Design of a new platform for lead qualification and health insurance sales
My Role
Senior Service /
Product Designer
Team
Product Manager
Backend Developer
Frontend Developer
Main Skills
UX Research, Service Design, User Journey Mapping, Task Analysis, Stakeholder Alignment, Product Discovery, Interaction Design, UI Design, Usability Testing, Design Documentation, Cross-functional Collaboration, Continuous Improvement.
The Basics
Getting to know the company
Escale is a B2B2C e-commerce company that offers products that control the entire lead acquisition and conversion journey—from the moment they are captured to their conversion into signed contracts in three main market units: Finance, Health Insurance, and Telecommunications.
The product ecosystem is divided into proprietary branding and white label, with design operating at various points of contact. From acquisition campaigns and landing pages, to e-commerce sites for product presentation and conversion journeys via chatbot, online or by telephone with operators.
For data protection reasons, some private information has been hidden from this case study. On the other hand, public information has been kept open.
Context
Understanding the sales context
To standardize and ensure more control of the health insurance sales process, a Squad was created to understand the sales processes and start a new internal platform that did not depend on third-party systems.
After creating the first version of a platform, the squad realized that the operators could have performed the sales processes within the platform rather than individually. Still, it was not known why this was happening and why these operators were not using the new platform created.
In this context, The Product Manager called me into the squad to understand what was happening, why the salespeople were not using the platform, what the actual sales process was, and how we could make a new version of the platform that would engage the health insurance salespeople, and be fully useful in our sales process, both in the qualification and negotiation stages.
Research
Immersion in the topic
To create a new platform for qualifying and selling health insurance, we also needed to understand how our business worked and the state rules governing the sale and use of health insurance. Also, the essential part was to fully understand our user's journey and step by step, as clearly as possible, of our sales process, surveying our salespeople's most significant problems and needs and incorpo
Research
Product Immersion
This step focuses on deeply understanding the product and the relevant legislative rules. It involves studying how the product fits into the broader business context, ensuring that the design aligns with both legal requirements and organizational goals.
Research
User Research
In-depth interviews are conducted with users to uncover key purchase motivators, understand their purchase journey, and identify their current experiences, challenges, and pain points related to the product.
Research
Sales Insights
Immersive interviews with salespeople are essential to grasp the full sales process. This helps map the entire sales flow, ensuring that the design solutions align with the needs and realities faced by the sales team.
Solutions
Sales Journey Service Blueprint
To create the Blueprint of the health insurance contracting process, I divided my work into two main stages: interviews and immersion in the users' scenario and interviews and immersion in the scenario of our salespeople. Through the lessons learned in this immersion, I created an overview of the internal and external process of hiring health insurance through the Service Blueprint. Through this deliverable, I aligned the vision of our business with stakeholders from all areas of the company, beyond the Squad, also generating an idea of existing needs in the sales process, raising insights and projects for other areas.
Solutions
Task Analysis of Sales People
The creation of the Task Analysis resulted from immersion with the health insurance salespeople. It allowed a clear vision of a step-by-step process of the tasks required to conclude the purchase of health insurance. This material was the result of research and immersion with the salespeople, which also included an online Shadowing day following the work process of these professionals.
With this material, the main problem of the current platform became clear: it did not even meet 30% of the health insurance vendors' needs, and, for this reason, they did not use the platform daily, preferring to solve their problems independently. This deliverable was the basis used to build the official sales platform.
New Platform
New Sales Platform
The result of all this learning, and the project's main deliverable, was the design of all the screens of the new lead qualification and health insurance sales platform.
Before our design was made official, a usability test was performed with the salespeople who would use it daily to understand its efficiency and possible improvements that could be discovered early.
The application of the platform was gradual, carried out through a group of vendors, who were closely monitored by me and Squad's implementation and business team through a daily check-out, where we collected the learnings of the use and, with that, possible improvements to the platform.
After the complete application of the platform in its first version, we were able to reduce the waiting time for responses from our customers, reduce the time required to convert a lead, and increase the productivity rate of our salespeople, directly impacting the primary metrics of the business.
Next Project
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My portfolio isn’t available on mobile just yet
For the best experience, please visit on a desktop.
As a little thank-you for your patience, here’s a cute dog gif