What do users want?
Realising peoples latent need and designing solutions which make them act on that need.read
HDFC LIFE . INSURANCE . 2019
HDFC Life is already the worlds best rated and most trusted insurance company, the idea to be relevant in the digital space whilst maintaining its roots. A consistent and coherent language which engenders familiarity of message and function and allows the user to navigate the platform easily.
In transitioning from a largely offline to an online brand we needed to retain the trust but shed of the weight and age of the brand, consumers wanted the comfort of a warm and friendly company which is hassle free rather than a large authority which has too many compliances and procedures.
We retained the core values of confidence and added the sense of affection which we believe was important to understand and make the user feel that HDFC Life wasn't a heavy authority, but a friend in arms whom you can trust.
As an extension to the above-listed principles, we continued with the approach of warm and friendly, for which we used the least amount of layers for the design, allowing a more planer experience, with overall layers reduced to just 4 i.e. background, app layer, header/footer and pop-up or bottom sheet.
We created a larger palette of secondary and tertiary colours to be used intermittently.
Our goal was to shed off weight from the overall look and feel and hence light and shadows helped us do so.
Our typography was especially identified to provide clarity with a character further enhancing trust whereas shedding of the weight from the overall brand.
We even changed the tone of language to make it more first person rather than third person, we will with time refine it for our users to see us as a friend they can come to.
Whilst we continued with the volume guidance set by Google for the iconography we created a stroke and colour feel which allowed us to communicate the humanistic values we seek to engender.
We knew that our atoms allowed us to emote and help our users understand the context in a better way. We now needed to make sure that the flow states were covered similarly, such that the essence of what we are trying to do is reflectedin the design in terms of affordance levels.
This allowed us to create a simple design system which was short yet captured the core ideology of how we wanted our users to feel, yet preserving consistency and simplicity.
We defined atoms and components but didn't freeze the screens which allowed our designers the freedom and leverage to experiment yet stay consistent to the overall language, this we felt was essential to keep the core instinct of encouraging wild ideas intact.
The overall design system not helped bring consistency in product and communication within it but also created a sense of pride within teams with the richness of its execution.