Challenge
Design a simpler, automated, and user-friendly process for Bién Vivir brokers and agents.
How
Mapping the current journey
With the entire current process mapped out, we can analyze each point of contact between the broker, the system, the insurer, and the end client, thus gaining an analytical view of the pains of the quoting, contracting, redemption, and claims processes.
Designing the ideal journey
With the necessary information and collaboration from the business unit, we collectively design the best journey for brokers, focusing on business and experience.
Bien Vivir is a redeemable life insurance product offered to high-net-worth clients. This product is exclusively contracted through specialized brokers, who engage with the client, and quote the insurance through a digital platform designed specifically for them.
Approach
Discovery
In the interviews with users and in the ethnographies, we were able to sense a bit of what the users were feeling. Below are some actual quotes from brokers:
"Brokers make an effort to stay, but MAPFRE seems not to care."
"I don't know what happens at MAPFRE, we send a document and it disappears... The document goes through many people before reaching its destination."
"When a client is overcharged or refused and doesn't know the reason, they think they're dying."
"There are several inconsistent cases, but they're not, I have to do the work that MAPFRE should provide me with."
"We always have to manually check MAPFRE's cases, the numbers are never correct..."
To bring more perspectives to the discovery process, we developed an empathy map and constructed personas for the product. Additionally, we analyzed the current usability of the quoting platform.
Two personas were mapped during our discovery:
PEDRO BARBOSA
LIFE PLANNING CONSULTANT
Age: 55 years old
Married, with 3 young children
LIFE PLANNING CONSULTANT
Age: 55 years old
Married, with 3 young children
NEEDS
- More autonomy to meet clients' needs promptly and efficiently.
- Manage his client portfolio and commissions with ease.
- Simplified and less bureaucratic processes.
- Business opportunities with his client base.
- More autonomy to meet clients' needs promptly and efficiently.
- Manage his client portfolio and commissions with ease.
- Simplified and less bureaucratic processes.
- Business opportunities with his client base.
MARIANA SALES
OPERATIONAL ANALYST
Age: 36 years old
Married, with 1 young daughter
OPERATIONAL ANALYST
Age: 36 years old
Married, with 1 young daughter
NEEDS
- Visibility of policy requests and information.
- Provide excellent service to consultants.
- Manage payments and client portfolio arrears.
- Visibility of policy requests and information.
- Provide excellent service to consultants.
- Manage payments and client portfolio arrears.
Current Journey Presentation
We built a comprehensive blueprint mapping all interactions between brokers and the insurance company, detailing technical aspects and the emotions captured by each user. In this presentation, we had the presence of leaders and managers from the area. This allowed us to present all the gaps that were affecting 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
See more about the solutions in the full presentation in the end of the case
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 see more through this link.
You can access the full presentation here.
Special Thanks to Lilian Campos, my partner in this project!
