From potential customer, to a

When I started to work in HDI in late 2016 product management didn’t existed and I was part of an ambitious project to create a digital environment for all HDI digital users.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of HDI Seguros.

Situation

All the customers products didn’t have a strategic reason to exist. They were created because the competition had them, but nobody knew the true purpose of them. The UX was complicated, inconsistent and not friendly for new users. I focused on 3 main problems: 

We didn’t have any defined users.

Our products weren’t connected.

We had no defined marketing strategy.

I led the design of the pickup experience

Research

In order to design a solution, we had to know the users, the business and the product. I started analyzing the user experience of that moment and I confirmed that it dind’t have a goal. Every product was made separately, by different persons with different visions. We were going to start from the bottom with the following hypothesis:

68% of the users were sales colaborators. The rest were clients and new users.

68% of the users were sales colaborators. The rest were clients and new users.

We were spending money to attract potential customers.

Users lost interest in the website quickly.
The Company wanted to sell products B2C online.

Goals

After discovering the users pains and the business goals, I set up this 4 goals.

Create products for 2 main users.
Colaborators and customers.

Connect products through a single UX and strategy.

Create a credible experience, to recover user interest.

Sketching

First things first, I reviewed the users flow through all our products.

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Then I prioritized info and functions based on the goals.

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After I checked with some users that the flow made sense, the wireframes were ready for the graphic pimpin’.

Design

In order to maintain a consistent visual style throughout the experience, I needed something simple and easy to maintain in the users memory.

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