From potential customer, to a

When I started to work in HDI, in late 2016, product management didn’t existed, much less the user experience.
I was part of an ambitious project to create a digital environment for HDI potential customers.

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.

Design for the future

In 2014, HDI Seguros México decided to create an innovation department that would focus on creating the digital experience of the end customer. The first step was to create an online platform where the user could get a quote and then purchase it by phone. 

However, the other contact points  with the potential customer were not connected and it was obvious that they did not have a common goal. This was not critical since currently 70% of the company sales continue to be through intermediaries.

My job was to design and manage the products that in 5 years will be indispensable for any competitive insurer. 

Website’s evolution, click on the image to enlarge it.

The Challenge

  • Create an experience that allows different users to find the information they are looking for, in a simple and understandable way.
  • We also wanted to quickly answer the questions Who are you? What do you offer? What makes you different?
  • The third objective was to create a visual consistency throughout the digital experience.

We didn’t have any defined users.

We had no defined marketing strategy.

Our products weren’t connected.

My Role

I led the design team. I worked with a couple of UX Design apprentices. We did the research, prototypes, design and even the development of the website.

First things first

The first thing I did was to make a map of all the points of digital contact with the users and divided them into:

Ads for quotes

Social Media


Customer’s Portal

As each product is managed by different departments, I decided to bring the leaders together to create a joint strategy. The products that remained on my side was the Website, Customer Portal and the UX of the ads for quotes.

Next we will see the changes that were made. Soon I will publish why these decisions were made based on the research we did.

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