Case study · Pasazh Bimeh
Pasaj Bime
A digital insurance marketplace
- Role
- Product Designer
- Context
- Pasazh Bimeh
- Tools
- InsuranceWebForms
01
Context
The problem
Pasaj Bime is a digital insurance marketplace where customers can discover, compare and buy insurance products from multiple providers in one place. It offers transparent pricing, clear product details and fast policy issuance, and lets insurance sellers register and list their services.
What was broken
The previous website was outdated and hard to navigate. Registration relied on long, overwhelming forms, and users often could not tell whether their policies had been submitted, which caused high drop-off and frequent support requests.
02
Approach
How I got there
01
Field research and talks with the stakeholders to understand the real work, desk research on similar products and best practices, and business meetings to agree on the problem and find the solution. I did the full product-design scope: research, solution finding and design.
02
Heuristic analysis of the existing site.
03
Restructured the flows and redesigned the interface.
03
Thinking
Key decisions
I decided to
Split long registration forms into short steps
Because
Long, overwhelming forms caused high drop-off.
I decided to
Make submission status clear
Because
Users could not tell whether their policy had been submitted, which led to frequent support requests.
04
Impact
Results
- Form-completion success rose and registration drop-off decreased.
- Users reported more confidence that their submissions went through.
- Support tickets about uncertain submissions dropped.
- The purchase process became faster, with fewer steps.
- These changes were observed with the team and users but not measured in numbers.
The craft