PROJECT
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Blindaje Total — Paper-Free Assisted Sales (Branch Channel)
MY ROLE
My Role — Lead Experience Designer
Ledding the end-to-end product design process, from discovery to solution definition and experience strategy.
Working with product, engineering, and regulatory stakeholders to translate insights into product decisions.
Ledding the end-to-end product design process, from discovery to solution definition and experience strategy.
Working with product, engineering, and regulatory stakeholders to translate insights into product decisions.
CONTEXT
Banco Santander México is one of the leading financial institutions in the country, operating under a hybrid service model (digital and branch-assisted).
Through its partnership with Zurich Santander Seguros México, the bank distributes a portfolio of insurance products sold by advisors in branch, including:
• Blindaje Total Santander
• Hogar Protegido Santander
• Vida Multianual
• Vida Recompensa
• Protección de Ingresos
• PPR Insurance
Insurance sales in the branch channel rely on internal platforms used by advisors to quote, administer, and issue policies during assisted interactions with clients.
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Through its partnership with Zurich Santander Seguros México, the bank distributes a portfolio of insurance products sold by advisors in branch, including:
• Blindaje Total Santander
• Hogar Protegido Santander
• Vida Multianual
• Vida Recompensa
• Protección de Ingresos
• PPR Insurance
Insurance sales in the branch channel rely on internal platforms used by advisors to quote, administer, and issue policies during assisted interactions with clients.
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DESIGN PROCESS
Research & Diagnosis ⸻ Ideation Workshop ⸻ Solution & Implementation
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OVERVIEW & OBJECTIVE
Objective
The project initially started as an effort to improve the user experience of the legacy insurance platform (SEG Neurona), which had become technologically outdated and difficult to scale.
Blindaje Total was selected as the first product to intervene at a strategic level, given its high placement volume in the assisted branch channel and its accessible price point, which made it operationally representative of the insurance portfolio.
Legacy Insurance Platform — SEG Neurona
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DISCOVERY PHASE
Discovery
Through field research, shadowing sessions, and interviews with more than 10 branch and Select advisors, we mapped the complete assisted sales process and identified more than 40 operational frictions across quotation, administration, documentation, and validation stages.
These findings revealed that the insurance sales process was constrained by structural limitations in the operating model.
Assisted Insurance Sales — Service Blueprint (AS-IS)
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Key insights
These findings reframed the initiative from a UI modernization effort into a broader transformation of the assisted insurance operating model.
- The sales flow was operationally inefficient and required excessive advisor effort.
- Payment and validation failures reduced closure rate.
- Documentation was fragmented across printed files, system outputs, emails, and offline evidence.
- Physical signatures and manual evidence handling created audit exposure.
- Commercial impact, operational friction translated directly into longer customer wait times, reduced sales fluidity, and defensive selling behavior.
These findings reframed the initiative from a UI modernization effort into a broader transformation of the assisted insurance operating model.
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PROBLEM
Strategic Direction
The redesign focused on four principles:
- Paper free by default Replace physical documentation, printed contracts, and manual signatures with digital evidence and centralized documentation.
- Reduce Operational Friction
Simplify the flow by removing unnecessary steps, consolidating screens, and prioritizing only the information required for quotation and policy issuance. - Transparency in Validation and Status
Expose eligibility results, payment outcomes, issuance status, and operational feedback clearly to advisors. - Enable Assisted Selling
The interface should support advisors during the commercial conversation by presenting coverage, plans, and insured amounts in a structured and understandable way.
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PRODUCT SOLUTION
Solution
We designed Seguros 360, an integrated assisted sales platform for insurance products.
Instead of optimizing isolated screens, the solution consolidated the complete assisted sales journey into a single operational workflow.
End-to-End Assisted Sales Flow
The redesigned platform integrates the key stages of the insurance sales journey.
Quotation
Advisors present coverage options, insured amounts, and plan variations during the client conversation.
Validation
Eligibility rules and validations are executed automatically within the flow.
