Designing a profitable insurance marketplace
Designing a profitable insurance marketplace
Designing a profitable insurance marketplace
(
The Challenge
)
Project overview
(
01
)
Founded in 2000, Finance.ua is Ukraine’s oldest financial online media. In mid 2010s, it launched financial marketplaces. In 2020, after e-policies gained legal recognition, it set out to enter the vehicle insurance market.
To build a leading new insurance marketplace under the Finance.ua domain, the company acquired Oh.ua, gaining access to their team's expertise and product analytics. With a limited marketing budget compared to competitors, the company focused its strategy on acquiring customers through organic traffic. Finance.ua established clear project goals in light of these factors.
(
The Challenge
)
Project overview
(
01
)
Founded in 2000, Finance.ua is Ukraine’s oldest financial online media. In mid 2010s, it launched financial marketplaces. In 2020, after e-policies gained legal recognition, it set out to enter the vehicle insurance market.
To build a leading new insurance marketplace under the Finance.ua domain, the company acquired Oh.ua, gaining access to their team's expertise and product analytics. With a limited marketing budget compared to competitors, the company focused its strategy on acquiring customers through organic traffic. Finance.ua established clear project goals in light of these factors.
(
The Challenge
)
Project overview
(
01
)
Founded in 2000, Finance.ua is Ukraine’s oldest financial online media. In mid 2010s, it launched financial marketplaces. In 2020, after e-policies gained legal recognition, it set out to enter the vehicle insurance market.
To build a leading new insurance marketplace under the Finance.ua domain, the company acquired Oh.ua, gaining access to their team's expertise and product analytics. With a limited marketing budget compared to competitors, the company focused its strategy on acquiring customers through organic traffic. Finance.ua established clear project goals in light of these factors.
(
Project goals
)
(01)
Boost organic reach
To attract users via search, the design had to meet E-E-A-T, accessibility, and loading speed standards.
(02)
Increase conversions
An effortless offer selection and checkout experience would maximize completed transactions.
(03)
Scale upsells
The design needed to promote extended service offerings to increase order value.
(
Project goals
)
(01)
Boost organic reach
To attract users via search, the design had to meet E-E-A-T, accessibility, and loading speed standards.
(02)
Increase conversions
An effortless offer selection and checkout experience would maximize completed transactions.
(03)
Scale upsells
The design needed to promote extended service offerings to increase order value.
(
Project goals
)
(01)
Boost organic reach
To attract users via search, the design had to meet E-E-A-T, accessibility, and loading speed standards.
(02)
Increase conversions
An effortless offer selection and checkout experience would maximize completed transactions.
(03)
Scale upsells
The design needed to promote extended service offerings to increase order value.
(
Research
)
Understanding market & users
(
02
)
My team followed a Lean UX approach—an iterative process focused on delivering user value with minimal resource investment. To bring the MVP to life, it was essential to conduct user and market research and outline clear business needs and limitations.
To overcome my lack of driving experience, I spoke with car owners to uncover their needs and pain points. Studying competitors revealed industry best practices and areas for improvement. Finally, data from Oh.ua’s Hotjar and Google Analytics highlighted major user drop-offs and friction points, helping prioritize optimizations.
(
Research
)
Understanding market & users
(
02
)
My team followed a Lean UX approach—an iterative process focused on delivering user value with minimal resource investment. To bring the MVP to life, it was essential to conduct user and market research and outline clear business needs and limitations.
To overcome my lack of driving experience, I spoke with car owners to uncover their needs and pain points. Studying competitors revealed industry best practices and areas for improvement. Finally, data from Oh.ua’s Hotjar and Google Analytics highlighted major user drop-offs and friction points, helping prioritize optimizations.
(
Research
)
Understanding market & users
(
02
)
My team followed a Lean UX approach—an iterative process focused on delivering user value with minimal resource investment. To bring the MVP to life, it was essential to conduct user and market research and outline clear business needs and limitations.
To overcome my lack of driving experience, I spoke with car owners to uncover their needs and pain points. Studying competitors revealed industry best practices and areas for improvement. Finally, data from Oh.ua’s Hotjar and Google Analytics highlighted major user drop-offs and friction points, helping prioritize optimizations.
(
Key insights
)
(01)
User interviews
Users choose the cheapest insurance as a legal formality, not a necessity. Many don’t expect accidents and see little value in full coverage. Misunderstood terms like “deductibles” hinder upselling.
(02)
Product analytics
Identified key bottlenecks in the sales funnel. Weak upsells indicated a need for clearer value and more sales touchpoints. Prioritized optimizations based on insights and hypotheses.
