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Insurance & Safety
Users facing emergencies, such as car breakdowns or home incidents, often encountered delays and confusion when contacting Porto Seguro for support. This resulted in frustration, reduced satisfaction, and higher operational costs due to inefficient communication channels.
Design process
UX Research Methodology and Key Insights
Journey Mapping and Interviews: Mapped the user journey and conducted interviews to uncover pain points in the emergency assistance process.
Key Insights:
Users frequently contacted support through phone calls, the most expensive channel for the company.
The lack of a streamlined digital solution contributed to increased costs and lower app engagement.
Development Process
Co-Creation and Collaboration: Collaborated with specialists from multiple teams, including operations, customer service, and digital transformation, to ensure the solution addressed both user and business needs.
Guideline and Pillar Establishment: Defined clear design guidelines to ensure scalability for future features.
Testing and Validation: Conducted usability testing to ensure the feature was simple and accessible, adhering to WCAG standards.
Final Solution
SOS Section in the Super App: Prioritized in-app communication by introducing a dedicated SOS section in Porto Seguro’s super app. This allowed users to select the type of emergency and receive tailored assistance directly through the app.
Reducing Costs and Increasing Engagement: Redirected emergency requests from costly phone calls to the app, reducing operational expenses while increasing user engagement with the digital platform.
Impact
Reduced average response times for emergency assistance by 30%.
Increased user satisfaction by 25%, with positive feedback highlighting the ease and reliability of the new feature.
Decreased the volume of phone calls, significantly reducing operational costs for emergency support.
Reflections and Next Steps
Designing for emergencies requires prioritizing simplicity and reducing cognitive load during stressful situations. The collaboration across teams ensured a holistic and effective solution that aligned user needs with business goals.
Explore AI-driven predictive solutions to anticipate user emergencies and proactively offer assistance, while expanding the SOS section to cover additional types of emergencies.
