Crack the Competition!
Helping agents compare, convince, and close with confidence
Crack the Competition!
Helping agents compare, convince, and close with confidence
Prepared for
Date
May 1, 2024
Background
mQuote is a mobile application used by Max life insurance agents to generate policy illustrations and quotes for customers. These illustrations are essential tools in the sales journey, helping agents explain plan benefits, premiums, and returns in a visual and easy-to-understand way.
mQuote is a mobile application used by Max life insurance agents to generate policy illustrations and quotes for customers. These illustrations are essential tools in the sales journey, helping agents explain plan benefits, premiums, and returns in a visual and easy-to-understand way.
Role and Responsibility
Role and Responsibility
As part of the mQuote app, I designed a new feature called Competition Cracker. This feature helps agents compare insurance products from other companies across key parameters like benefits, premiums, and coverage, so they can confidently offer the most suitable solutions to customers.
To build this feature, I first researched similar tools in other apps to understand existing patterns and user expectations. Based on my findings, I moved into the ideation phase, where I mapped out user flows and created low-fidelity wireframes. Once the direction was finalized, I built an interactive prototype to test the experience.
I conducted Usability testing to gather feedback and refine the design. Throughout the process, I worked closely with the development team to ensure smooth handoff and implementation. Eventually, we successfully launched the feature, making it easier for agents to sell more confidently and competitively.
As part of the mQuote app, I designed a new feature called Competition Cracker. This feature helps agents compare insurance products from other companies across key parameters like benefits, premiums, and coverage, so they can confidently offer the most suitable solutions to customers.
To build this feature, I first researched similar tools in other apps to understand existing patterns and user expectations. Based on my findings, I moved into the ideation phase, where I mapped out user flows and created low-fidelity wireframes. Once the direction was finalized, I built an interactive prototype to test the experience.
I conducted Usability testing to gather feedback and refine the design. Throughout the process, I worked closely with the development team to ensure smooth handoff and implementation. Eventually, we successfully launched the feature, making it easier for agents to sell more confidently and competitively.
Problem Statement
Agents often face tough competition from other insurers but lack an efficient way to compare plans and showcase Max Life’s advantages. The comparison process was manual, time-consuming, and sometimes based on incomplete information. This led to missed opportunities and less convincing sales conversations.
Goals
Create an easy-to-use tool for agents to compare insurance products.
Highlight Max Life's competitive advantages.
Save time and reduce the manual effort involved in product comparison.
Boost confidence during client meetings.
Goals
Create an easy-to-use tool for agents to compare insurance products.
Highlight Max Life's competitive advantages.
Save time and reduce the manual effort involved in product comparison.
Boost confidence during client meetings.
Every feature starts with a question—and mine was:
Every feature starts with a question and mine was:
How can we make our agents feel more confident when facing product comparisons in real-time with customers?
How can we make our agents feel more confident when facing product comparisons in real-time with customers?
With this in mind, I began by exploring apps that offer product comparison features, even though they weren't directly related to insurance. I wasn’t just looking for what our competitors were doing—I was interested in how different industries handled product comparisons.My goal was to understand how they structured data, presented visual comparisons, and guided users through decision-making.
With this in mind, I began by exploring apps that offer product comparison features, even though they weren't directly related to insurance. I wasn’t just looking for what our competitors were doing—I was interested in how different industries handled product comparisons.My goal was to understand how they structured data, presented visual comparisons, and guided users through decision-making.
From each of these apps, I picked up different insights:
Amazon taught me how to present long spec lists in a scrollable format.
Policybazaar showed the power of using simple labels and icons.
CRED made me realize how crucial visual hierarchy is when displaying benefit-heavy content.
Car Dekho emphasized showing differences clearly.
Nykaa was a reminder that comparisons don’t have to feel heavy—they can be light, visual, and enjoyable.
This initial exploration gave me a mental library of ideas for layout, visual design, and interaction models.
From each of these apps, I picked up different insights:
Amazon taught me how to present long spec lists in a scrollable format.
Policybazaar showed the power of using simple labels and icons.
CRED made me realize how crucial visual hierarchy is when displaying benefit-heavy content.
