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IMS One App Design System, Onboarding & More

An application for insurer or mobility operator,  to help them connect with their customers to change driving behaviour, reduce road risk and deliver better outcomes.


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IMS One App is a mobile application development framework that puts user engagement and experience at the forefront. An application for insurer or mobility operator,  to help them connect with their customers to change driving behaviour, reduce road risk and deliver better outcomes.

App provides many configuration options going far beyond logo and colour scheme to include core features and personalized functions so that users can fully configure their app experience, functionality and presentation layer which resulted in the reduction of customer support calls and increase in adoption and usage.


Update/redesign existing UI components and create Design System for all types, states, sizes, etc, Create new necessary components, Create core guidelines for colour, typography etc., File organization, Collaborating with design team; developers; product owner and product manager., Designing new experiences/ refining existing solutions for the app as per user stories, Using the app framework and design system for rebranding for different clients.


April 2022 - Ongoing


Solo designer, with guidance from a Lead designer as well as collaborating with other team members & product owner.


Figma (For new designs) , Adobe Illustrator, Adobe Photoshop & Adobe XD (For old clients/ designs), Miro, Zeplin, Jira


IMS ( Insurance & Mobility Solutions)

2. Onboarding Flow:

One of the major challenges faced by One App was a high user drop-off rate during the onboarding process. Users were abandoning the application due to its complexity and lack of guidance. Additionally, connecting the Bluetooth Wedge to the user's vehicle using an application proved to be time-consuming and frustrating for users, leading to dissatisfaction.

Problem Identification: Before my intervention, the vehicle onboarding process in the IMS One App had several pain points that hindered the user experience and resulted in inefficiencies. The key problems identified were:

  1. Lengthy and Complex Forms: The existing onboarding forms were extensive, requiring users to fill out numerous fields and navigate through multiple pages. This led to user fatigue, increased the chances of errors, and slowed down the onboarding process.

  2. Lack of Clear Guidance: Users often struggled to understand the purpose and requirements of various fields in the onboarding forms. The absence of clear instructions and visual cues made the process confusing and time-consuming.

  3. Redundant Data Entry: Users were frequently required to provide redundant information across multiple forms. This redundancy not only wasted users' time but also increased the risk of inconsistencies and errors.

  4. Limited Progress Visibility: Users lacked a clear indication of their progress through the onboarding process. They couldn't easily track which steps they had completed and how many remained, leading to frustration and uncertainty.

Solution approach:

  1. User Research: To understand the pain points and gather insights, we conducted meetings with stakeholders and product managers and product owners and conducted intense brainstorming session. The research revealed users' struggles, frustrations, and desired improvements.

  2. Information Architecture: I re-evaluated the onboarding flow and redesigned the information architecture to simplify the process. I grouped related fields together and reduced the number of form pages, aiming for a more intuitive and efficient experience.

  3. Streamlined Form Fields: Through an iterative design process, I carefully analyzed each form field and eliminated non-essential information. Redundant fields were consolidated, reducing the overall cognitive load on users and enhancing data accuracy.

  4. Visual Clarity and Guidance: To address the lack of clear instructions, I introduced visual cues and tooltips within the forms. Users were now provided with context-specific guidance, helping them understand the purpose of each field and providing examples when necessary.

  5. Progress Indicators: I implemented a visual progress indicator that displayed the users' current step and overall progress. This enabled users to have a sense of control and track their advancement, resulting in reduced frustration and improved confidence.


The streamlined vehicle onboarding flow significantly improved the user experience on the IMS One App, addressing the initial challenges identified:

  1. Reduced Complexity: By simplifying and consolidating form fields, the average time required for completing the onboarding process decreased by 30%. Users found it easier to navigate and complete the necessary steps, resulting in higher user satisfaction.

  2. Improved Data Accuracy: With clearer instructions and minimized redundancy, the likelihood of errors and inconsistencies in user-provided data significantly reduced. This led to improved data accuracy, reducing manual intervention and enhancing operational efficiency.

  3. Enhanced User Engagement: The introduction of visual cues, tooltips, and progress indicators fostered a sense of guidance and empowerment for users. They now had a clear understanding of their progress, reducing anxiety and increasing engagement with the onboarding process resulting in a 40% decrease in user drop-off and a 40% increase in adoption.

3. Rebranding for clients

Revitalized client apps through rebranding, unified app framework & design systems on iOS & Android, resulting in enhanced user experience & cohesive brand identity.


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Aviva: Quote me happy

iGO4 insurance: Electric

Hughes Insurance

Detail information can not be shared here due to company's policy! :(

Get in touch for more details 💌

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