On Demand Insurance

On-Demand Insurance : Pay As You Go

The On Demand Insurance project aimed to transform how auto insurance is offered by introducing a Pay As You Go model — ideal for users who drive luxury or specialty vehicles occasionally. Traditional annual premiums made little sense for this segment, and our goal was to develop a flexible, usage-based product that felt fair, modern, and digital-first.

As the UX Lead, I conceptualized the product, designed customer journeys, and created interactive prototypes for a mobile app that enabled users to pay based on miles driven. Collaborating with insurance stakeholders, I ensured the solution aligned with regulatory standards while addressing user pain points like cost inefficiency and lack of transparency.

The result was a disruptive insurance product that resonated well with early users and business leaders alike. It not only introduced cost savings for customers but also positioned the insurer as a forward-thinking, customer-first brand with stronger market reach and retention.

ROI

• Opened up a new customer segment (low-usage drivers), increasing acquisition by ~20%
• Reduced risk exposure for insurers by better aligning premiums with actual usage
• Improved customer satisfaction and reduced churn
• Lower operational costs via mobile-first self-service experience