How to Design a Loveable Insurance App

‍Insurance is a necessary yet complex partner in managing life’s uncertainties, both big and small. One wouldn’t usually associate insurance with innovation or excitement, but Topdanmark’s new app might just change that perception. Collaborating on the process of conceptualizing and developing the app, we at Shortcut Denmark knew the goal: to create a tool that users can trust and even grow to love, offering peace of mind and ease of use.But where does one start to achieve this goal? Here are a few key principles to follow when designing an insurance app that you want your users to fall in love with:

‍

‍1. Simplicity and Clarity
‍Insurance is already complicated enough; the app doesn’t need to be. Maintain a straightforward and intuitive navigation structure, avoiding cross-navigation between tabs or endless drill-downs. Clearly indicate whether an action leads to a browser view, a new screen, or simply opens a pop-up—especially in an app that contains lots of information.Clarity also extends to how we communicate with users. Use plain, friendly language that’s easy to understand, even for those who aren’t insurance experts. Insurance has a broad and diverse user base, so the aim is to make it as accessible as possible. You may quickly realize that much of the insurance jargon needs to be humanized—don’t hesitate to over-explain. This is the right time and place to do so.

‍

‍2. Reduce Cognitive Load
‍Insurance apps present users with a lot of information, so structuring it with a layered hierarchy is essential. Ensure that primary information and key details—such as those needed for common tasks like filing a claim or reviewing monthly payments—are easy to find. Secondary information, which may be important for less frequent scenarios, should be accessible but not prominently displayed.We engaged with a wide range of users and consulted with various department experts to identify the main processes users interact with, helping us distinguish between primary and secondary information effectively.

‍

‍3. Frictionless Experience—Most of the Time
‍The claims process is often one of the most stressful aspects of insurance, so designing a smooth, user-friendly experience here is crucial. Leveraging native capabilities can greatly enhance this process—such as enabling users to take and upload photos directly within the app or using localization services for filing claims on the go. The less manual input required, the better.A loveable insurance app should make it easy to file a claim in minutes, leaving no questions unanswered. While reducing the number of steps in the claims process is valuable, providing steps that offer reassurance and support is even better. For example, managing user expectations by indicating how long it will take to complete a claim or receive confirmation shows that you value their time and want them to make informed decisions—even if it slightly lengthens the overall flow.Sometimes, adding intentional friction can benefit the user. For instance, when selecting from multiple options, such as insured vehicles or people in a claim flow, giving users a moment to confirm their selection can add a sense of control. It might require an extra tap, but it’s a small price to pay for user comfort.Consider adding a flow summary that allows users to revisit and edit specific steps. If they can’t complete a claim immediately, a draft feature lets them save their progress and return at their convenience. Empowering users to proceed at their own pace creates a more comfortable experience.

‍

‍4. Relevant and Well-Timed Advice
‍Providing support precisely when it’s needed should be the goal of any business, but for insurance companies, it’s non-negotiable.In the context of an insurance app, timely and relevant advice can elevate not just the user experience but also the user’s overall sense of security. Delivering personalized insights or recommendations at critical moments—such as suggesting additional coverage before a significant life event, offering reminders before policy renewals, or sharing preventive tips during seasonal changes—can transform the app into more than just a management tool.By anticipating user needs, an insurance app can actively help protect what matters most to them. This builds trust and empowers users to make informed decisions about their coverage. To ensure effectiveness, place such advice prominently within the app and distinguish it clearly from other content, so it’s always easy to find.Thoughtful, human-centered design can make users feel supported and empowered, transforming even mundane tasks into experiences that enhance their lives. We learned a great deal during our collaboration with Topdanmark and know there’s always more to discover as the work continues.If you’d like to learn more about insurance apps, empathetic design, or the complex process of building an app from scratch, reach out to us—we’d love to discuss app magic over a coffee.

‍

‍

‍