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Creating an user-friendly app design forPlum.


Plumhq is a Bengaluru-based company which distributes and customises group health insurance and wellness plans for large corporations and startups. They help businesses to get insurance at premium quotes, customise plans based on employee needs and more.

Their aim is to set a foundation for building long-term direct-to-employee relationships for selling new D2E products and engaging them via wellness-based value propositions.


  • UI/UX Design
  • User Research
  • Iconography and Illustrations
  • Animation

The Need:

We had to deliver a consistent UI and a better UX, so, we created an expansive set of design standards for UI elements and interactions that occur throughout the app. This would help the designers and developers to refer to or change any elements in the future as all the components are available centrally.

We ensured that the style guide includes all the essential UI components like typography, colour palette, primary secondary and tertiary buttons, fonts, icons, illustrations, component library like cards, and notifications which could be easily reused in the app. We also included all the states of buttons like normal, pressed, and disabled along with their three categories: primary, secondary and tertiary.

For the colour palettes, we ensured to document primary, secondary, tertiary and grey colour palettes. Throughout the process of creating this design system, we considered the visual-ergonomics principles while creating high-fidelity visual designs. We also defined UI elements in multiple sizes as well mapped the different modules in the app.

plum screenplum screen

The Challenges:

Design a highly intuitive, usability-aligned App which guides the users seamlessly throughout the process. The final interface had to be delightful. We had to figure a way to cover all the important features in the App and ensure discoverability within it at the same time. This was one of the major challenges that we faced early on, however, with teamwork and rigorous ideation, we mitigated them.

plum screenplum screen
plum screen

The Solution:

The design process was divided into three phases. The first phase included empathizing with and addressing the user's pain points. The pain points were converted into the problem statement which clearly described the issue, keeping the focus on the users at all times. This phase helped us to appreciate the user's needs, frustrations and motivations. The second phase included the creation of customer journey maps and site maps.

This helped us understand exactly how a person is feeling at each point of interaction, what key questions they may have and their specific needs at each stage. We laid out various user flows where the user will take the necessary steps to complete a specific task. This helped us to distinctly define the features of the app.

Subsequently, we mapped out how your users will move through the app. We defined the hierarchy and navigation structure of the app. This helped us to organise and define the hierarchy of the content into screens.

During the third and final phase, we started with converting the wireframes into low fidelity prototypes. This helped us quickly realise and omit any mistakes at an early stage. We followed this with wireframes by transforming them into high-prototypes by introducing the UI elements that included typography, illustrations, animation and other visual design details.

plum screen
plum screenplum screen

The Impact

The final design of the App is incisive and minimal. It provides easy navigation and focuses on the prime features and functionality of the product. Our iterative process avoided any unnecessary delays in the delivery process. It was commended by the leadership at Plum HQ and our deliverables were received with much appreciation and encouragement.

plum screenplum screen