Leyla Məmmədova
34 · Bakı
Kredit Sığortası
When I took out the loan I got insured too. I downloaded the app, but my contract isn't there. To know how long it's valid, I have to call every single time.
No access to the app
Pasha Life Mobile App — Redesign
- Category
- Mobile App · Insurance
- Year
- 2025
- My role
- Product Designer
- Team
- Product Owner, Business Analyst, 2 Frontend developers, Backend developer
- Timeline
- 2 months
- Results
After the release, besides our core product HYS, we managed to bring customers of our other products into the mobile app:
- 100 qat sığorta
- Kredit Sığortası
- İcbari Həyat Sığortası
- Fərdi Həyat Sığortası
- Korporativ Həyat Sığortası
- İpoteka Sığortası
01
Problem & Goal
From a single-product limit to a multi-product ecosystem
Current state
The previous app architecture focused on a single product — Life Insurance (HYS) contracts. Despite the company's rich insurance portfolio, customers could not see any other products inside the app.
Strategic goal
Take the app beyond its limited scope and turn it into a fully functional multi-product platform, giving users the ability to manage all their insurance products in one place.
Approach
After extensive brainstorming and team discussions, we decided not to settle for cosmetic changes. Instead, we re-designed the app's UX architecture from scratch with a large-scale redesign.
The previous app — built around a single HYS contract.
02
User Voices
"I'm a customer — so why is my contract not here?"
Who
Customers who held any product other than HYS — credit, mortgage, corporate or mandatory life insurance.
Problem
They had no access to the mobile app and could not see the details of their own contract. To check a term or a status, the only way was to call the call center.
Rəşad Quliyev
41 · Sumqayıt
Korporativ Həyat Sığortası
My employer insured us, but I don't know what coverage I have. I open the app — it's empty. As if I'm not a customer.
Contract details hidden
Illustrative quotes — names are fictional.
03
Benchmark
Analysis of global practice
Research
Before designing our own solutions, I analyzed the global market leaders that manage multi-product structures.
Focus
By studying how fintech giants like Revolut simplify complex ecosystems, we identified the most effective UX patterns.
Outcome
We adapted global standards to our internal business requirements and shaped a comfortable, scalable architecture model.
Benchmark: Revolut, Unibank, ABB, Birbank and Tinkoff compared side by side.
04
Wireframes
Testing ideas with two wireframe concepts
Approach
To test ideas, I designed 2 different wireframe concepts.
Comparison
I analyzed the UX advantages and risks of each option separately.
Details
To make discussion with the team easier, I placed all notes directly on top of the screens.
Decision
We chose Concept 02. Contracts scroll horizontally, with the operations and contract information placed right below them.
Why: familiarity
This approach was more familiar to our customers. They had been using the app for 2 years, and a user experience had already formed around it.
Why: low risk
It was a risk-free choice for our high NPS scores — we could grow the app without breaking what users already liked.
Why: architecture
Architecturally, everything was right — the structure scales naturally to more products.
Concept 01
Concept 02✓ Selected
05
Final Visual Concept
A modern, scalable visual language
Execution
Based on the tested wireframes, I completed the new visual concept of the app.
Solution
We built a scalable design system with a modern aesthetic and a clear visual hierarchy.
Final home screen — active and frozen contract states.
Interface text · Azerbaijani → English
- Müqavilələrim
- My contracts
- Hamısına baxın
- View all
- Aktiv
- Active
- Dondurulmuş
- Frozen
- Sığorta haqqı
- Insurance premium
- Ay üzrə ödəniləcək məbləğ
- Amount payable per month
- Müqavilə məlumatları
- Contract details
- Kredit məlumatları
- Credit details
- Yeni müqavilə yarat
- Create a new contract
- Kalkulyator
- Calculator
- Daha çox
- More
- Artım müraciəti
- Increase request
06
Design System
One system for every product, in light and dark
Primitives
The foundation is 80 color primitives — 8 palettes with 10 steps each. Nothing in the interface uses a raw color.
Tokens
On top sit 24 semantic tokens — surface, label, divider, status, indicator, info. Each one has a Light and a Dark value, so switching the theme just re-maps tokens to different primitives.
