Insurance · Service Design · Product
Modul: home insurance, end to end
Journey mapping and redesign for a home-insurance app.
- Role
- Product Designer / Service Designer
- Timeline
- 14 weeks · about 4 months
- Year
- 2023
- Team
- Me + 3 Service Designers / UX Researchers
Mapping the service. Redesigning the moments that matter.
Home insurance · 14 weeks
Journey 03 · Assistance
AS-IS → TO-BE
01 · Discover
02 · Understand
03 · Request
04 · Track
05 · Resolve
Rafael S.
4.9 · 340 serviços
01 — The challenge
The product existed. The experience was scattered around it.
Home-insurance customers moved between app, web, call centre, WhatsApp and branch. Information changed between channels, context was lost in every handoff and, after requesting help, people had little visibility of what would happen next.
- 14
- weeks from discovery to delivery
- 5
- channels mapped together
- 13
- key interface moments documented
02 — Role and team
One design group, complementary responsibilities.
Product Design + Service Design
I worked alongside three Service Designers / UX Researchers. There was no direct management relationship between us: we shared research and synthesis, while each person owned complementary parts of the work.
My contribution
I supported interviews and synthesis, created the personas, mapped AS-IS and TO-BE journeys, facilitated co-creation dynamics and owned the interface redesign, prototype and internal usability test for the key journeys.
03 — Discovery
Research became a shared picture of the service.
Listen
Customer and stakeholder interviews, with support in the research sessions and synthesis.
Make sense
Affinity mapping and behaviour-led personas to show different needs, confidence and channel preferences.
Reframe
AS-IS and TO-BE journey maps, emotion curves, service blueprint and facilitated decision-making in Miro.
Journey 03 · Assistance
AS-IS → TO-BE
01 · Discover
02 · Understand
03 · Request
04 · Track
05 · Resolve
04 — From service to product
The TO-BE journey had to become something people could actually use.
The redesign stayed inside the bank's existing UI Kit, adding only what the journey required: conversational triage, clear coverage, time-window selection, live provider status and a claim timeline. I documented states and behaviour, prototyped the flows and ran an internal usability test before handoff.
Coverage, triage, scheduling and live provider tracking.
Policy · active
Modul Casa
R. Aspicuelta, 220
R$ 26/mês
What's covered
Opening the door and replacing the lock when needed, so you can get home safely.
Labour
R$ 250Parts
R$ 100Not covered
× Digital locks
× Key copies
× Finishing repairs
Locksmith
Pick what works for you
Rafael S.
4.9 · 340 serviços
05 — What the work delivered
A connected view of the service — and a tangible direction for the app.
Service view
Personas, AS-IS and TO-BE maps, emotion curves and blueprint connected customer needs to operational reality.
Product direction
Prioritised opportunities translated the research into principles, flows and a roadmap rather than a static report.
Interface proof
High-fidelity screens and a tested prototype showed how the future service could work in the real app.
06 — Looking back
The strongest design decision was connecting the map to the screen.
What I learned
Service design becomes powerful when the same evidence shapes backstage operations, interface priorities and the words customers see.
How I influenced
I created alignment through facilitation, visible artefacts and prototypes — giving product and design a shared object to critique, decide and improve.
What I would change today
I would connect the journey repository to live product evidence and use AI to accelerate synthesis, detect gaps between channels and maintain traceability from insight to interface — always with human review.