Services
Platform
Icatu Seguros is today the largest independent insurance company in Brazil, specialized in selling products through partnerships.
Managing third-party assets and resources that exceed the sum of R$23 billion, they are at the top of the most important national financial rankings. Most of it runs through a partner tool called the Services Platform, launched in 2007.
Our goal was to identify the points of improvement that the new platform should contain, considering the three business fronts: Life Insurance, Private Pension and Capitalization
Diverging process
Internal Benchmark
• Client material deep dive
• Tools access
• System exploration
• Technology survey
• Stakeholders interview
• Team Interview
• How it works
External Benchmark
• Client material Debriefing
• Onboarding of small and large partners
• Competitive Benchmark
• User interview
Indicator's analysis
• Data tools research: GA, Dynatrace and Hotjar
• User testing
• Review results
Vision Statement
• Service Blueprint
• Value proposition
• Business analysis and validation
• Team and Stakeholders interviews
Modeling a service Blueprint for each 3 big areas of Icatu ecosystem:
Developing products roadmaps gave us a clear view of how the ecosystem of each area works, and how they relate to each other.
Problems outlined:
🕰 Outdated system – The system was developed in 2007 and the last update was carried out in 2013.
🐢 Frontend Construction – Today, the expected SLA lasts an average of 45 days for production, causing a bottleneck and even anxiety in the partner.
➿ Large volume of API’s for systems – To meet the partner’s needs, specific API’s are created and integrated within the system, generating limitations to create a unified solution.
✍🏼 Use of pdf’s for contract – There is no digital solution for a contract, having to download the document and upload it manually into the system, being only PDF the accepted format.
💬 After-Sales System – Currently, Icatu does not have an After Sales system that helps to better relate to its end customer.
😵💫 No standardization – Each front has specific features without standardization, which makes it difficult to create a single solution to meet the three fronts.
❌ Processes without electronic signature – Digital Signature is a differential for the business model that Icatu offers and its absence implies in the facilitation of sales processes.
📋 Management reports – Management reports are one of the biggest pains for system users, as they need to have an overview of the customer with relevant information and that they can extract data from different formats such as Excel.
Converging process
Proto Personas
• Hotjar questionary
• Data gathering
• Words Cloud
• Relevant answers
• Personas cards
Wireframing
• Unique login screen
• Admin setup, onboarding
• Selling Flow
• Centralized Home
• Post-selling
• Admin tools
Iteration
• Commercial validation
• Security and IT validation
• User validation
• Engineering validation
Design System
• Setup
• Componentize
• Validation
• Documentation
• Handover
Proto persona cards, to quick check features in / out hypothesis that should be present and also helping the prioritization process, based on user pain points.
Lo-fis prototype: tested with users and stakeholders. Could an introductory step-by-step tutorial cover the missing information interviewees reported?
How success would be measuredComo o sucesso seria medido
Thanks for reading!