(03)
Competitor analysis
Most competitors require users to go through a pre-landing filter page. Removing this step could simplify the selection process and improve SEO rankings. Competitors get the necessary user vehicle data by plate number.
(
Key insights
)
(01)
User interviews
Users choose the cheapest insurance as a legal formality, not a necessity. Many don’t expect accidents and see little value in full coverage. Misunderstood terms like “deductibles” hinder upselling.
(02)
Product analytics
Identified key bottlenecks in the sales funnel. Weak upsells indicated a need for clearer value and more sales touchpoints. Prioritized optimizations based on insights and hypotheses.
(03)
Competitor analysis
Most competitors require users to go through a pre-landing filter page. Removing this step could simplify the selection process and improve SEO rankings. Competitors get the necessary user vehicle data by plate number.
(
Key insights
)
(01)
User interviews
Users choose the cheapest insurance as a legal formality, not a necessity. Many don’t expect accidents and see little value in full coverage. Misunderstood terms like “deductibles” hinder upselling.
(02)
Product analytics
Identified key bottlenecks in the sales funnel. Weak upsells indicated a need for clearer value and more sales touchpoints. Prioritized optimizations based on insights and hypotheses.
(03)
Competitor analysis
Most competitors require users to go through a pre-landing filter page. Removing this step could simplify the selection process and improve SEO rankings. Competitors get the necessary user vehicle data by plate number.
Through the research process, we identified two primary user behaviors that shaped the core UX focus and informed key UX decisions:
Through the research process, we identified two primary user behaviors that shaped the core UX focus and informed key UX decisions:
Through the research process, we identified two primary user behaviors that shaped the core UX focus and informed key UX decisions:
(
Target audience
)
(01)
Budget-conscious users
Seeking the most affordable MTPL policy, representing over 90% of our audience.
(02)
Risk-focused users
Prioritizing comprehensive coverage for better protection.
(
Target audience
)
(01)
Budget-conscious users
Seeking the most affordable MTPL policy, representing over 90% of our audience.
(02)
Risk-focused users
Prioritizing comprehensive coverage for better protection.
(
Target audience
)
(01)
Budget-conscious users
Seeking the most affordable MTPL policy, representing over 90% of our audience.
(02)
Risk-focused users
Prioritizing comprehensive coverage for better protection.
(
The problem
)
Defining product requirements
(
03
)
Following user and market research, I collaborated closely with key stakeholders—including the product owner, business analysts, marketers, SEO specialists, and developers—to shape the product’s foundation.
After mapping out business logic limitations, SEO requirements, and tech constraints, we outlined the key challenges on the path to our strategic goals.
(
The problem
)
Defining product requirements
(
03
)
Following user and market research, I collaborated closely with key stakeholders—including the product owner, business analysts, marketers, SEO specialists, and developers—to shape the product’s foundation.
After mapping out business logic limitations, SEO requirements, and tech constraints, we outlined the key challenges on the path to our strategic goals.
(
The problem
)
Defining product requirements
(
03
)
Following user and market research, I collaborated closely with key stakeholders—including the product owner, business analysts, marketers, SEO specialists, and developers—to shape the product’s foundation.
After mapping out business logic limitations, SEO requirements, and tech constraints, we outlined the key challenges on the path to our strategic goals.
(
Key challenges
)
(01)
Optimize policy ordering
by auto-filling fields wherever possible. The less effort required, the more likely users are to complete their purchase.
(02)
Help users compare offers
in a market where they look alike. Showcasing insurer reputations through ratings and reviews can help users decide.
(03)
Balance SEO with UX
by integrating E-E-A-T-compliant elements into the design, ensuring search optimization without compromising user experience.
(04)
Show the search results instantly
without disrupting the user journey or breaking business logic.
(05)
Encourage upsells
by creating more opportunities to present extended coverage and using emotional triggers to make users feel safer with a higher-tier policy.
(06)
Launch MVP rapidly
to start attracting organic traffic, generate revenue, and gather real user data for future iterations.
(
Key challenges
)
(01)
Optimize policy ordering
by auto-filling fields wherever possible. The less effort required, the more likely users are to complete their purchase.
(02)
Help users compare offers
in a market where they look alike. Showcasing insurer reputations through ratings and reviews can help users decide.
(03)
Balance SEO with UX
by integrating E-E-A-T-compliant elements into the design, ensuring search optimization without compromising user experience.
