//Case

Strategic guidelines for Itaú Insurance

Strategic guidelines for Itaú Insurance

Strategic guidelines for Itaú Insurance

Strategic guidelines for Itaú Insurance

Business Strategy // Service Design // Product Design

// Challenge

The presence of insurance products in the bank's app was disorganized and lacked a clear strategy. We identified that better digital positioning could boost market share, a historical challenge for the insurance area at Itaú.

// My contribution

  • I led the definition of the project's strategy and scope together with GPMs and design leaders.

  • I co-led the design of the journey experience with a Product Designer Staff.

// Process and solution

Alignment and Mapping

We identified inconsistencies between 11 insurance companies, each with its own strategy. I organized alignment rounds and consolidated plans, technical challenges and customer vision into a single strategic mapping, unifying the overall strategy.

Definition of Guidelines

Definition of Guidelines

Definition of Guidelines

Based on the mapping, we organized Opportunity Tree dynamics to find paths. I summarized the "9 Guidelines for Digital Insurance", of which 4 became "North Stars". With them, I guided the team in defining business objectives and metrics.

Based on the mapping, we organized Opportunity Tree dynamics to find paths. I summarized the "9 Guidelines for Digital Insurance", of which 4 became "North Stars". With them, I guided the team in defining business objectives and metrics.

Based on the mapping, we organized Opportunity Tree dynamics to find paths. I summarized the "9 Guidelines for Digital Insurance", of which 4 became "North Stars". With them, I guided the team in defining business objectives and metrics.

Research and Applicability

Two “North Stars” were customer-based but never tested. I coordinated exploratory research to validate value, and we tested solutions with internal data and architecture to confirm applicability.

Envisioning and Validations

Envisioning and Validations

Envisioning and Validations

With positive proof of value, we redesigned the "insurance homepage" and the contracting flow. We validated it with value tests and A/B experiments, resulting in +40% interest in the offer and contracting.

With positive proof of value, we redesigned the "insurance homepage" and the contracting flow. We validated it with value tests and A/B experiments, resulting in +40% interest in the offer and contracting.

With positive proof of value, we redesigned the "insurance homepage" and the contracting flow. We validated it with value tests and A/B experiments, resulting in +40% interest in the offer and contracting.

Roadmap and Implementation

We broke down the envisioning into viable deliverables, creating a roadmap aligned between design, business, and technology. The handoff was fluid, allowing for consistent deliverables. I oversaw design deliverables according to the strategy in the critique.

// Results

Increased market share in the first three products launched, with one of them rising from 5th to 2nd place. Data confirmed that a considerable part of this growth came from the digital channel, validating the strategy. The guidelines created continue to be part of the basis of Itaú's digital insurance plan to this day.

// Lessons learned

This was my largest end-to-end project, from strategy to implementation and monitoring of sprint results. Many of the processes I developed here continue to be used by the design team and have been scaled to other teams.