Products
Every product state — active, frozen, ended, cancelled, pending — has its own status token, and product accents such as the HYS violet live in their own tokens.
01 · Primitives — 80 colors, 8 palettes × 10 steps
Hover a swatch
50100200300400500600700800900
Violet
Green
Yellow
Red
Indigo
Burgundy
Blue
Grey
02 · Tokens — 24 semantic colors, each with Light and Dark values
Həyatın Yaşam Sığortası
Müqavilə № 482915
500 gün qalıb
- Aktiv
- Dondurulmuş
- Bitmiş
- Xitam
- Ləğv olunmuş
- Təsdiqdə
Çatışmayan sənəd var
Surface
- Main BGGrey/50
- Secondary BGGrey/100
- Tertiary BGGrey/200
Label
- PrimaryGrey/800
- SecondaryGrey/500
- TertiaryGrey/400
- Indicator textGrey/50
- Text on colorGrey/50
Divider
- DividerGrey/300
- On color · hysViolet/400
- Progress · hysViolet/200
Status
- AktivGreen/700
- DondurulmuşIndigo/500
- BitmişGrey/400
- XitamRed/600
- Ləğv olunmuşGrey/700
- TəsdiqdəYellow/500
Indicator
- Badge BGRed/500
- Badge textGrey/50
Info
- BackgroundYellow/100
- Icon colorYellow/500
- Text on colorGrey/800
Button · Blur
- Button · On colorGrey/100
- Blur gradient · HYSViolet/300
07
Product Differentiation
First challenge: telling products apart at a glance
Problem
A single card design was not enough to represent products with such different parameters.
UX solution
I built a visual system that identifies products by color — while scrolling, users instinctively understand which product contract they are looking at.
Card system — one color per product
In motion — scrolling between products
08
Horizontal Scroll Fatigue
Second challenge: removing horizontal scroll fatigue
Problem
For users with many contracts, horizontal scrolling meant lost time and user fatigue.
UX solution
By introducing the "View all" feature, we shortened the navigation distance — users now reach any contract in just 2 clicks.
"View all" — every contract grouped by product, two taps away.
09
Usability Testing
Putting our assumptions in front of real users
Hypothesis
All of our UX solutions were assumptions that had to be tested in front of users.
Test
We organized in-person usability tests with real customers.
Stop condition
We kept testing until 5 users completed the test successfully.
Iterations
At this stage we often had to rework the interface — fix, retest with new users, and repeat.
Result
Based on the qualitative feedback we collected, we fixed the inconsistencies in the interface.
In-person test sheets — questionnaire, tasks and handwritten feedback.
10
What's Next
The app doesn't stand still
Growth
New features and new products are added to the app all the time.
Architecture
Thanks to the well-thought-out architecture, we can introduce any new product with ease — it simply becomes a new contract card and a new entry in the product catalog.
Latest product
The most recently added product is GüclüSən — it already lives on the home screen and sits at the top of the catalog, marked as new.
Interface text · Azerbaijani → English
- Sığorta məhsulları
- Insurance products
- Bütün
- All
- Yığım
- Savings
- Kredit
- Credit
- Şəxsi
- Personal
- Yeni
- New
- Müraciət et
- Apply
- Sağlamlığınız hər zaman öndədir
- Your health always comes first
- Sənədləri yüklə
- Download documents
- Mail ilə göndər
- Send by email
- Bizimlə əlaqə
- Contact us
- Təminat / Sığorta məbləği
- Coverage / Sum insured
11
Business Impact
Validated by the metrics
Data validation
The new UX solutions fully proved themselves in real analytics.
Metric
We see a steady and consistent growth in the number of active users (MAU/DAU).
Outcome
The new architecture made it easier for users to discover and use other insurance products.
active users from our other products
01
İcbari Həyat Sığortası
active users
02
Korporativ Həyat Sığortası
active users
03
İpoteka Sığortası
active users
04
100 qat sığorta
active users
05
Kredit Sığortası
active users
06
Fərdi Həyat Sığortası
active users
Data as of 6 November 2026