Product Strategy & Service Innovation
Designing a digital wellness ecosystem that transforms insurance from moments of need into everyday value.
Led the product design team in the design and redesign of digital channels — including the wellness app and the redesigned client virtual office — integrating four departments end to end.
Seguros Bolívar wanted to extend the customer relationship beyond claims and stand for everyday wellbeing — for both customers and non-customers.
A validated prototype defined the MVP scope and established health service processes ready for deployment, addressing daily wellness needs and motivations.
Insurance companies typically engage with customers only when they purchase a policy, renew coverage or experience a claim. This transactional relationship limits long-term engagement and reduces opportunities to create continuous value across different insurance products.
Seguros Bolívar aimed to evolve beyond traditional insurance by creating a digital wellness ecosystem capable of connecting multiple business lines (Health, Home, Auto and Business Insurance) into a single experience that supports customers throughout their everyday lives.
The challenge was to define a scalable product strategy that balanced customer needs, business objectives and operational feasibility while creating a compelling reason for customers to engage with the brand beyond insurance coverage.
We designed the strategic vision, service ecosystem and MVP for a digital wellness platform that connects preventive services, personalized experiences and insurance products into a single customer journey.
Starting from user research and business strategy, we defined the product architecture, prioritized capabilities and designed an integrated experience that enables customers to manage their wellbeing while strengthening engagement across multiple insurance products.
The result was a validated product concept that established the foundation for a new customer relationship model based on continuous value instead of episodic interactions.
From problem space to live service.
Reframing the Role of Insurance
Explore customer expectations, business ambitions and market trends to redefine how an insurer can create value beyond traditional coverage.
- · Customer Interviews
- · Jobs-to-be-Done
- · Market Trends
- · Competitor Benchmark
Designing the Ecosystem
Shape the business model, service ecosystem and product architecture required to deliver a seamless wellness experience across multiple insurance lines.
- · Business Model
- · Service Ecosystem
- · Information Architecture
- · Concept Definition
Bringing the Experience to Life
Translate the strategy into an intuitive digital experience through iterative prototyping and validation.
- · UX/UI Prototype
- · Agile Methodologies
- · User Story Map
- · Usability Testing
Enabling Business Transformation
Prepare the organization to launch the solution by aligning business, technology and operational capabilities.
- · Service Blueprint
- · Metrics & Analytics
- · Deployment Handover
- · Operational Alignment
- Expanded the insurer's value proposition from insurance products to a holistic wellness ecosystem.
- Unified four business lines—Health, Home, Auto and Business Insurance—within a single customer experience.
- Prioritized everyday engagement over episodic insurance interactions.
- Designed the MVP around customer needs while balancing business value and implementation feasibility.
- Connected digital product strategy with service operations to enable scalable delivery.
