Bringing
Clal Pay
Into Focus
The UX Change That Increased Clal Pay Engagement
Clal Pay was a key strategic product for Clal. The redesign aimed to increase its visibility and engagement while keeping insurance content clear and accessible.
Role
Product Designer
Platform
Mobile App
Focus
Increase Clal Pay engagement
Problem
Business Context
Clal Pay was a key strategic product for Clal, supported by ongoing marketing campaigns and a strong business focus. While the product received significant exposure outside the app, engagement from the app’s home screen remained relatively low.
The challenge was to give Clal Pay greater visibility and drive more users to the service without compromising quick access to their insurance information.
Scroll Analysis
Users focused on the first visible insurance content
In the current home structure, users immediately saw the first insurance card in full, while the second card was only partially visible. To continue exploring insurance actions, they had to scroll further down. As a result, Clal Pay appeared too low on the screen and received limited visibility.
Although Clal Pay was a strategic business priority, its low placement on the home screen limited visibility and engagement.
Exploration
UX Explorations
Exploring different ways to increase Clal Pay visibility
I explored several layout directions to bring Clal Pay higher in the home experience while keeping insurance content clear and accessible.
01.
Clal Pay First in the Flow
Moves Clal Pay to the top for maximum visibility.
02.
Clal Pay Between Policies
Brings Clal Pay higher between insurance cards.
03.
Wide Card Carousel
Creates a compact flow and brings Clal Pay closer.
04.
Tabbed Insurance Cards
Groups policies into one compact component and frees space for Clal Pay.
Tab Exploration
Testing ways to navigate between insurance categories
I explored several navigation patterns to find the clearest way to switch between insurance categories while keeping the card compact and easy to use.
The pill-shaped tabs were selected as the final direction because they aligned naturally with Clal’s visual language and turned a familiar graphic motif into a clear navigation element.
Solution
UX Key Decisions
Clarifying scope and increasing Clal Pay visibility
The tabs were placed inside the insurance card to clearly communicate their scope. Clal Pay was visually separated with a distinct pink treatment and a dedicated CTA, increasing both visibility and actionability.
Final Solution
A more compact home structure with stronger Clal Pay visibility
The final design consolidated insurance content into a single tabbed card, reducing repetition and shortening the home screen. This brought Clal Pay higher in the flow, while keeping policy information and key actions easy to access.
One clear structure that supports different insurance states while giving Clal Pay a stronger presence on the home screen.
Impact
Business Impact
Previous Design August 2025
Home screen visits: 18,743
Clal Pay clicks: 1,146
Redesigned Home August 2026
Home screen visits: 19,386
Clal Pay clicks: 2,517
CTR more than doubled
6.1% → 13.0%
Outcome
The redesign simplified the insurance experience while giving Clal Pay a stronger position on the home screen. It created a clearer structure for users and supported a key business priority for Clal.
More Works
Design System
ForkCheck
