Private Pension Products
The user with more autonomy with the creation of new self-services in the logged-on area of the Caixa Seguradora website.
On this project, I was responsible for a large part of the definition, empathy and design process, working with another UX Designer. I was also largely responsible for the content and tone used with the users, as well as supporting the team in the sprints.
With a customer base of approximately 16 million customers, Caixa Seguradora's pension product still did not offer a wide range of self-service on its website. As a result, customers were often unable to keep track of their plans, and those willing to doing it so had to call the Customer Relationship Centre (CRC) or visit a Caixa bank agency to ask an agent for simple transactions - which would only take a few clicks.
When it comes to numbers, less than 20% of the customers have registered in the logged-on area of the website. This generates a high overload for the customer service center since more than 50% of the calls are for simple services that could be done on the client's cell phone or personal computer..
Launch a series of services in the logged-on area of the Caixa Seguradora website that could facilitate customer needs. As a consequence, a direct impact on the volume of calls in the Customer Relationship Center was expected since more autonomy would be given to users. As a premise, the services should be:
Before defining what would be developed, a study was done with the Private Pension BU and the Customer Relationship Center. It was surveyed which were the most requested services in the Central by evaluating the number of calls. The same work was done with the Caixa Econômica Federal, assessing the volume of requests in the bank agencies. We also analyzed the online performance by checking the main KPIs of the logged area, such as volume of sessions by service and goal completion.
After that, we interviewed a few Customer Service Representatives, bringing a clearer perspective about users and their needs. That way, we had more insights about behavioural information, besides a better understanding of the user problems and jobs-to-be-done.
After the research, we then analyzed who were the target markets, the audiences. By crossing quantitative data coming from the BU and qualitative information as mentioned, we could visualize x users:
With the user and business needs in hand, a list of services were prioritized for 2017 and 2018. Given the need for simpler and faster services, the first year put mostly consultation services and minor plan changes in the queue.
The entire design process was performed in constant contact with the product and technical development teams. This way, the proposed experience of the services could be better designed by understanding product characteristics, including legal ones, and other service development constraints.
Once with a prototype, small usability tests were performed with internal employees who fit the target markets and had private pension plans. As a result, the team quickly gathered feedback and insights from audiences similar to the users.
During the years of 2017 and 2018 new services were gradually launched. In the Spring of 2019, a new logged area facelift was done, in which I collaborated with the visual design. Nowadays, private pensions products are under the name Caixa Vida e Previdência due to institutional changes in the CNP Assurance Holding Brasil.
Professionally, this project was essential for my learning as a UX Designer. First, it was one of the first projects that we used agile and some Lean UX concepts, which generated big learning curve. Then I learned that the UX role goes beyond proposing creative solutions: it is essential to be the guardian of the experience and mobilize other collaborators to think the same way.
In general, the new services were important to increase the volume of new registrations in the logged-in area. It also contributed to the improvement of the NPS with the product, besides reducing a substantial impact on the Customer Relationship Center.