How Seyna doubled her conversion rate
Product design SaaS + website redesign: 80% product, 20% marketing, 40 deliverables in 18 months
*As Soon As Possible (tired of anglicisms)
x2-x3
Conversion rate
+40
Deliverables in 18 months
18 months
Continuous collaboration
Project details
Client
Seyna
Sector
Assurtech / SaaS
Duration
18months
Équipe
3 experts
Subscription type
Error
The customer
Seyna, a promising assurtech that raised 7 million euros, faced a classic challenge for hyper-growth scale-ups: maintaining product velocity without hiring a full-time senior product designer.
Their design system already existed, but the team needed a design force capable of working both on the product (subscription journey, SaaS interfaces) and occasionally on marketing (website redesign, sales materials).
The profile sought was unusual: 80% product design, 20% marketing. A designer capable of understanding the business stakes of an insurance company, working hand in hand with developers, and iterating quickly on complex subscription journeys.
It was in this context that Seyna opted for the Dafolle model instead of a traditional recruitment. A gamble that proved winning: doubling or even tripling conversion rates on subscription journeys, 40 deliverables in 18 months, and a testimonial from CTO Guillaume Font describing our collaboration as "rarely seen with a service provider."
Our initial audit revealed 6 critical friction points.
(And no, it was not just "the button is too small")
01 /
No dedicated product designer
Seyna already had a design system but lacked design resources to keep it alive and evolve. Hiring a full-time senior product designer represented a cost and a risk (probation period, onboarding, limited availability to a single project).
02 /
Complex subscription pathways
B2B mutual subscription processes are particularly complex: multiple stages, mandatory legal information, real-time calculations. Each friction in the process represented lost customers and missed revenue.
03 /
Hybrid product/marketing need
The team needed a resource capable of primarily working on the product (80%) but also occasionally on marketing (20%): website, sales materials, investor presentations. A rare profile that is difficult to recruit.
04 /
Aging institutional website
Seyna's website no longer reflected the company's ambition following its fundraising. The design was outdated, performance was poor, and the content was unconvincing for B2B prospects looking for a trusted insurtech partner.
05 /
Velocity produced to maintain
In a phase of hyper-growth post-funding, Seyna needed to maintain a high product velocity: new features, UX optimisations, regular A/B testing. This was impossible with recruitment timelines of 3-6 months for a good product designer.
06 /
Streamlining dev/design collaboration
Developers needed a designer who could speak their language, understand technical constraints, and deliver clear and actionable specs. Not just pretty but impractical mock-ups.
Our Agile Approach
A 3-phase strategy with rapid iterations every 48 hours.
Month 1-3
Onboarding & Quick Wins
Immersion in the Seyna universe, understanding of the SaaS product, getting to grips with the existing design system. Initial quick deliverables to demonstrate value: UX optimisations, corrections of inconsistencies, improvement of critical paths.
Month 4-9
Product Design & Website Redesign
Intensive phase: complete overhaul of the mutual subscription process with regular user testing. In parallel, a redesign of the institutional website to better reflect the premium positioning following the fundraising.
Month 10-15
Continuous Optimization & Scale
Continuous optimisation phase with short iterative cycles based on data. Systematic A/B testing, gradual improvement of conversion rates, evolution of the design system according to emerging needs.
Month 16-18
Evolution & Empowerment
Progressive upskilling of the Seyna team on the design system, knowledge transfer, documentation of UX decisions. Maintaining collaboration for strategic projects while giving more autonomy to the internal team.
The implemented solutions
Concrete actions for measurable results.
The image rendering
A small overview of what has been done for
Their feelings about the collaboration
This is a fake test that needs to be imagined.
And in numbers?
Concrete actions for measurable results.
from x2 to x3
Conversion rate
Doubling or even tripling the conversion rate on mutual subscription paths according to customer segments, thanks to the methodical optimization of each step of the funnel.
40
Deliverables in 18 months
40 deliverables produced over 18 months covering SaaS product design, website, marketing materials, design system evolutions - sustained pace and constant quality.
CTO Testimonial
"Rarely seen"
Guillaume Font, CTO of Seyna: "I have rarely seen such enthusiastic feedback about a service provider. The quality of the work and the understanding of business challenges are exceptional."
Recruitment
Avoided
The tools used
Complex product design issues?
Product design SaaS, critical user journeys, close collaboration with developers.
