proteçÃO
Risk Coverage Enrollment - Brasilprev
Overview
The Protection Journey was created to increase the adoption of risk coverage products linked to private pension plans within Brasilprev’s customer portal.
At the time, these products were primarily sold through offline channels, such as call centers and Banco do Brasil bank branches. Low adoption of Tina's Chatbot. Meanwhile, a significant number of eligible customers were already accessing the portal but were unaware of or not considering protection coverage.
The challenge was to design a digital experience that could:
- Increase conversion of protection plans given the dropout rate of approximately 40% in the funnel.
- Improve customer understanding of the offering
- Scale efficiently within a high-traffic digital channel
This initiative was also aligned with a key business priority: boosting asset inflow, especially in a market where VGBL products had lost attractiveness due to tax changes.
The Challenge
How might we transform a low-awareness product into a clear, trustworthy, and scalable digital journey that drives conversion without human assistance?
Additional constraints included:
- Supporting users with different levels of financial literacy
- Reducing friction in decision-making
- Ensuring scalability for a large user base
Discovery
We used a Lean Inception approach to structure the project, bringing together stakeholders and decision makers in a collaborative workshop. The goal was to quickly align on:
- Business problem
- Solution hypotheses
- Value proposition
- Scope for a testable MVP.
This step ensured early alignment between product, business, and design.
Research & Insights
Before the workshop, we gathered key data points to guide discussions and decision-making. Key inputs included:
Internal data
- Customer intent research regarding protection coverage
- Analysis of eligible plans without coverage
- Asset growth projections
- Operational efficiency gains from digitizing sales
Benchmarking
We analyzed how other private pension providers structure and communicate protection offerings in digital channels.
Personas
We defined representative user profiles based on eligibility and financial literacy levels to guide design decisions.
Solution Definition
At the end of the Lean Inception, we designed the journey and presented high-fidelity wireframes to stakeholders. This step helped us:
- Validate the proposed flow
- Identify improvement opportunities
- Define hypotheses for usability testing.
All feedback was documented and incorporated into the next phase.
Usability Testing
We built a high-fidelity interactive prototype, simulating the real product experience as closely as possible.
The tests focused on:
- Clarity of the value proposition
- Understanding of coverage options
- Friction points in the journey
- Emotional responses during decision-making.
The findings validated key aspects of the journey while highlighting important improvements.
We then prioritized iterations based on user value vs implementation effort, defining a final version that balanced impact and delivery speed.
Launch & Monitoring
After development, the journey was launched to eligible customers within the portal.
We implemented continuous monitoring using both quantitative and qualitative data.
Tools used:
- Power BI — performance and conversion tracking
- Hotjar — behavioral insights
- Microsoft Clarity — session recordings.
This allowed us to continuously optimize the experience.
Results
The redesigned journey delivered strong business and user experience outcomes:
- +15% increase in risk protection conversion compared to existing channels (Chatbot, Customer Service Center and Banco do Brasil branches)
- +8 points increase in NPS
- Growth in cross-selling performance.
Additionally, positive user feedback validated the strategic decision to evolve the chatbot-based experience into a more robust app-integrated solution, expanding reach and scalability.