(04)
Show the search results instantly
without disrupting the user journey or breaking business logic.
(05)
Encourage upsells
by creating more opportunities to present extended coverage and using emotional triggers to make users feel safer with a higher-tier policy.
(06)
Launch MVP rapidly
to start attracting organic traffic, generate revenue, and gather real user data for future iterations.
(
Key challenges
)
(01)
Optimize policy ordering
by auto-filling fields wherever possible. The less effort required, the more likely users are to complete their purchase.
(02)
Help users compare offers
in a market where they look alike. Showcasing insurer reputations through ratings and reviews can help users decide.
(03)
Balance SEO with UX
by integrating E-E-A-T-compliant elements into the design, ensuring search optimization without compromising user experience.
(04)
Show the search results instantly
without disrupting the user journey or breaking business logic.
(05)
Encourage upsells
by creating more opportunities to present extended coverage and using emotional triggers to make users feel safer with a higher-tier policy.
(06)
Launch MVP rapidly
to start attracting organic traffic, generate revenue, and gather real user data for future iterations.
With these goals in mind, I mapped out the homepage structure—including filters, policy cards, and SEO content—and designed a streamlined user flow for ordering policies. This foundation allowed me to move confidently into interface prototyping, leveraging design system components for consistency and speed.
With these goals in mind, I mapped out the homepage structure—including filters, policy cards, and SEO content—and designed a streamlined user flow for ordering policies. This foundation allowed me to move confidently into interface prototyping, leveraging design system components for consistency and speed.
With these goals in mind, I mapped out the homepage structure—including filters, policy cards, and SEO content—and designed a streamlined user flow for ordering policies. This foundation allowed me to move confidently into interface prototyping, leveraging design system components for consistency and speed.
(
The solution
)
Streamlined UX from the start
(
04—A
)
User journeys reimagined for unparalleled simplicity and speed on the results page. The catalog incorporates smart defaults and adaptable tools that anticipate user actions.
Fewer Unnecessary Steps
Instead of a preliminary filter page, we immediately show the results page with smart defaults. We pre-select the most popular car parameters, eliminating a step for the largest user group. Additionally, insurance settings are defaulted to generate the most affordable offers, which aligns with most user queries. If a user forgets to modify these filters, the required information is simply collected at the checkout stage.
(
The solution
)
Streamlined UX from the start
(
04—A
)
User journeys reimagined for unparalleled simplicity and speed on the results page. The catalog incorporates smart defaults and adaptable tools that anticipate user actions.
Fewer Unnecessary Steps
Instead of a preliminary filter page, we immediately show the results page with smart defaults. We pre-select the most popular car parameters, eliminating a step for the largest user group. Additionally, insurance settings are defaulted to generate the most affordable offers, which aligns with most user queries. If a user forgets to modify these filters, the required information is simply collected at the checkout stage.
(
The solution
)
Streamlined UX from the start
(
04—A
)
User journeys reimagined for unparalleled simplicity and speed on the results page. The catalog incorporates smart defaults and adaptable tools that anticipate user actions.
Fewer Unnecessary Steps
Instead of a preliminary filter page, we immediately show the results page with smart defaults. We pre-select the most popular car parameters, eliminating a step for the largest user group. Additionally, insurance settings are defaulted to generate the most affordable offers, which aligns with most user queries. If a user forgets to modify these filters, the required information is simply collected at the checkout stage.
Forgot the Vehicle Parameters? Just Enter the Plate Number
To simplify the process, users can just enter their vehicle's license plate number. Our system instantly retrieves all necessary data from public APIs and applies it to the search. The main benefit comes at checkout: all your vehicle's details are pre-filled, saving you from re-entering the license number or trying to remember technical information.
Forgot the Vehicle Parameters? Just Enter the Plate Number
To simplify the process, users can just enter their vehicle's license plate number. Our system instantly retrieves all necessary data from public APIs and applies it to the search. The main benefit comes at checkout: all your vehicle's details are pre-filled, saving you from re-entering the license number or trying to remember technical information.
Forgot the Vehicle Parameters? Just Enter the Plate Number
To simplify the process, users can just enter their vehicle's license plate number. Our system instantly retrieves all necessary data from public APIs and applies it to the search. The main benefit comes at checkout: all your vehicle's details are pre-filled, saving you from re-entering the license number or trying to remember technical information.
As simple as basic user needs
Filters that the core audience rarely uses are hidden by default, and search results are sorted by cost, which is the most relevant criterion for our users.
