, and behavioural design to drive business growth and customer satisfaction
Scope
If the engagement was won, the scope of the project would be to define and design a unified, future-ready digital insurance ecosystem for ICICI that delivers consistent omnichannel experiences through AI-powered personalization, behavioural design, intuitive decision support, and a scalable design system, aligned with global best practices to drive engagement, conversions, customer satisfaction, and long-term digital scalability.
The scope of the Proposal (shown in this case study) was to create a journey that could stand a part of ICICI’s insurance ecosystem in the next 5 years and deliver concepts for the same.
To understand the current state of the insurance landscape in India and assess ICICI Lombard's position within it, we conducted extensive secondary research, competitive benchmarking, and qualitative user research.
This included in-depth analyses of leading insurance providers and 3–5 qualitative interviews with ICICI Lombard customers and users of other insurers to uncover existing behaviours, pain points, and opportunities across the end-to-end insurance journey.
Research
Competitive Analysis
Benchmarking
Synthesis
We synthesized insights from our research to identify the key opportunities and design principles that would shape the future customer journey and address existing pain points.
Finalised Journey
Building on the research insights, we explored multiple future-state journey ideas for the proposal before converging on the experience that best addressed user needs, business objectives, and emerging opportunities and catered to the brief of ’How will insurance experiences evolve over the next five years?’. The final journey was:
Accidental Insurance Claim Journey
Once the opportunity areas were defined through research, we conducted 3 cross-functional ideation workshops to envision the future of the insurance ecosystem. Centered around the question, ’How will insurance experiences evolve over the next five years?’, the workshops generated and refined concepts that informed the final journey.
The workshops were designed as a progressive convergence exercise. The first session focused on expansive, unconstrained ideation, while subsequent workshops evaluated, refined, and prioritized concepts based on user value, business impact, and feasibility. By the final workshop, we had converged on 4–5 complementary concepts that formed the foundation of the proposed journey.
Conceptualisation
First workshop session - Speculative Design
The first workshop focused on divergent thinking, encouraging the team to generate as many ideas as possible without being constrained by feasibility or implementation considerations.
Below are excerpts from the brainstorming session.
Concepts in Action
After converging on the strongest concepts, we reframed them as ’What Ifs’ scenarios to visualize their real-world application within the future ecosystem. This storytelling approach made the vision easier to communicate and laid the groundwork for the final proposed journey.
The ’What If’ scenarios were then consolidated into a single future-state ‘Accident Insurance Claims Journey’, combining research insights and validated concepts into a cohesive end-to-end customer experience and journey in play.
Design Outcomes
A peak into how the proposed concepts might play out
To demonstrate the vision in action, we designed and prototyped a multi-channel experience that brought the proposed journey and its underlying concepts to life.
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