Optimizing a B2B Insurance Marketplace Listing Process
Overview
When I joined Stere, a seed-stage InsurTech startup, my mission was to lead the design of their B2B digital insurance marketplace. Early on, I uncovered a critical issue: the program listing process, a fundamental part of the platform, had already been built, but the experience had a 100% user drop-off rate.
Recognizing its importance to the product’s success, I advocated for and led a complete redesign of the flow. As a result, task completion rates soared from 0% to 90%. This transformation not only resolved a major usability barrier but also laid the foundation for Smartsure’s MVP, driving user adoption and validating the marketplace vision.
Note: “Smartsure,” as seen in the designs, is a pseudonym used for confidentiality. The actual startup, Stere, was in its early stages during this project and the initial release of this case study.
The Challenge
To succeed, the marketplace MVP needed a functional and user-friendly listing process. Our early users were traditional, change-averse B2B insurance professionals who found the tool overwhelming and confusing. Stakeholder interviews, user research, and an experience audit revealed several key problems:
- Disorienting UI & Information Architecture: Navigation and structure were inconsistent, changing unpredictably from screen to screen.
- Complex User Flow: The listing process was convoluted and unclear, requiring multiple disjointed steps.
- Offline Processes: Critical steps relied on slow offline approvals, further frustrating users and delaying progress.
The Solution
To address these issues, I led a user-centric redesign focused on simplicity, clarity, and progressive engagement. Key elements of the solution included:
- Executive Summary Form
A concise, 6-question form served as the entry point to creating a listing. It balanced the need for essential marketplace data with usability, acting as a quality control checkpoint while keeping the barrier to entry low. - User Control & Freedom
Users could now preview and post their Executive Summary directly, without waiting for approval. This increased confidence, control, and momentum. - Progressive Completion Flow
The new step-by-step flow made the process feel more manageable and less overwhelming, reducing drop-off and encouraging task completion. - Improved Information Architecture
I restructured the content and navigation to create a consistent, intuitive experience, aligning with best practices in UX design.
This redesign transformed the listing journey into a seamless experience and set the stage for the marketplace MVP's success.
Final Designs
The final design introduced a refined interface and a much simpler listing process, enabling users to easily create and publish their insurance programs.
The screens below showcase the redesigned listing flow and the first key views of the marketplace MVP, both of which were instrumental in launching the platform and supporting its early success in empowering program creators and capacity providers to discover new opportunities beyond their existing networks.
A key design consideration was avoiding the “empty shelf” effect—common in new marketplaces. I selected design patterns that would feel credible and engaging, even with limited initial content.
Outcome & Results
The redesigned B2B insurance program listing experience solved immediate usability issues and laid the foundation for the full marketplace MVP. The impact was clear and measurable:
- 90% Increase in Completion Rates: The simplified, progressive flow allowed users to successfully list their programs without intervention, marking a dramatic shift from the previous 0% success rate.
- Successful $5M Funding Round: The improved functionality and user experience contributed to a successful funding round, securing the next phase of growth for the product.
- Foundation for Future Growth: This success directly contributed to the development of the full marketplace MVP, setting the stage for future features and product expansion.
- Marketplace Growth: More successful listings populated the marketplace, adding value for all users and driving the growth and success of the MVP.
- Increased User Satisfaction and Retention: The streamlined design and clearer flow made the process much easier for users, boosting their satisfaction and trust in the platform. Users who successfully posted their programs were more likely to return, complete their profiles, and stay engaged, fostering long-term use and boosting retention.