As simple as basic user needs
Filters that the core audience rarely uses are hidden by default, and search results are sorted by cost, which is the most relevant criterion for our users.
As simple as basic user needs
Filters that the core audience rarely uses are hidden by default, and search results are sorted by cost, which is the most relevant criterion for our users.
(
The solution
)
Driving Value with Smart Card Design
(
04—B
)
The product cards display key information efficiently, with deeper details a click away. Users can dynamically adjust coverage and see real-time costs, fostering upsell potential. Thoughtful card design significantly reduces page size for maximum speed and search visibility.
Less is more: uncluttered product cards
Each product card efficiently surfaces key information for our primary audience. For policy buyers who need to dive deeper, comprehensive details are just a click away, ensuring a streamlined experience without overwhelming users.
(
The solution
)
Driving Value with Smart Card Design
(
04—B
)
The product cards display key information efficiently, with deeper details a click away. Users can dynamically adjust coverage and see real-time costs, fostering upsell potential. Thoughtful card design significantly reduces page size for maximum speed and search visibility.
Less is more: uncluttered product cards
Each product card efficiently surfaces key information for our primary audience. For policy buyers who need to dive deeper, comprehensive details are just a click away, ensuring a streamlined experience without overwhelming users.
(
The solution
)
Driving Value with Smart Card Design
(
04—B
)
The product cards display key information efficiently, with deeper details a click away. Users can dynamically adjust coverage and see real-time costs, fostering upsell potential. Thoughtful card design significantly reduces page size for maximum speed and search visibility.
Less is more: uncluttered product cards
Each product card efficiently surfaces key information for our primary audience. For policy buyers who need to dive deeper, comprehensive details are just a click away, ensuring a streamlined experience without overwhelming users.
Driving upsells with dynamic coverage selection
Users can seamlessly modify deductibles and add coverage directly within the card interface. This functionality enables them to understand the cost of expanded plans in real-time, effectively fostering upsell potential for the business.
Driving upsells with dynamic coverage selection
Users can seamlessly modify deductibles and add coverage directly within the card interface. This functionality enables them to understand the cost of expanded plans in real-time, effectively fostering upsell potential for the business.
Driving upsells with dynamic coverage selection
Users can seamlessly modify deductibles and add coverage directly within the card interface. This functionality enables them to understand the cost of expanded plans in real-time, effectively fostering upsell potential for the business.
Perfomance-driven card design
Designed with thoughtful Flexbox layouts, this card design significantly reduces redundant CSS and DOM size. The result? A remarkably lightweight page and blazing-fast load times, crucial for improving Google rankings and overall site performance.
Perfomance-driven card design
Designed with thoughtful Flexbox layouts, this card design significantly reduces redundant CSS and DOM size. The result? A remarkably lightweight page and blazing-fast load times, crucial for improving Google rankings and overall site performance.
Perfomance-driven card design
Designed with thoughtful Flexbox layouts, this card design significantly reduces redundant CSS and DOM size. The result? A remarkably lightweight page and blazing-fast load times, crucial for improving Google rankings and overall site performance.
(
The solution
)
Turbocharged checkout
(
04—C
)
We've drastically cut checkout times for new customers, halving required fields by leveraging external data for vehicle and ID details. Returning users complete purchases in a flash, streamlining the process for everyone.
Fewer Clicks, Faster Forms
Our smart forms are designed for maximum speed. They feature auto-focus and auto-submit, while specific input types ensure the correct mobile keyboard and seamless browser autofill, letting you finish in record time.
(
The solution
)
Turbocharged checkout
(
04—C
)
We've drastically cut checkout times for new customers, halving required fields by leveraging external data for vehicle and ID details. Returning users complete purchases in a flash, streamlining the process for everyone.
Fewer Clicks, Faster Forms
Our smart forms are designed for maximum speed. They feature auto-focus and auto-submit, while specific input types ensure the correct mobile keyboard and seamless browser autofill, letting you finish in record time.
(
The solution
)
Turbocharged checkout
(
04—C
)
We've drastically cut checkout times for new customers, halving required fields by leveraging external data for vehicle and ID details. Returning users complete purchases in a flash, streamlining the process for everyone.
Fewer Clicks, Faster Forms
Our smart forms are designed for maximum speed. They feature auto-focus and auto-submit, while specific input types ensure the correct mobile keyboard and seamless browser autofill, letting you finish in record time.
Lightning fast checkout for returning users
Returning customers just need to log in, check the details and make the payment, speeding up the purchasing process.
Lightning fast checkout for returning users
Returning customers just need to log in, check the details and make the payment, speeding up the purchasing process.
