Partner’s App, A B2B Product Design Case Study

Mahendra Bhamu
4 min readJan 11, 2022

Introduction

Asquire is India’s first finsurtech(Finance + Insurance) startup that serves as a one-stop hub for customers to handle all of their financial needs such as loans, mutual funds, credit cards, insurance policies, bill payments, and claim settlement without having to hustle between multiple apps and log-ins.

About Partner’s App

At the outset, Asquire aims to provide a platform to highly fragmented, poorly serviced, and poorly incentivized insurance or other agents with no access to technology by offering the best in class service and technology and thereby enabling them to help consumers buy need-based financial products, through a seamless digital model.

Understanding the Challenges

The task is to design a platform where agents/advisors learn about different financial products and simultaneously earn by selling the right financial product to the customer.

Idea

The plan is to give the partners a platform where they can learn about other financial products while selling. The idea is to encourage cross-selling of financial products which are missing in the apps of big players such as Mintpro, PB Partners. Also to gamify the selling experience to make selling fun and enjoyable.

Thinking Process

Before we can create a human-centered, iterative method for designers and developers to solve challenges, we must first learn about the consumer of the product. Gaining an empathetic knowledge of the situation we’re trying to address is beneficial.

Persona

The user here hopes to sell insurance or any other financial product but misses the opportunity to cross-sell due to a lack of other financial product knowledge.

Wireframes

At the start of this project, I was presented with the business goals, a few extra tasks, and the names of a few competitors. I felt that a list of user stories would assist with the general planning and structure of the user stories before I started wireframing or drawing. It not only assisted me in putting my ideas into buckets, but it also provided a great degree of clarity on what appeared to be a solid concept with the potential to increase interaction. After a lot of iterations and sketching, these were the wireframes on which I ran a usability test.

Usability Testing

With a lot of deliberations and brainstorming on what can be done, how we can improve the user experience, I still wanted to run a usability test on the wireframes.

The tests were conducted virtually by using the ‘Google Meet’ application. 20 agents/advisors were chosen for a moderated session where they were introduced to what the application is and a brief background of what the tasks would be.

The goal of conducting this test was:

  • To understand how easy and friendly the user onboarding process is.
  • To understand if there are gaps in learning and selling.
  • To identify if there are any chances that the user might come back to the app.
  • To understand if the user understands the option of ‘nearby customers.
  • To identify if there are any gaps in the overall user experience around gamifying the app.

High Fidelity Designs

After running the first round of tests and incorporating all the feedback, I went on to design the screens with the below-set brand identity.

Here are the designs for all the screens.

Conclusion

This is Just the MVP design of our product and the process of creating the app has been both tough and gratifying. It enabled me to delve more deeply into users’ needs, thoughts, habits, and expectations. We had to step outside my comfort zone to empathize with each user’s various pain points when designing and developing this app.

There is a lot more to explore and update in this product, So we will be updating other details about our product and features in the next post. Until than you can visit https://agfi.co.in/.

Thank you for reading! Hopeful you enjoyed this case study. If you have any feedback, I’d like to hear from you. Say hello at mahendrabhamoo@gmail.com or LinkedIn.

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Mahendra Bhamu

Fascinated by the intersection between tech, business, and life.