New Delhi, April 11 -- Many years ago, when I started the annual ratings of health insurance products in Mint based on features, claims experience and price, the idea was to make this exercise more than just a print feature. We wanted to build a digital property that readers could actively use online. That meant putting serious thought into design, how to make search intuitive, how to present rankings clearly and how to nudge readers to look beyond the rankings to understand the underlying metrics that truly matter.

The idea was simple: customers should go beyond price and evaluate features that are relevant to their needs. And so the design was driven by usability and simplicity.

Every digital product operates with an overarching inten...