Insurance Mobile Platform

Project Overview

This insurance-focused platform was designed for a Latin American insurance group, enabling members to easily access their coverage benefits, request services, and manage family member policies through a mobile app and web platform.

The goal was to provide a seamless digital experience for both insured members and administrators, covering everything from emergency requests to personalized family policy management.

Project Type: Multi-platform App (iOS, Android, Web)
Timeline: 2 years 9 months
My Role: Senior Product Designer
Tools: Figma, FigJam, Miro
Team: PMs, Backend & Frontend Engineers, UX Designers, Brand Team, Stakeholders

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My Role

As the Senior Product Designer on this project, I led the product design strategy and user testing efforts, working closely with stakeholders and developers to improve usability, boost engagement, and align the experience with the company’s new brand identity.

Key Contributions:

• Led end-to-end redesign of onboarding and registration experience, resulting in a 75% increase in completed sign-ups.
  
  
• Conducted usability testing with real users, identifying key drop-off points in the onboarding process.
  
  
• Implemented a two-step registration flow, significantly reducing friction.
  
  
• Designed family group policy management flows, allowing members to configure individual benefits and coverage settings.
  
  
• Oversaw app-wide rebranding (color, typography, iconography) and implementation of new brand guidelines.
  

• Used Principle to prototype and validate onboarding and service flows on the PIIX platform.

• Collaborated in stakeholder workshops to align technical, business, and user goals.

• Created prototypes and flows for emergency services and in-app support, improving access and reducing contact center queries.

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Opportunity

Users were struggling to complete the registration process, often abandoning the app during onboarding due to the lengthy information and documentation requirements. The insurance group also needed to support flexible, family-based policy configuration — something that legacy systems didn’t offer.

Challenges:

• High drop-off rates during onboarding due to excessive documentation fields.
  
  
• Slow response and low satisfaction related to emergency service requests.
  
  
• Complex flows for adding family members and configuring policies.
  
  
• An outdated visual identity that needed full rebranding across mobile and web.

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Research & Discovery

I led user testing sessions and structured interviews with real members to understand blockers and frustrations in the sign-up and service request processes.

Findings:

• Users felt overwhelmed by the number of documents required during initial registration.
  
  
• Most users abandoned the app before completing account creation.
  
  
• Policy configuration for family members lacked clarity and flexibility.
  
  
• Contact center received frequent calls due to confusion with digital service requests.

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Solution & Key Features

Together with PMs and stakeholders, we restructured the onboarding process and redesigned the user journey to prioritize simplicity and trust.

Key Features I Designed:

• Two-phase registration flow: Separated essential account creation from sensitive document upload, improving conversion and user confidence.
  
  
• Family group management: Enabled users to add dependents and customize policies by age, needs, and health conditions.
  
  
• Emergency services shortcut: Simplified and highlighted access to emergency help directly from the home screen.
  
  
• Rebranded visual system: New color palette, typography, and iconography applied across all screens for visual consistency.
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• Progressive onboarding: Step-by-step walkthrough of app features after first login.

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Testing & Iteration

We validated our solutions through:

• Usability tests using real data and participant feedback.
  
  
• Click tracking and analytics to monitor drop-off rates.
  
  
• Weekly design reviews with product and development teams.
  
  
• Post-launch feedback from customer support and users.

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Results & Impact

• 75% increase in successful user registrations post-redesign.
  
  
• Significant drop in support center requests related to onboarding and app navigation.
  
  
• Higher engagement with emergency request features.
  
  
• Improved NPS and satisfaction scores due to easier navigation and family policy customization.

• Reinforced trust through a more modern, consistent brand interface.

Final Reflections

This project reinforced the importance of aligning user empathy with business needs — especially in complex, trust-driven industries like insurance. By breaking down friction in high-stakes flows and delivering flexibility for families, we created a product that truly served its members.

As a design lead, this was a powerful example of how listening to users, iterating quickly, and working closely with cross-functional teams can drive real business impact.

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