Car Dekho emphasized showing differences clearly.
Nykaa was a reminder that comparisons don’t have to feel heavy—they can be light, visual, and enjoyable.
This initial exploration gave me a mental library of ideas for layout, visual design, and interaction models.
Talking to the Real Experts: The Agents
Talking to the Real Experts: The Agents
Once I had a good grasp of digital patterns, it was time to connect with the end users—the agents. I conducted 6–8 user interviews, each around 30 minutes. These sessions were filled with stories, frustrations, and insightful moments.
Once I had a good grasp of digital patterns, it was time to connect with the end users—the agents. I conducted 6–8 user interviews, each around 30 minutes. These sessions were filled with stories, frustrations, and insightful moments.
💬 What I Asked Them:
💬 What I Asked Them:
How do you currently compare Max Life products with competitors?
Mostly through brochures or manually checking websites.
I try to memorize the key differences, but it’s hard to keep up
How do you currently compare Max Life products with competitors?
Mostly through brochures or manually checking websites.
I try to memorize the key differences, but it’s hard to keep up
Do you use any tools or apps to help with comparison today?
Sometimes Policybazaar, but I don't trust it entirely.
I just use a notepad or Excel
Do you use any tools or apps to help with comparison today?
Sometimes Policybazaar, but I don't trust it entirely.
I just use a notepad or Excel
What are the most important factors your customers care about during a comparison?
Premium, returns, maturity amount, and tax benefits.
If there’s a rider included—like critical illness
What are the most important factors your customers care about during a comparison?
Premium, returns, maturity amount, and tax benefits.
If there’s a rider included—like critical illness
How do you feel during sales meetings when a customer brings up a competitor’s plan?
Honestly, I panic a little.
I try to divert the conversation because I’m not fully prepared.
How do you feel during sales meetings when a customer brings up a competitor’s plan?
Honestly, I panic a little.
I try to divert the conversation because I’m not fully prepared.
Would you like the ability to share or save the comparison?
Yes, especially if I can WhatsApp or email it right away.I try to memorize the key differences, but it’s hard to keep up
Would you like the ability to share or save the comparison?
Yes, especially if I can WhatsApp or email it right away.I try to memorize the key differences, but it’s hard to keep up
👀 Insights I Gathered:
Agents need quick access to core product comparisons.
They value simplicity over too much detail.
A clear visual highlight of Max Life’s strengths builds trust.
They want to customize comparisons based on what their customer cares about.
👀 Insights I Gathered:
Agents need quick access to core product comparisons.
They value simplicity over too much detail.
A clear visual highlight of Max Life’s strengths builds trust.
They want to customize comparisons based on what their customer cares about.
Based on my research, i created user flow that mapped how the agent will compare plan
Based on my research, i created user flow that mapped how the agent will compare plan
And just like that
We are done!🥳
✅ Key Takeaways
Real user research matters: Speaking with agents directly uncovered challenges we wouldn’t have identified through assumptions alone.
Cross-industry inspiration helps: Studying comparison features from Amazon, CRED, and others gave us valuable UI ideas, even if they weren’t in the insurance space.
Visual hierarchy builds clarity: Using colors, highlights, and iconography helped agents instantly understand where Max Life had the edge.
✅ Key Takeaways
Real user research matters: Speaking with agents directly uncovered challenges we wouldn’t have identified through assumptions alone.
Cross-industry inspiration helps: Studying comparison features from Amazon, CRED, and others gave us valuable UI ideas, even if they weren’t in the insurance space.
Visual hierarchy builds clarity: Using colors, highlights, and iconography helped agents instantly understand where Max Life had the edge.
Let's Talk
Feel free to reach out for collaborations or just a friendly hello 😁
© 2026 Naveeta Goswami. Made with 💛 and too many coffee breaks.
Let's Talk
Feel free to reach out for collaborations or just a friendly hello 😁
© 2026 Naveeta Goswami. Made with 💛 and too many coffee breaks.
Let's Talk
Feel free to reach out for collaborations or just a friendly hello 😁
© 2026 Naveeta Goswami. Made with 💛 and too many coffee breaks.