Make the choice deliberate before making the journey shorter

In 2019 I approved a quotation journey with an optional extra already selected. In a thirty-six-person research exercise, twenty-four participants treated that extra as part of the base proposition; twelve recognised it as optional. The interface had made an apparent choice on their behalf. I withdrew the design and required an explicit decision with the revised total visible before continuation. The work challenged my own preference for a short path through the product. Fewer interactions did not necessarily mean that a person understood what they were choosing.

I lead twenty-nine product colleagues through four heads at Qazvrelthi Health Assurance in Indore. My annual function expense is ₹9.6 crore, separate from the insurer’s ₹1,680 crore gross written premium. I report to CEO Farhan Qezvrali and work with service head Leena Vazqelri. Product management shapes the application experience; it does not decide the premium, accept a risk or settle a claim. I hold a 0.15 percent beneficial interest through the employee vehicle and have no statutory directorship. The authority behind a customer commitment must be as clear internally as the choice is externally.

Later work examined people who needed more time to complete an application and the consequences of an ambiguous removal action in a household draft. A timeout could erase useful work, and a compact family list could make it too easy to remove the wrong person. Neither problem was solved by celebrating a faster completion rate among those who managed to finish. I would consider a CPO mandate where accessibility, review and correction are part of the product definition. For a possible first outside-board role, I still need preparation, appointment assessment and a realistic calendar for the proposed twenty-two annual days. I would bring experience of questioning what a journey allows the customer to control, including the design I personally approved before research showed why it needed to change.

Current focus

Customer application journeys that preserve understanding, time and the ability to correct a mistake.

Conversations I welcome

Health-insurance product leadership and a prepared first non-executive contribution.