PSB Business Insurance

Task

The insurance product had existed before but was discontinued due to low performance. When relaunching it, the goal was not just to bring it back, but to integrate it into the user journey so it would feel like a helpful feature rather than an intrusive sales offer.

Problem

The core issue was perception: users either ignored the product or didn’t understand its value. We needed to place insurance into relevant scenarios and explain it through real-life situations instead of abstract benefits.

There was also a fundamental question — does this product even deserve to come back?

Was it worth doing?

The analysis showed an increase in fraudulent transactions and support requests. The problem of money protection had become more relevant than before, which meant the product itself had value — the issue was in how it was presented.

Process

First, I identified key entry points: product catalog, card showcase, card page, and account page — places where users are already thinking about their money. Then I redesigned the landing page: replacing formal insurance language with real scenarios (“money stolen”, “fraud”, “card cloning”). Finally, I simplified the structure: upfront — value proposition and pricing; below — details and FAQ.

Trade-offs

The main decision was between aggressive selling and native integration. I chose a softer approach: no pressure, focus on value and real-life cases. This reduces irritation and builds trust. There was also a balance between simplicity and completeness — solved with a layered structure: quick decision on top, deeper information below.

Solution

The product appears in relevant moments of the user journey and doesn’t feel like random advertising. The landing explains value through concrete situations and offers clear pricing tiers.

Results

The product became easier to understand because users no longer need to figure it out — they just follow the flow. The key shift was moving from an informational screen to an action-oriented experience.