Designing a system for
now and the future
Birla Sun Life Insurance's multiple products
Since 2000, ABSLI with its tech-first development approach for new products acquired a user base of 19.3 Lakh customers.
Service Buddy
Leap
Customer Portal
These products served different functionalities, and without a unified design system, ABSLI faced a fragmented UX, diluted brand presence, and significant inefficiencies in design and development. Creating a more streamlined user experience across all products and consistency across channels created a huge challenge.
ABSLI approached us to resolve these challenges and develop a unified design system and visual library for all its current products.
Creating a system without breaking the UX
Maintaining a cohesive user experience across three products with varying functionalities was a significant challenge. The concerning factor was that the existing products might have inconsistencies in UI elements across different features. Implementing the design system involved significant refactoring to ensure the UX is not disrupted.
The design system was built with user familiarity in mind and we also implemented clear visual cues to differentiate product-specific functionalities.
This consistency reduces users' confusion, helps them learn the product faster, and translates to a smoother UX experience with fewer disruptions.
Balancing Modernity with Usability
ABSLI users are spread across a wide age spectrum. The legacy customers are accustomed to traditional design elements; on the other hand, the younger audience seeks more modern aesthetics and intuitive interactions.
Through multiple user interviews, we were able to understand their core needs to bridge the generational gap. To strike a balance, we incorporated modern visual elements while prioritizing core functionalities.
Not all red is negative
Color plays a critical role while designing user experiences, and overly strong colors can sometimes be overwhelming. To ABSLI the color red, represented the brand's heartbeat. Using red to convey a sense of energy and excitement posed a unique challenge as it is usually a colour associated with negative emotions.
We solved this problem by adding red as an accent colour, toning down the UI with a minimal design. This created a balance in the intensity of red, ensuring it didn’t overwhelm users while still attaching it as a key element of ABSLI’s identity.
From Scattered to Streamlined
Considering the complexities of implementing design systems, we developed a dedicated visual library that serves as a central repository of information.It displays all the components and detailed instructions on how and when to use each component, along with best practices, accessibility, and potential use cases. The visual library reduces the time spent searching for information, allowing designers and developers to focus on creating user-centric experiences.
A System That Grows
As ABSLI continues to innovate and develop new products, a future-proof design system was paramount. We introduced a design system with multiple variants and styles to allow customization and tailor components to use cases. By prioritizing scalability, the design system future-proofs ABSLI’s design language.
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