Easypaisa – Insurance Rewamp
Role
Product Designer
Sector
Fintech
Organisation
Easypaisa
Rebuilt Easypaisa’s insurance experience from the ground up — turning a confusing, underused feature into a trusted marketplace where millions can compare, subscribe, and manage plans in just a few taps.
Easypaisa’s insurance experience didn’t fail because of the product — it failed because of how it was delivered. Most users didn’t understand what they were buying, got no confirmation after subscribing, and had no clue how to file a claim.
We weren’t redesigning a screen — we were rebuilding a broken system wrapped in mistrust, data gaps, and user apathy.
Constraints
🧱 Zero backend alignment
📉 No behavioral data
🗂️ Fragmented insurer logic
🕵️ Mistrust by default
🙅 Low insurance literacy
We saw this as an opportunity to build Pakistan’s first digital insurance Marketplace — one that’s trustworthy, user-centric, and scalable.
Goal
🔁 Improve retention
🧭 Simplify discovery
✅ Increase activation
🧑💻 Make claims and coverage understandable
We didn’t just clean up a broken experience — we rebuilt insurance as a trusted, usable, and scalable product inside Easypaisa. The result? Clearer decisions, fewer complaints, real revenue, and product adoption at scale.
YOY growth
We unlocked real adoption—driving a 57% increase in insurance collections through Easypaisa.
PKR in total collection
Proving that when users understand insurance, they stay subscribed — and engaged.
Of enrollment target achieved
not by nudging harder, but by making the value obvious.
New users subscribed.
It kept users around longer, with fewer drop-offs and higher plan retention.
Growth in Insurance Subscriptions.
Once users understood what they were buying, they didn’t resist. They subscribed—and stayed.
Plans launched.
Our modular flow scaled across partners, products, and new use cases with zero UI debt.
I followed an 8-step UX process — from aligning with stakeholders and identifying user pain points to designing, testing, and handing off a scalable solution.
Aligned with Product, Tech, and Business on goals, constraints, and success metrics.
Audited existing flows and data to identify drop-offs and usability gaps.
Interviewed users, reviewed support logs, and benchmarked competitors.
Defined key UX problems around trust, claims, and plan comprehension.
Designed modular flows, components, and plain-language content.
Tested core tasks and simplified flows based on real user feedback.
Partnered with devs to build scalable flows and handle edge cases early.
Monitored live usage, tracked performance, and refined post-launch.
What started as a broken experience became one of Easypaisa’s most trusted and adopted features — thanks to a UX process built around clarity, trust, and scale.
These 8 steps formed a complete UX loop — helping us move from problem to solution with clarity, collaboration, and user validation at every stage.
I kicked off the project by sitting down with Product, Business, and Tech to get everything on the table — goals, blockers, user pain, and technical limitations.
Together, we mapped a design plan that balanced impact with feasibility — making sure everyone moved forward on the same page
Started by digging into the existing product to understand where users were getting lost, what wasn’t working, and why trust was breaking down. Through heuristic evaluation, journey mapping, and real usage data, we uncovered critical friction points — from buried actions and unclear plan info to major drop-offs after subscription.
Mapped the full insurance journey to find what was slowing users down — unclear CTAs, hidden claim access, and overly long subscription steps.
Reviewed funnel data and heatmaps to find key drop-off points — most users bounced after viewing plan details or never returned post-subscription.
Deconstructed each step from discovery to unsubscribe — exposing dead zones, high-friction tasks, and moments that made users quit.
We interviewed users and analyzed support logs to understand the real friction: most didn’t know if they were covered, what their plan included, or how to file a claim. They weren’t confused by the UI — they lacked trust in the product.
We spoke to users, visited shops, listened to agents, and analyzed real complaints. Our goal was to understand not just the interface gaps — but the cultural, behavioral, and systemic reasons people don’t trust or buy insurance.
Explored how insurance is sold, misunderstood, and abandoned — across users, agents, and support.
Geographic Coverage: Karachi, Islamabad, Peshawar and Lahore
Focus: To unpack why insurance lacks trust, how people self-insure through savings, and what drives or blocks digital adoption.
We set out to answer two things: why users don’t buy insurance, and why they don’t trust it once they do. By mapping drop-offs, interviewing skeptics, and comparing competitor flows, we uncovered the hidden blockers behind low adoption and high churn.
We set out to explore how people perceive insurance, especially digital insurance, and what breaks or builds their trust.
We wanted to map where people lose clarity, confidence, or interest — across the entire journey.
We aimed to understand how insurance is positioned by agents — and how that compares to what users actually understand or expect.
We wanted to explore what would need to change — in product, language, or delivery — for insurance to feel more relevant and valuable.
This wasn’t about usability. It was about trust, misaligned expectations, and missing context. Users confused insurance with savings, didn’t understand claims, feared it was non-Islamic, and ignored standalone offers. Adoption only came when insurance was embedded, explained, and earned.
73% of users expected insurance to return their money like a savings account. This fundamental misconception created unrealistic expectations and disappointment
Terms like “coverage” and “premium” were completely foreign. Users understood “bachao” (save) and “paisa wapis” (money back) but not protection concepts.
68% of respondents had negative experiences with traditional insurance agents—from silent account deductions to fake policy promises.
This created a default assumption that all insurance is a scam, making digital adoption exponentially harder.
90% of users had no idea how to file a claim, and 0% confidence in getting timely resolution.
The lack of claims transparency made insurance feel like “paying for nothing.”
Standalone insurance had extremely low engagement, but contextual offers during money transfers saw significantly higher interest.
Users don’t shop for insurance – they react to immediate vulnerability moments.
45% of users avoided insurance due to religious concerns, yet only 12% knew about Takaful (Shariah-compliant insurance).
The lack of claims transparency made insurance feel like “paying for nothing.”
Even premiums as low as 50-100 PKR felt expensive without immediate, tangible value. Users mentally compared insurance costs to daily essentials.
80% of users wanted free trials or “money-back guarantees” to experience value before committing to ongoing payments.
Insurance in Pakistan isn’t just a product problem – it’s a trust, education, and cultural navigation challenge. Success required rebuilding the entire concept from the ground up, not just digitizing existing processes.
Designing for insurance in this market meant dealing with more than UX bugs. We had to work around deep trust issues, low awareness, price sensitivity, and religious hesitation — all while keeping the experience simple enough for someone with low literacy and no digital history. These weren’t edge cases — they were the baseline. And every design decision had to respect that reality.
Armed with the constraints we surfaced, we began shaping the experience — focusing on the exact moments where users got confused, felt misled, or dropped off. From claims to onboarding to in-app education, we restructured key flows, explored new interaction patterns, and prototyped ways to build trust — not just through visuals, but through timing, clarity, and transparency.
We put the redesigned flows in front of real users. We weren’t just checking if buttons worked; we wanted to know if people finally understood what they were buying, how to claim, and whether they could trust it.
Some things landed. Others didn’t. But every test helped us close the gap between what we meant to design and what people actually experienced.
We tested how quickly and accurately users could complete key tasks like enrolling, understanding coverage, and initiating claims — without help. The goal: reduce hesitation, increase clarity, and make insurance feel effortless.
We ran eye-tracking tests to see what caught attention, what was ignored, and where users hesitated. Paired with a System Usability Score (SUS), this gave us a quantified view of how intuitive the experience really was.
We tested our redesigned flow with users who regularly use competitor platforms — major wallets and bank apps — to see how well our experience translated across habits and expectations. These users brought real-world context and comparison into the test, making it clear whether our solution was actually simpler or just different.
