From a Generic Funnel to a Personalized Experience

Service Design + Design Thinking

1. Empathize: Research Beyond the Numbers

Instead of just looking at analytics, I applied a Service Design approach to understand the entire ecosystem:

Complete Customer Journey Mapping

• Mapped the 11 key moments: from detecting the need to renewing or canceling
• Identified all touchpoints between the user and the company
• Discovered that other channels were competing for the same sale

Multifaceted Research

• Competitive analysis: 9 direct competitors + international references
• Mass surveys: 221 prospects + 337 current customers
• In-depth interviews: 12 people to define archetypes

2. Define: Three User Types, Three Strategies

Three clear archetypes emerged from the research:

• Hunters (48%): Only care about price and speed
• Copilots (30%): Seek security and confirmation
• Scientists (22%): Need to understand all the details

Each group had specific pain points that required different solutions.

3. Ideate: Objective Prioritization with RICE

To avoid subjective discussions about what to change first, I implemented the RICE framework:

RICE = (Reach × Impact × Confidence) ÷ Effort

Result: 19 initiatives objectively prioritized, with “eliminating unnecessary screens” as issue #1 (RICE index: 10,464).

4. Prototype: Modular Solutions

Solution 1: Simplified Flow (from 5 to 3 screens)

• Used license plate as starting point
• Only asked for additional data if not in database
• Impact: 48% reduction in friction

Solution 2: Hick''s Law Applied (from 34 to 12 options)

• Grouped by deductible and price
• Showed only the 4 best-selling per group
• Option to see all available
• Impact: 65% less cognitive load

Solution 3: Redesigned Cards

• Information prioritized according to user preferences
• Integrated explanations of technical terms
• Mobile-first design