Clarity, Comparison, Confidence — Redefining How You Evaluate Identity Vendors.
I led the design of a new market report experience. This initiative transformed dense data and research into an interactive, insight-driven report that simplifies vendor evaluation and unlocks strategic discovery. The goal was to streamline access to trusted intelligence while driving upsell opportunities through tiered feature visibility.
CB Insights
Senior Product Designer
6 months
Challenge
Users in highly regulated industries—such as banking, real estate, and government—struggled to identify the right vendors for identity verification and fraud prevention. The available research was either too broad, too technical, or locked behind unclear paywalls. Customers needed a way to:
Quickly understand the top players in the space
Compare vendors based on features, funding, and customer feedback
Justify purchase decisions using trusted, structured evidence
Results
Following the redesign, employee engagement with the intranet increased by 45%, and the time spent on the platform rose by 30%. The new interface and improved content organization made it easier for employees to find information and collaborate. Feedback from employees was highly positive, with satisfaction ratings increasing from 3.5 to 4.6 stars.
2.5x
increase is user engagement
18%
conversion uplift on upsell CTAs
60%
Increase in time spent on market reports
Process
Research & Insights: We analyzed user behavior across legacy market report views and conducted interviews with power users from banks and compliance teams. Key findings:
Pain Point: Users were frustrated by limited visibility into vendor capabilities and wanted clearer guidance on top providers.
Buying Context: Most purchases were driven by a mix of compliance pressure, fraud pain points, and executive mandates.
Upsell Opportunity: Users showed high intent to explore vendor comparisons and customer transcripts—two areas previously under-leveraged for monetization.
Key objectives:
Clarity & Comparison – Surface the most relevant vendors and make comparisons intuitive.
Progressive Disclosure – Provide real value upfront, while gating premium insights for upsell.
Speed to Insight – Enable fast, confident vendor evaluation with clear data and customer voice.
Key features designed:
Feature-rich Overview tab showing biometric, onboarding, fraud, and compliance tech
ESP leaderboard (non-clickable) with upsell CTA for full rankings
Customer Testimonials block with implementation timelines and buying criteria
Dynamic charts for funding, valuation, and headcount over time
Access-aware CTAs and blurred sections to preview value and increase conversion
What I learned
Designing for upsell doesn’t mean withholding value—it’s about creating clarity on what users gain at each tier. I also learned that modular design with smart access logic enables scale across hundreds of markets. Most importantly, I saw how combining structured data with voice-of-the-customer builds trust and shortens the path to action.