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How redesigning the BB Seguros Travel Insurance purchase journey improved the experience for thousands of customers.
CLIENT
Banco do Brasil
(as Capgemini)
TOOLS.
Figma . Miro
YEAR
2021
ROLE
UI UX Designer
Problem
Travel Insurance is a security product from BB Seguros. It ensures that travelers around the world are covered for any kind of inconvenience during their trips. The goal of this project was to make the purchase experience of this digital product faster and more intuitive, aiming to increase retention and reduce the abandonment rate due to journey issues.
Ciclic Travel Insurance has been on the list of the best travel insurance options in recent years. Its main highlights are the ability to customize coverage, as well as 100% digital purchasing and support—both aspects improved in the product journey redesign.
Process
The project consisted of three main structuring points.
Understanding the project: An introductory conversation with stakeholders to understand the project, its requirements, and expectations.
Building the flow: Creating the user flow from onboarding to the completion of the product acquisition.
Designing the prototype: High-fidelity design of the journey using the client's existing design system.
First Step
As a product premise, the user basically needs to choose one or more destinations, provide the desired departure and arrival dates, enter the number of passengers and their ages for insurance calculation, select the desired coverage, and finally, provide passenger details and payment to complete the purchase.
Prototyping
Banco do Brasil has a large component library and a solid design system created by the design team. As part of the security team, we develop some components with specific features for our products, but overall, we use the bank's repository to build our journey.
Result and impact
The result was a consistent and smooth journey with over 140 screens, where the user can choose their destination, enter travel dates, set passengers, select the plan that best fits their needs, and finally purchase the product by providing a payment method.
A 7-step buying journey that is extremely simple and fast, designed to improve the user experience and increase product sales by reducing abandonment rates caused by complexity.
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