Minuto Seguros, Insurance Renewals Startup, lacked a system to track customer insurance history, forcing brokers to manually document negotiations for future renewal brokers. This hindered productivity and negatively impacted customer experience.
My challenge was to develop a Content Management System (CMS) for auto insurance renewals, aiming to increase broker productivity and enhance customer experience.
My actions:
- User Research: I conducted thorough research with internal users to understand the entire user journey within Minuto Seguros, from initial customer interaction to post-sales support. I utilized the Value Proposition Canvas to identify business opportunities.
- Persona & Empathy Mapping: I created user personas for renewal brokers and empathy maps to visualize their needs and pain points related to the existing sales system.
- Etnographic Research: I employed shadowing techniques to observe brokers during their daily activities, identifying key challenges they faced with the current system. I immersed myself in the world of insurance sales, understanding logistics and business rules.
- Benchmarking and Co-creation: I benchmarked leading insurance brokers and companies, followed by a co-creation session with the development team using the “Crazy 8” method to generate wireframes for the new CMS.
- Iterative Prototyping & Validation: I mapped system workflows and created wireframes and prototypes throughout the sprint cycles. I validated each iteration with user testing involving brokers, gathering crucial feedback to refine the system and workflow. Following each usability test, I conducted System Usability Scale (SUS) surveys to assess system satisfaction and monitored the Net Promoter Score (NPS).
Result:
The development of the new CMS successfully streamlined the insurance renewal process, significantly improving broker productivity and customer experience. The iterative approach with user testing ensured a user-friendly and intuitive system, leading to higher user satisfaction and improved NPS scores.
Bruna Graziele 