At Azibo, a “one stop shop” financial platform for small landlords, we set out to simplify rental property insurance by designing a clear, centralized experience for managing policies. I focused on creating intuitive workflows that encouraged users to upload existing coverage, helping them stay organized and avoid lapses. This also allowed us to surface personalized quotes from insurance partners at the right moments, delivering value to users while supporting business goals.
Year
2022
Team
Me (product designer), product manager, frontend dev, backend dev
Learning what was important, to users and to the business
Thinking like a landlord - To begin, I immersed myself in the world of landlord insurance, collaborating closely with our head of insurance sales and team members who owned rental properties.
Encouragement - Then, our project team brainstormed ways to drive engagement. Based on previous customer insight, we knew that the more we encouraged users to upload their policies, the more value we could deliver by offering quote comparisons and proactive insights.
My initial wire-frames focused on lightweight, high-impact tools like a progress bar showing properties with active insurance policies, a one-click opt-in to analyze uploaded policies, and smart tips like recommending umbrella coverage to fill gaps.
Structuring the page
I explored two structural models for how the elements should be grouped within the page:
Property-centric - While this felt more straight-forward, it introduced challenges. For properties with multiple policies (like primary and umbrella) it was hard to display everything cleanly alongside quotes and key actions. Additionally, since policies were already linked in the property tab, duplicating that structure in the insurance section felt redundant.
Policy-centric - After struggling to make the property-centric model work, I explored and ultimately chose a policy-first approach. It made it easier to distinguish between policy types (e.g., property, umbrella, and future additions like auto), and to sort by expiration date, helping users stay ahead of renewals and discover better coverage.
Driving engagement
Gamifying - To encourage users to upload policies, we introduced a progress bar that tapped into completion psychology by showing users how many properties were insured and incentivizing them to finish the rest to see the progress bar fully filled.
Taking action - Additionally, we added prompts throughout the rest of the platform highlighting which properties were missing policies and offering a clear flow for uploading policies. This not only increased visibility, but also gave users multiple places where they could take action, ultimately nudging them toward getting a quote with us before renewing elsewhere.
Final Thoughts
Creating something valuable to the user in a way that becomes valuable to the company.
We designed the insurance center to make working with policies approachable and actionable. From easy upload flows to smart quote comparisons, every screen was crafted to help landlords stay organized and engaged while allowing Azibo to offer timely, relevant insurance options every step of the way. By balancing value for the user with business goals, we created a system that benefited everyone.
Outcomes
Easy storage for our users’ active insurance policies
A section for requesting, viewing, and binding quotes provided by our insurance sales team
Additional insurance touchpoints in other areas of the platform, such as the properties
I chose to leave the company before the feature launched, so I don’t have access to testing or performance data. If I were to have stayed, I would have tracked metrics including percentage of users that upload policies, the funnel of requesting quotes to binding, and how many users chose to bundle policies to get discounts, which we tried to encourage.