Lightning fast checkout for returning users
Returning customers just need to log in, check the details and make the payment, speeding up the purchasing process.
Skip vehicle data entry
Once we receive the user's vehicle number, we quickly extract all the necessary data about their vehicle from open APIs, eliminating the need for manual filling in 5 fields. In addition, if the user has previously entered their vehicle number on the landing page, we will not request it again during checkout.
Skip vehicle data entry
Once we receive the user's vehicle number, we quickly extract all the necessary data about their vehicle from open APIs, eliminating the need for manual filling in 5 fields. In addition, if the user has previously entered their vehicle number on the landing page, we will not request it again during checkout.
Skip vehicle data entry
Once we receive the user's vehicle number, we quickly extract all the necessary data about their vehicle from open APIs, eliminating the need for manual filling in 5 fields. In addition, if the user has previously entered their vehicle number on the landing page, we will not request it again during checkout.
No need to enter ID details manually
If the user cannot remember or access their ID details, they can authorize the transfer of this information from government databases via the Diia app, eliminating the need to fill out four additional fields.
No need to enter ID details manually
If the user cannot remember or access their ID details, they can authorize the transfer of this information from government databases via the Diia app, eliminating the need to fill out four additional fields.
No need to enter ID details manually
If the user cannot remember or access their ID details, they can authorize the transfer of this information from government databases via the Diia app, eliminating the need to fill out four additional fields.
(
The solution
)
Boosting Average Order Value
(
04—D
)
Maximizing coverage and revenue
If users haven't selected deductibles or additional coverage on the landing page, we'll offer an upgrade at checkout to enhance their insurance coverage and increase our average order value. We use psychological triggers to encourage opting for comprehensive coverage and make a final upsell attempt on the checkout page if they decline.
(
The solution
)
Boosting Average Order Value
(
04—D
)
Maximizing coverage and revenue
If users haven't selected deductibles or additional coverage on the landing page, we'll offer an upgrade at checkout to enhance their insurance coverage and increase our average order value. We use psychological triggers to encourage opting for comprehensive coverage and make a final upsell attempt on the checkout page if they decline.
(
The solution
)
Boosting Average Order Value
(
04—D
)
Maximizing coverage and revenue
If users haven't selected deductibles or additional coverage on the landing page, we'll offer an upgrade at checkout to enhance their insurance coverage and increase our average order value. We use psychological triggers to encourage opting for comprehensive coverage and make a final upsell attempt on the checkout page if they decline.
Efficient use of waiting time
We prepare the insurance policy in under a minute, using this time to display banners for other insurance products. As the policy expiration date approaches, we send an email and SMS with a renewal link. Users can simply log in, confirm their details, and pay for the new policy.
Efficient use of waiting time
We prepare the insurance policy in under a minute, using this time to display banners for other insurance products. As the policy expiration date approaches, we send an email and SMS with a renewal link. Users can simply log in, confirm their details, and pay for the new policy.
Efficient use of waiting time
We prepare the insurance policy in under a minute, using this time to display banners for other insurance products. As the policy expiration date approaches, we send an email and SMS with a renewal link. Users can simply log in, confirm their details, and pay for the new policy.
(
Impact
)
Achievements we are proud of
(
05
)
We boosted checkout conversion by streamlining the user journey, integrating automatic data entry, and strategically prompting extended insurance coverage, resulting in increased revenue.
(
Impact
)
Achievements we are proud of
(
05
)
We boosted checkout conversion by streamlining the user journey, integrating automatic data entry, and strategically prompting extended insurance coverage, resulting in increased revenue.
(
Impact
)
Achievements we are proud of
(
05
)
We boosted checkout conversion by streamlining the user journey, integrating automatic data entry, and strategically prompting extended insurance coverage, resulting in increased revenue.
42%
Conversion rate growth
We boosted checkout conversion by streamlining the user journey, integrating automatic data entry, and strategically prompting extended insurance coverage, resulting in increased revenue.
TOP 1
IN GOOGLE SEARCH
We achieved top Google positions for high-intent keywords by removing the pre-landing and implementing a lightweight, flexbox-based layout with minimal media queries. The result was fast rendering, full accessibility, and strong SEO performance — outperforming key competitors like Hotline and Polis.ua.
61%
INCREASE IN UPSALES
The user-centered design improved user satisfaction and boosted conversion rates. Our streamlined interface helped users find and purchase insurance policies that suited their needs, while also creating upselling opportunities without disrupting the user experience.