Bradesco Seguros
31% Lead Gen Increase: Service Design for High-Volume Fintech/Insurance
Company
Bradesco Seguros
Role
UX/UI Designer
Industry
Fintech/Insurance (Highly Regulated)
Key Challenge
Digitizing a complex, high-risk claims process while maintaining regulatory compliance.
Date
2018 - 2021
Problem Statement
The Business Challenge: As one of Brazil's largest insurers (USD $2B Annual Profit), the existing digital experience was causing a massive service failure due to outdated tools and a highly confusing, sensitive claims process. This friction resulted in a direct financial drain (high support tickets) and reputational risk in a highly regulated B2C environment.
The Service Design Thesis: Driving Trust and Efficiency
As a key contributor on the UX/UI Design team, I helped define and execute the service strategy to overhaul the entire experience across three key service pillars: Customer Acquisition (Quote Simulator), Internal Management (Dashboards), and Retention/Risk (Claims Flow). The core strategic thesis was that simplifying highly complex financial and legal processes for users would immediately drive customer trust and significantly reduce operational overhead across the service chain.
Management Dashboard
Service Discovery: Navigating Regulatory and Operational Constraints
1 - Cross-Functional Alignment: I initiated discovery by conducting in-depth workshops with high-risk departments (Legal, Claims, Sales) to deeply understand business rules, regulatory constraints, and operational friction points. This was crucial for validating the feasibility of digital solutions.
2 - Dual User Focus: My research cadence focused on two user groups: real end-customers (for the B2C acquisition funnel) and insurance brokers/internal teams (for the B2B dashboard and claims support).
3 - Mapping for Influence: Using Service Blueprinting and Customer Journey Mapping, I identified critical friction points across the omnichannel experience, which became the central reference point for design and business prioritization.
Flow Mapping
Benchmark and Heuristic Evaluation
Usability Testing
Mobile App
Insurance Quote Simulator
Claims Flow
Outcome & Learning
Measurable Business Impact: The strategic overhaul delivered tangible ROI across the entire service experience:
Acquisition: The B2C Quote Simulator drove a 31% increase in qualified lead generation by making life insurance manageable and accessible for 3M+ users.
Risk/Retention: The redesign of the claims communication flow led to a 27% reduction in customer support tickets related to claims, significantly lowering operational costs.
Internal Efficiency: Management dashboards improved internal visibility and operational response time.