Summary
Viaje Protegido is a BICE Vida travel insurance product that supports people through unexpected events during their trip. The project involved designing the complete purchase flow, prioritizing clear information and a strong user experience.
The challenge
The previous process was unclear, causing drop-off during the quote step and raising many questions about coverage. The challenge was to create a simpler flow that guided users through their doubts and built enough trust for them to proceed to payment.
Flow complexity
A landing page with little information and long single-view forms that created friction and drop-off.
Unclear information
Coverage and exclusions that were hard to understand for users unfamiliar with life insurance.
Low conversion
A high drop-off rate during plan selection and the purchase process.
My role
I worked alongside the UX Designer on the complete build-out of the flow, identifying the main issues, user types, and process improvements.
Research
User analysis, benchmarking, and review of the current flow.
UX / UI Design
Designing flows, information architecture, and interface.
Prototyping
High-fidelity prototypes and user testing.
Hand off
Delivering flows to development, tracking implementation, and QA.
Process
We worked under Scrum methodology to define the roadmap for building the flow as an MVP, along with refinements, planning, and continuous iteration.
Discovery
User research, interviews, and analysis of the current flow.
Definition
Prioritizing issues and defining the project's goals.
Design
Information architecture, wireframes, and high-fidelity design.
Validation
Usability testing and validating decisions with users.
Delivery
Handoff to development and support during implementation.
Solution
We designed a flow focused on clear information, building user confidence to move forward at each step of the purchase.
Impact
56%
Increase in conversion rate across the entire flow.
+90%
NPS retained in the years since the project was implemented.
Reduced drop-off when moving from the landing page to plan selection.
Removed friction across the purchase process steps.
More projects
View all
Product Design
App BICE Vida
Design proposal for the BICE Vida app, focused on the look and feel of onboarding and the main menu.
View project
Product Design
Money Transfer · BIM App
Money transfer flow for the BIM app, from wireframes to high-fidelity design alongside the Design System.
View project
Design System
BICE Vida
I led the evolution of the corporate Design System, defining components, documentation, processes, and collaboration between Design and Development.
View project