Leadership Approach

I envisioned Motor Club as the "control center" for vehicle owners—a seamless interface consolidating essential tasks.

Steps taken:

  1. Secured executive buy-in with a business case linking engagement to a 15% renewal rate increase, backed by competitor analysis (e.g., PolicyBazaar, Acko).

  2. Prioritized features like Fastag and Challan integration over roadside assistance, based on survey data showing 68% user preference for toll and challan management.

  3. Aligned teams — design, product, engineering, and partnerships — around a goal to halve task completion time, validated by usability testing.

A mindmap clarified this strategy, aligning user needs (e.g., timely renewals), business goals (e.g., higher retention), and technical constraints (e.g., API reliability) around the core vision.

Process and collaboration

  1. Discovery

  • Conducted 350 user interviews and mapped the vehicle ownership journey, finding 45% missed renewals due to forgotten deadline & 60% found challan checks cumbersome.

  • Created a customer journey map with three stages—Awareness (in-app notifications), Usage (dashboard), and Loyalty (regular use)—highlighting pain points like missed notifications and slow performance, with opportunities like personalized alerts and optimization.

  1. Design & Iteration

Onboarding

Onboarding

This streamlined onboarding flow ensures users can register their vehicle, verify policy details, and access Motor Club services—including 24/7 roadside help and claim facilitation—without friction.

Adding vehicles to Motor Club

Adding vehicles to Motor Club

Enter your registration number—or upload your RC document—and we’ll instantly fetch the car’s details and link the active motor policy.

User first time visit
Motor Club - Add vehicle

User first time visit
Add vehicle manually

  1. Final Design

CS - Motor Club Homepage

CS - Motor Club Homepage

We designed the Motor Club homepage to be a one-stop control center for vehicle owners — keeping them insured, toll-ready, legally compliant, and informed, with minimal effort. The page prioritized critical needs like insurance and compliance first, while lightly driving engagement through utilities like fuel prices

We designed the Motor Club homepage to be a one-stop control center for vehicle owners — keeping them insured, toll-ready, legally compliant, and informed, with minimal effort. The page prioritized critical needs like insurance and compliance first, while lightly driving engagement through utilities like fuel prices

Vehicle Insurance and Add-ons

Vehicle Insurance and Add-ons

Vehicle Insurance and Add-ons

The goal was to create a zero-stress insurance overview — from verifying coverage to taking quick actions in emergencies. Every design decision was backed by real user behavior insights — minimizing taps, reducing information overload, and surfacing the most critical actions first."

The goal was to create a zero-stress insurance overview — from verifying coverage to taking quick actions in emergencies. Every design decision was backed by real user behavior insights — minimizing taps, reducing information overload, and surfacing the most critical actions first."

  • Felt reassured that their vehicle and family are protected, just by opening the app.

  • Built trust by making insurance transparent and understandable, even for non-expert users.

  • Users could initiate claims, download policy docs, or contact the insurer within 2 taps,

    saving time during critical moments.

  • Reduced mistakes when raising claims or sharing policy details.

  • Felt reassured that their vehicle and

    family are protected, just by opening the app.

  • Built trust by making insurance transparent and

    understandable, even for non-expert users.

  • Users could initiate claims, download policy docs,

    or contact the insurer within 2 taps, saving time

    during critical moments.

  • Reduced mistakes when raising

    claims or sharing policy details.

Challan Payment

Challan Payment

Designed the Challan screen to simplify a frustrating government service by putting users in control: enabling easy discovery, fast payment, and clear post-payment management — even when technical integration with RTO systems was limited

Designed the Challan screen to simplify a frustrating government service by putting users in control: enabling easy discovery, fast payment, and clear post-payment management — even when technical integration with RTO systems was limited

PUC

PUC

Simplified pollution compliance tracking for users, giving instant PUC status, full transparency, and easy renewal pathways

Simplified pollution compliance tracking for users, giving instant PUC status, full transparency, and easy renewal pathways

FASTag

FASTag

Designed a travel-ready FASTag experience where users feel financially prepared, informed, and confident

Designed a travel-ready FASTag experience where users feel financially prepared, informed, and confident

Back

Interactive Prototype

Motor club onboaring

What's covered, what's not

Insurance in the center

Stages of insurance

Results & Impact

Engagement

MAU

MAU

MAU

🚀

40% (5,000 to 7,000)

40% (5,000 to 7,000)

40% (5,000 to 7,000)

session time tripling from 2 to 6 minutes

session time tripling

from 2 to 6 minutes

session time tripling

from 2 to 6 minutes

Adoption

20% of existing users (35,000)

20% of existing users (35,000)

20% of existing users (35,000)

added vehicles in first month

added vehicles in first month


added vehicles in first month


Key Takeaways

  1. Designed a Complete Vehicle Ownership Ecosystem

  • Not just a single feature — Motor Club reimagined the entire ownership journey.

  • Brought together insurance, compliance, finance, and daily engagement into one unified dashboard, reducing fragmentation across multiple apps and services.

  1. Balanced Business Goals with User Needs

  • Prioritized insurance visibility for monetization (renewals, upsells) without compromising user trust.

  • Designed flows that felt helpful first, commercial second, creating natural opportunities for business growth.

  1. Simplified Complex Government-Driven Tasks

  • Payment of fines (challans), pollution compliance (PUCC), toll recharges (FASTag) — typically painful in India — were streamlined into friendly, intuitive digital flows.

  1. User Empowerment through Transparency and Control

  • Focused on making critical information (like insurance status, challan dues, PUCC validity) easily accessible.

  • Gave users clear actions and manual override options (e.g., mark challan paid) when tech limitations existed (state RTO integrations).

  1. Human-Centric Micro-journeys

  • Mapped user goals (e.g., "Is my insurance active?", "Is my PUC valid?") to simple, guided flows, creating an overall effortless product experience.

  • Every feature (insurance, FASTag, challan, PUC) was treated as a micro-journey, not just a data dump.

  1. Seamless Design-Product-Engineering Collaboration

  • Designed with backend realities in mind (e.g., incomplete APIs from RTOs, FASTag data sync delays).

  • Built fallback mechanisms (e.g., "Mark Paid" button) and used clear messaging to maintain user trust even when tech couldn't guarantee live updates.

  1. Data-Led Iterations

  • Used user interviews, A/B testing, and click-path data to optimize what’s surfaced on the Motor Club homepage (e.g., why Insurance is at top, why Challan needs urgency flags).

  1. Created Habitual Engagement beyond Transactions

  • Added Fuel Price Tracker not for monetization but to build small daily/weekly engagement hooks, ensuring users kept returning even without an active insurance task.

Finally….

Motor Club transformed vehicle ownership into a simple, trusted, and proactive experience — blending critical services, daily utility, and effortless control into one seamless ecosystem

Have a project idea in mind? Let’s chat about how we can bring it to life— virtually, from anywhere in the world!

Get in touch

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Have a project idea in mind? Let’s chat about how we can bring it to life— virtually, from anywhere in the world!

Get in touch

Back to top

Have a project idea in mind? Let’s chat about how we can bring it to life— virtually, from anywhere in the world!

Get in touch

Back to top