My Role

UX/UI + Illustration + Motion + User Research
Company: Caixa Seguradora
Year: 2015

The project

Caixa Seguradora wanted to launch the first brazilian insurtech that would sell auto, home and life insurances completely online, and make a revolution in the way people usually buy insurance in Brazil. They put people together since May, 2015 and in April 4th, 2016 we are selling the first insurance online: Youse was born.

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Youse was the first brazilian insurtech that empower customers to choose plans of insurance the way they want, customized and personalized, user centered, without any kind of intermediate

PRoduct vision

The project started at the first semester of 2015 in Brasilia, but the first insurance was sell at April 4th, 2016. Youse was born with a team with developers, product managers, agile coaches, designers, specialists, human resource and others, people very qualified and easygoing, passionate and inspired to be the first brazilian insurtech. People involved in Youse's launch were very proud of the product we brought to Brazil insurance market in digital, and expect to make a revolution in the brazilians relationships with insurances. The first product launched was the home insurance, then after, auto and life insurance were released.

UX TEAM

UX team was the first to be formed, before Youse has its name. We were a group of 7 designers, with different skills, and in 1 semester we joined workshops of research, we did benchmark of the structures, process and tools team of designers around the world were using, and studied about usability tests, design guidelines for new platforms and cases of digital insurances. Mckinsey was with us to clarify the purpose desired of Caixa Seguradora and to align with us what would be the vision of this startup. Ana Couto team, responsible for the branding creation, was together in the time of the launch.

  UX team at the launch's time:  Aurelio Jota, Frank Abreu, Bruno Capella (Ana Couto team), Livia Holanda, Cesário Monteiro, Virginia Oliveira, Clóves Cardoso, Bruno Mascarenhas (Ana Couto team), Beto Lima and Felipe Ramos (Ana Couto team).

UX team at the launch's time: Aurelio Jota, Frank Abreu, Bruno Capella (Ana Couto team), Livia Holanda, Cesário Monteiro, Virginia Oliveira, Clóves Cardoso, Bruno Mascarenhas (Ana Couto team), Beto Lima and Felipe Ramos (Ana Couto team).

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DESIGN PROCESS

At the time of the launch, all the designers efforts were in the same product, designing institutional pages, social media and endomarketing material, creating proto personas, making research and tests with potential clients in the streets, and working in a consistent conversion flow that could be used for another products. Besides that, Beto Lima, Bruno Capella and me were focused also in the first drawings and iconography for assistances and coverages of the products. 

MVP ILLUSTRATIONS 

We did a lot of benchmarking of directions we want to take for our drawings. After a lot research, we chose a simple style to follow and adapt in our platforms. After that, Beto Lima and me drew every illustration we need for the launch of Youse. 

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Here are some examples of drawings Beto and I did for the Youse's launch. They illustrate coverages as Senior Assistance and Pet Help. We've done more than 70 drawings and reduced forms (to serve as icons in some contexts) for several coverages and assistances.

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My path in Youse

On July, 2016, Youse moved to São Paulo, and at the UX team grew up. Before that, I was part of Pos Sale Squad, Life Insurance Squad and Institucional team. When in SP, I joined the Mobile Squad, the team who would develop the Youse application experience. I was focused in create new features and improve the app we had, that was developed by another company. 

  First UX team in São Paulo : Clóves Cardoso, Beto Lima, Livia Holanda, Bruno Capella, Suzi Sarmento, Aurélio Jota, Frank Abreu, Cesário Monteiro, Bruno Gaspar.

First UX team in São Paulo: Clóves Cardoso, Beto Lima, Livia Holanda, Bruno Capella, Suzi Sarmento, Aurélio Jota, Frank Abreu, Cesário Monteiro, Bruno Gaspar.

Once in Mobile Squad, I had the opportunity to learn guidelines for mobile application and how to validate features with users, testing the low fidelity prototype version before designing interface.  I did some wearables experiences too (images soon).

 

During this period, we're very proud that our app was at the top of the App Store 2 times! :)

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In 2017, I was part of a new product squad that was discontinued. Besides, I was the designer responsible for Youse Trips experience


YOuse in 2018

Nowadays, 3 years later, Youse' squads are divided by step of the user journey. I'm the designer responsible for conversion online. My job is to study the metrics of the actual sales platform, analyze pain points, discover users needs to improve web flow of conversion and to design native flows in the app. We are implementing new features now, based in data input.

And when I'm not focused in squad tasks, I'm thinking about micro interactions and motion that could make the experience more delightful and sexy, as this refresh to pull Debora Dias and I experimented last year.

  Follow me in dribble  to see more of this kind of work.

Follow me in dribble to see more of this kind of work.

I try to be updated about what insurtechs around the world are doing to innovate, and always testing better ways to make the buying step more easy and enjoyable, reduce interaction's frictions and make it happen without any kind of difficulty. For that, I believe it's fundamental to be in touch with real users. Every new feature I design uses to be tested and validated with clients or potential clients.

At the beginning of the year, the Design team is formed by this beautiful people:

  UX team 2018 (left to right):  Livia Holanda, Camila Rocun, Alessandra Calazans, Cloves Cardoso, Matheus Barro, Aurelio Jota, Debora Dias, Bruno Gaspar, Elisabet de Marco, Cesário Monteiro, Anderson Silva, Bruno Capella, Natasha Zito, Frank Abreu, Roberta Castellano.

UX team 2018 (left to right): Livia Holanda, Camila Rocun, Alessandra Calazans, Cloves Cardoso, Matheus Barro, Aurelio Jota, Debora Dias, Bruno Gaspar, Elisabet de Marco, Cesário Monteiro, Anderson Silva, Bruno Capella, Natasha Zito, Frank Abreu, Roberta Castellano.

USERS INSIGHTS AND NEW ILLUSTRATIONS

In 2018, 3 years after the launch, Youse's illustrations are being replaced. Before a deep study and research with users and clients about the version of launch, Debora Dias, our amazing illustrator, is drawing the brand new illustrations, with components and very useful guides. Soon, it will be in all over of Youse materials, online and offline. Wait to see it, because we are very exciting about this work!

Want to know more?

I'm very proud of being part of Youse since the very beginning. If you want to know more about the whole history, or talk about the lessons we've learned all this time, or just share experiences, I'm very open to talk about it! :)

You can know Youse in web or download the app in Google Play or Apple Store.