Policy issuance
The system generates and confirms policy issuance without requiring additional operational systems.
Documentation and evidence management
Contracts, digital signatures, and supporting evidence are generated and stored directly within the platform.
Assisted Insurance Sales — Priorization Matriz (TO-BE)
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TESTING
Validation
Interactive prototypes were tested with branch executives in realistic assisted scenarios.
Testing goals:
Key findings:
These insights informed iterative refinements before implementation.
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Interactive prototypes were tested with branch executives in realistic assisted scenarios.
Testing goals:
- Evaluate clarity of the assisted flow
- Validate comprehension of disclosures and signature steps
- Identify operational friction for executives
Measure task completion time
Key findings:
- Early validation reduced downstream errors
- Simplified document review improved client understanding
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Advisors required clearer system feedback on validation outcomes
- These insights informed iterative refinements before implementation.
These insights informed iterative refinements before implementation.
Useberry User Testing — MVP (ToBe)
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TESTING
Key Product Decisions
From paper evidence to digital evidence
Manual documentation, printed contracts, INE copies, proof of address, signatures, and supporting documents were replaced or reduced through a centralized digital evidence model.
From administrative tool to sales support interface
The platform was redesigned to help advisors explain products during the conversation, not only complete back-office tasks.
From fragmented steps to unified assisted flow Quotation, validation, payment, issuance, and documentation were integrated into a single workflow.
From hidden system logic to visible operational status Validation results, payment status, and issuance confirmations became visible to advisors, improving transparency and decision-making.
From single-product redesign to scalable operating model
Blindaje Total became the first operational model for scaling paper-free assisted insurance sales across additional products.
From paper evidence to digital evidence
Manual documentation, printed contracts, INE copies, proof of address, signatures, and supporting documents were replaced or reduced through a centralized digital evidence model.
From administrative tool to sales support interface
The platform was redesigned to help advisors explain products during the conversation, not only complete back-office tasks.
From fragmented steps to unified assisted flow Quotation, validation, payment, issuance, and documentation were integrated into a single workflow.
From hidden system logic to visible operational status Validation results, payment status, and issuance confirmations became visible to advisors, improving transparency and decision-making.
From single-product redesign to scalable operating model
Blindaje Total became the first operational model for scaling paper-free assisted insurance sales across additional products.
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THE SOLUTION
Desing solution
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BUSINESS AND CUSTOMER IMPACT
Impact (Expected Outcomes)
Pilot Outcomes
Although the legacy platform lacked consistent event tracking and operational analytics, pilot deployments and field validation sessions showed clear operational improvements during early rollout.
Observed pilot outcomes included:
- Assisted sales flow reduced from approximately 25–35 minutes to 12–15 minutes
- Transition from paper-based operations to a centralized digital documentation and signature model
- Reduction of operational friction across quotation, validation, payment, and policy issuance
- Increased advisor confidence during sales interactions
- Improved operational visibility, audit traceability, and payment status tracking
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Reduced advisor cognitive load and increased confidence during assisted sales conversations
Post Pilot Metrics & KPIs
Following pilot validation, the initiative defined a broader set of operational and business objectives to guide future scaling and measurement.
Key objectives included:
- 15% increase in insurance contracting conversion rates
- 40% reduction in assisted placement and policy issuance time
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35% reduction in validation-related operational rework — errors on policy issuance
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85% reduction in physical documentation dependency
- Improvement in payment and issuance operational reliability, measured through CES
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Increase advisor NPS by 15–25 points, targeting a score of 7–8 in the first quarter, followed by continuous quarter-over-quarter improvement.
- 100% digital audit traceability coverage
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Key Takeaway
The challenge was not simply redesigning an interface.
It was redesigning the operating system behind assisted insurance sales, aligning advisor workflows, compliance requirements, and customer interactions into a single digital process.
The challenge was not simply redesigning an interface.
It was redesigning the operating system behind assisted insurance sales, aligning advisor workflows, compliance requirements, and customer interactions into a single digital process.
Thanks
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