The Challenge
Design a more efficient, automated, and intuitive process for brokers and agents working with Bien Vivir’s product.
The Product
Bien Vivir is a life insurance product available to high-net-worth clients. This product can only be accessed through specialized brokers, who interact with the clients and provide insurance quotations using a digital platform tailored specifically for their needs.
How
Reviewing the User Journey of Bien Vivir’s product.
After mapping out the entire journey experience process of Bien Vivir product, we were able to analyze each point of contact between the broker, the system, the insurer, and the end client. This allowed us to gain an analytical view of the challenges associated with the quotation, contracting, policy redemption, and claims processes.
Designing a better User Experience Journey
With the essential input and teamwork from the business unit, we created a better journey for the brokers, emphasizing both business and user experience.
The Approach
Discovery
In the interviews with users and in the ethnographies, we were able to perceive some of the emotions the users were experiencing.
Below are some of the broker's statements:
Below are some of the broker's statements:
"The brokers make a strong effort to stay, but it seems that company is not concerned about us."
"We never know what happens during the documentation process. After the client's documents are sent to the company, something occurs inside there. It disappears within the company or passes through many people before reaching its final destination".
"When a client is overcharged or denied a service without a clear explanation, they experience distress, feelings of disrespect, and a sense of being forsaken in death"
"There are a number of inconsistencies that need to be resolved unnecessarily. And I always find myself having to redo the work that the insurance company was supposed to provide."
"We consistently need to carry out manual verifications of insurance company cases because the reported numbers are consistently inaccurate."
"We never know what happens during the documentation process. After the client's documents are sent to the company, something occurs inside there. It disappears within the company or passes through many people before reaching its final destination".
"When a client is overcharged or denied a service without a clear explanation, they experience distress, feelings of disrespect, and a sense of being forsaken in death"
"There are a number of inconsistencies that need to be resolved unnecessarily. And I always find myself having to redo the work that the insurance company was supposed to provide."
"We consistently need to carry out manual verifications of insurance company cases because the reported numbers are consistently inaccurate."
To enhance the discovery process, we created an empathy map and personas for the product, and evaluated the regular usability of the quoting platform.
Personas
Two personas were mapped out during the Product Discovery process
MARIANA SALES
OPERATIONAL ANALYST
36 years old
Married
One young daughter
OPERATIONAL ANALYST
36 years old
Married
One young daughter
NEEDS
Better visibility of requests and policy information;
The company could provide a better service to the consultants;
Access to the payments and debts in the customer’s portfolio
Better visibility of requests and policy information;
The company could provide a better service to the consultants;
Access to the payments and debts in the customer’s portfolio
PEDRO BARBOSA
LIFE PLANNING CONSULTANT
55 years old
Married
Three young children
LIFE PLANNING CONSULTANT
55 years old
Married
Three young children
NEEDS:
- More autonomy to respond to customer needs in a timely and efficient manner;
- Easy management of his client’s portfolio and commissions.
- Processes that are easier and involve less bureaucracy
- Opportunities to do business with his customer base.
- More autonomy to respond to customer needs in a timely and efficient manner;
- Easy management of his client’s portfolio and commissions.
- Processes that are easier and involve less bureaucracy
- Opportunities to do business with his customer base.
The former User Journey Presentation
We developed a detailed blueprint that outlined the interactions between brokers and the insurance company, covering both the technical and the emotions aspects expressed by each user.
The presentation was attended by executives and managers from the department. This meeting allowed us to present all the failures influencing the product.
The presentation was attended by executives and managers from the department. This meeting allowed us to present all the failures influencing the product.
Concept
What we do:
- Benchmarks
- Solutions and painkillers
- Ideal Journey Design
- MVP Canvas
- Crazy eights
- Prototypes
Our Solutions
We built a structure of 5 columns to guide the improvements that would be made to the product, allowing us to define what was a priority:
- Visibility
Clearer status and phases of the process
- Autonomy
Actions without intermediaries and reduction of time to delivery os the tasks
- Reduction of paper usage
Digital processes in all phases
Many of the processes for acquiring the insurance were carried out through printing and sending documents by motorcyclists.
- Agility
Solutions readily available for common situations
- Visual
Modern and intuitive User Interface
Ideal Journey Design
Objective: Design a new journey, applying improvements to the system and the entire flow, addressing the pain points of the users identified in the previous steps.
We worked in a memory room to compile all the information and mappings we did during the concept phase along with the product business area. There, we had a space where we could revisit decisions, generate new questions, and document what was done collectively. It was a completely collaborative effort.
Crazy Eights
We conducted a round of crazy eights with the users, engaging them to draw a structure with details that were important to each one in 8 minutes. Subsequently, we asked them to present the model and also share their opinions regarding the solution shared by their colleagues.
Later in our memory room, we reviewed the points shared by the users and engaged in a brief ideation session between the design duo responsible for the project to bring solutions focused on user experience and business rules.
MVP Canvas
Due to the limited time of the development team to create an initial version for the visual framework, we conducted a collaborative activity to map an MVP canvas for the project's key functionalities.
Prototypes
Finally, we built a new layout for the platform where brokers and operational analysts could quote, track, and analyze acquisition processes.
You can access the full presentation here.
Special Thanks to Lilian Campos, my partner in this project!