Designing the digital face of a ₹1000+ Cr business vertical.
One Enterprise Homepage. Five Business Landing Pages. One design language, storytelling framework and interaction system built to represent every part of ACKO for Business.
Website
acko.com/gi/enterprise
Duration
3 Months
Role
Product Designer — Project Lead
Team
8 disciplines
Project Overview
One enterprise story across six web experiences.
The project consisted of designing one Enterprise Homepage and five individual Business Landing Pages for Group Medical Insurance, Credit Insurance, Travel Insurance, Gig Worker Insurance, and Electronics Protection Insurance. Although every business served a different audience and use case, the experience needed to feel like one cohesive product.
✚
Group Medical
▣
Credit
↗
Travel
◎
Gig Worker
▦
Electronics
Background
ACKO Enterprise had evolved. Its website hadn't.
The existing website had originally been created quickly, simply to establish an online presence and collect leads. As the Enterprise business matured, it needed to become much more than a marketing page — it needed to become the digital identity of the business. Here's what it was actually working against:
Generic messaging
Didn't align with ACKO's design language
Weak storytelling
Poor information hierarchy
Generic, AI-generated appearance
Didn't communicate credibility
Failed to reflect ACKO as technology-first
Looked like every other insurance website
Before
Generic, template-led presence
Generic messaging. Weak storytelling. Poor information hierarchy. Didn't communicate credibility or reflect ACKO as technology-first.
After
A cohesive digital identity
One design language, stronger hierarchy, unified storytelling, business-specific clarity, and an interface that could represent ACKO for Business at enterprise scale.
Business Goal
Not simply a redesign. A market position.
The goal was to establish ACKO Enterprise as a modern, technology-first insurance platform that enterprise decision makers could trust.
◆
Build credibility
Read as a serious, lasting business — not a lead-gen page.
↗
Generate qualified leads
Convert enterprise decision-makers, not just traffic.
▦
Communicate five businesses clearly
Each vertical, legible on its own — and as one family.
✦
Differentiate from traditional insurers
Become the primary digital touchpoint for ACKO for Business.
My Role
Owned the project from discovery to launch.
While collaborating closely with leadership and cross-functional teams for reviews, strategic discussions and alignment, I drove the day-to-day direction of the project with a high degree of ownership and autonomy. I wasn't simply designing screens — I was helping define how ACKO Enterprise should present itself to the market.
Planning and conducting user research
Understanding all five business verticals
Experience Strategy
Information Architecture
Website Structure
Creative Direction
Designing the complete experience
Rapid Prototyping
Motion Exploration
Stakeholder Alignment
Engineering Collaboration
Launch Coordination
Primary Point of Contact throughout
Managing updates via Lattice / Strapi CMS
Team
Product Designer
Me — Project Lead
Product Manager
1
Developers
2
Motion Graphic Designer
1
Visual Designer
1
Content Designer
1
Marketing Head
Stakeholder
SEO Team
Stakeholder
Tools
Figma
Spline
Claude
ChatGPT
Figma Make
Research
Understanding both the users and the business.
Before designing anything, I conducted research by speaking with existing enterprise partners, potential partners, prospective customers, CHROs, CFOs, insurance brokers, and enterprise decision makers.
CHRO
Enterprise Buyer
CFO
Enterprise Buyer
Insurance Broker
Channel Partner
Enterprise Partner
Existing & Prospective
Decision Maker
Prospective Customer
Alongside external research, I spent time understanding each of the five enterprise businesses in depth. Rather than treating this as a website redesign, I approached it as designing the digital identity of an entire business ecosystem — to understand how enterprise buyers evaluate insurance partners, what builds trust, what information influences purchasing decisions, how each business differs, and how technology could become a differentiator.
Stakeholder Alignment
A three-day workshop, before a single screen was designed.
After research, I facilitated a three-day cross-functional workshop involving Product, Engineering, Design, Content, Marketing and SEO — to align everyone on one shared vision before moving into design.
