Lead - UX/UI Design

Job Description: Lead, UX/UI Design - Direct to Consumer (D2C) Sales

The Opportunity: Build India’s leading "AI-First" Digital Insurance Practice

Prudential Health India is building an AI-powered, customer-centric Direct-to-Consumer business that will redefine how customers discover, purchase, manage and renew health insurance. We are looking for a Lead, UX/UI Design to create India’s most frictionless insurance digital buying journeys.

This is an opportunity to build the digital experience foundation of one of India's most ambitious health insurance businesses. The role offers the chance to shape AI powered customer journeys at scale.

The Role

You will be responsible for defining and delivering the end-to-end customer experience across all digital journeys including web, native mobile applications, WhatsApp, conversational AI, digital servicing and customer engagement platforms. The role will own experience strategy, interaction design, visual design direction, conversational design, AI-powered experiences, design-system governance and conversion optimisation across the D2C business.

Working closely with business, marketing, technology and analytics teams, this individual will create intuitive, trustworthy and high-conversion experiences that simplify the complexity of health insurance while ensuring transparency and compliance.

The role requires a unique blend of customer empathy, commercial acumen, product thinking, design leadership and analytical rigor, with a strong focus on measurable business outcomes.

Key Responsibilities

1. Experience Strategy and Ownership

• Define the UX and UI vision for the D2C business across web, mobile applications, WhatsApp, conversational AI and emerging digital channels.
• Own the end-to-end customer journey from awareness, education and product discovery through quote generation, plan comparison, proposal submission, payment, policy issuance, onboarding, servicing, renewals and retention.
• Design customer experiences that simplify complex insurance concepts including waiting periods, exclusions, co-payments, deductibles, underwriting requirements and hospital-network access.
• Reduce customer friction, abandonment, confusion and dependency on assisted sales while improving transparency and trust.
• Establish experience principles, design standards and engagement frameworks that support growth, conversion, customer satisfaction and long-term loyalty.
• Balance customer needs, regulatory requirements, commercial objectives, technology constraints and brand standards. Define and deliver the business plan for online sales, balancing rapid topline growth with sustainable unit economics (CAC vs. LTV).

2. AI-First Experience Design

• Lead the adoption of an AI-first approach to customer-experience design across all digital channels.
• Design AI-powered journeys that help customers understand insurance needs, compare products, complete purchases and resolve queries.
• Partner with Product, Technology and Data Science teams to develop personalised recommendation engines, intelligent assistance, guided-selling journeys and predictive engagement models.
• Define conversation architecture, interaction patterns, escalation pathways, trust mechanisms and customer safeguards for AI-powered experiences.
• Ensure responsible AI deployment through transparency, customer consent, explainability, privacy and regulatory compliance.
• Continuously evaluate and improve AI journeys using behavioural analytics, customer feedback, completion metrics and conversion outcomes.

3. Web and Mobile Experience

• Lead the design of responsive web and mobile-app experiences across customer acquisition, servicing and retention journeys.
• Optimise landing pages, quote flows, comparison journeys, proposal forms, payment experiences and onboarding processes.
• Design intuitive customer journeys for profile management, health declarations, document uploads, claims support, renewals and wellness engagement.
• Apply platform-specific design principles while ensuring a consistent omnichannel experience.
• Improve customer engagement through personalised content, contextual nudges, progress indicators and proactive interventions.
• Ensure seamless continuity across web, mobile, contact-centre and adviser-assisted journeys.

4. Conversational Experience design

• Design end-to-end customer journeys across WhatsApp, chatbots and AI conversational channels.
• Create conversational flows for lead qualification, needs assessment, quote generation, product comparison, proposal completion, payment support and renewals.
• Design omnichannel flows across mobile, web and conversational platforms.
• Establish effective transitions between automated interactions and human-assisted support.
• Design abandoned-journey recovery, re-engagement and lead-nurturing experiences.
• Ensure conversational experiences are natural, concise, context-aware and conversion-focused.

5. Design Systems and Experience Consistency

• Build and govern a scalable enterprise design system covering visual language, interaction standards, accessibility requirements and reusable components.
• Ensure a consistent experience and design language across web, mobile, WhatsApp, AI assistants and future digital touchpoints.
• Define governance frameworks, review mechanisms and design-quality standards.
• Partner with Brand, Product and Technology teams to ensure experience consistency while supporting channel-specific requirements.

6. User Research and Experience Analytics

• Undertake structured user-research covering prospective customers, existing policyholders, abandoned journeys and assisted-sales users through usability testing, interviews, surveys, behavioural analytics and journey mapping.
• Develop deep understanding of customer trust barriers, purchasing behaviour and decision-making patterns within health insurance.
• Analyse conversion funnels, clickstream behaviour, heatmaps, session recordings, chatbot performance and customer-feedback data.
• Lead experimentation through A/B testing and multivariate testing programmes to validate design improvements and business impact.
• Create and maintain customer personas, journey maps, service blueprints and a central repository of experience insights.

7. Cross-Functional Collaboration

• Partner closely with D2C Sales to understand customer objections, assisted-sales interactions and conversion challenges.
• Work with Digital Marketing teams to optimise campaign-to-conversion journeys and landing-page effectiveness.
• Collaborate with Digital Product Management and Engineering teams throughout discovery, design, development, testing and launch cycles.
• Partner with Analytics teams to define measurement frameworks and identify optimisation opportunities.
• Work with Underwriting, Operations, Claims, Customer Service and Compliance teams to ensure journeys are operationally executable and regulatory compliant.
• Present experience strategies, research findings and performance recommendations to senior leadership.

The Ideal Candidate

Qualifications and Experience

• Bachelor's degree in Design, Human Computer Interaction, Psychology, Engineering, Information Design, Digital Media or related disciplines.
• Master's degree in Design, Human Factors, HCI, Product Design or Business Management preferred.
• Approximately 10-14 years of experience in UX Design, Product Design, Service Design, Digital Experience or Human-Centred Design roles.
• Demonstrated experience leading complex digital customer journeys in insurance, financial services, healthcare, InsurTech, fintech, e-commerce, travel technology or other consumer digital businesses.
• Proven experience in AI-powered experiences, conversational interfaces, mobile applications, web platforms and conversion optimisation.
• Experience building and leading high-performing UX/UI teams. 12+ years of experience, with at least 5 years in a P&L leadership role within a high-growth D2C setup (FinTech, InsurTech, or E-commerce).

Required Skills and Competencies

• Ability to translate business strategy into customer-centric digital experiences.
• Expertise in customer research, usability testing, customer segmentation and behavioural analysis.
• Strong understanding of customer trust and comprehension challenges in regulated industries.
• Expertise in information architecture, interaction design, service design, visual design systems and accessibility standards.
• Experience designing chat, WhatsApp, conversational AI and intelligent assistant experiences.
• Understanding of AI interaction patterns, recommendation systems and human-AI collaboration models.
• Strong understanding of digital conversion funnels, experimentation frameworks and customer-engagement metrics.
• Ability to use data to identify opportunities and prioritise improvements.
• Ability to influence product, technology, business and marketing teams without direct authority.

Location:

Mumbai

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