Research findings
Business goals
User expectations
Positioning
Messaging
Information Architecture
Website Structure
Project Direction
FigJam — Workshop Board
Whiteboard — Session Notes
This wasn't the only alignment point. Working with broad business objectives and periodic stakeholder feedback throughout the project, I translated research into a clear experience strategy — and later used a working prototype, not a deck, to bring leadership onto the same page on creative direction.
The Design Challenge
There wasn't a predefined blueprint.
This wasn't simply a redesign exercise. Working with broad business objectives and periodic stakeholder feedback, I translated research into a clear experience strategy, established the creative direction, and drove the project from concept to launch. I also wanted to challenge a larger industry pattern.
What the category defaults to
Heavy text
Corporate imagery
Stock illustrations
Static layouts
Nothing memorable
What ACKO needed to feel like
Modern
Interactive
Technology-first
Premium & confident
Memorable
The Big Idea
One of my strengths is rapid prototyping and interaction design.
Instead of using animation as decoration, I explored a concept where a central 3D metaphor object became the storytelling anchor of the website — guiding users through the experience while reinforcing the narrative across different sections.
01
A central 3D object as the anchor
Rather than decorative motion, one object carried the narrative — reappearing and reshaping as the story moved from section to section.
02
Scroll-driven storytelling
To elevate the experience further, I designed scroll-driven storytelling, motion-led transitions, micro interactions, rich visual storytelling and immersive product exploration.
03
Prototyped before development
Before any development began, I built a high-fidelity interactive prototype entirely in Figma — allowing leadership to experience the vision before engineering investment.
04
Alignment in a single sitting
The concept received immediate alignment and became the creative foundation for the project — proof over pitch.
Figma Concept that aligned everyone
Execution
Six experiences. One consistent language.
I designed all six experiences — the homepage and five business landing pages — while maintaining a consistent design language, interaction system and storytelling framework across every business.
Throughout execution, I worked closely with the Product Manager, Developers, Motion Designer, Visual Designer, Content Designer, Marketing and SEO. As the primary point of contact, I ensured consistency across design, content, motion and implementation while driving the project through to launch.
acko.com/gi/enterprise
Homepage
.../group-medical
Group Medical
.../credit-insurance
Credit Insurance
.../travel-insurance
Travel Insurance
.../gig-worker
Gig Worker
.../electronics
Electronics Protection
Fig. 07 — All six experiences, one system
Post Launch
Staying the owner, after handoff.
The work didn't stop at design handoff. I remained the primary point of contact through engineering collaboration, launch coordination, CMS updates, and quality control across the shipped experience.
✓
Primary point of contact throughout
✓
Managed updates via Lattice / Strapi CMS
✓
Engineering collaboration and launch QA
Business Impact
Lead Gen ↑
Improved lead generation, particularly within the Group Medical Insurance category.
KAM Adopted
Enterprise Key Account Managers actively use the website during customer pitches.
Tech-First
Established a stronger technology-first perception of ACKO Enterprise.
Benchmark
Leadership asked other business teams to use this website as a benchmark for future B2C web experiences.
"
The website became the official digital identity of ACKO for Business — and the primary lead generation platform across all five enterprise businesses.
What This Project Demonstrates
01Strategic thinking, backed by real research with CHROs, CFOs and enterprise buyers.
02Ownership — from discovery to CMS handover, with no predefined blueprint.
03Leadership — aligning eight functions around one shared vision.
04Creativity — a 3D storytelling anchor, proven in prototype before a line of code.
05Craft and business impact, working as one — six experiences, one system.
Visuals
Explore the full landing pages.
Drag to pan, scroll to zoom — explore each page freely, like Figma.
Drag to pan · Scroll to zoom · Double-click to reset
Live
View the live enterprise pages.
Six experiences shipped — explore them on acko.com.
