Transforming the Digital Insurance Experience
Lorena Maceratesi
Transforming the Digital Insurance Experience
Service Blueprints Align Teams Around UX Strategy
By mapping out the entire service ecosystem, stakeholders from business, tech, and design aligned their efforts. This led to a more strategic UX approach, helping Mercantil Andina maintain continuous improvements beyond the initial redesign.
Establishing a UX Chapter for Long-Term Impact
To mature UX within the company, I led the creation of a UX Chapter, bringing together designers and researchers in regular meetings to align on best practices, share learnings, and define the vision for UX & Product strategy. This initiative helped systematize design processes and foster cross-functional collaboration.
Optimizing and Systematizing Design Processes
Scaling UX meant smoothing out inconsistencies across different touchpoints. I helped standardize processes, implementing design documentation, component libraries, and streamlined workflows that improved efficiency and reduced redundant work.
Implementing UX Governance & Best Practices
Beyond solving immediate UX issues, I introduced UX governance, ensuring quality control, accessibility standards, and continuous learning within the team. This created a foundation for sustainable UX growth, even as the company scaled
The Challenge
Mercantil Andina, an insurance provider in Argentina, aimed to digitally transform its user experience. However, their customer journey was fragmented, causing inefficiencies and frustration:
Inconsistent UX across platforms (web, mobile, chatbot).
Complex policy documents, difficult to read and access.
Slow onboarding and lack of clear user guidance.
Heavy reliance on human support, leading to customer service bottlenecks.
My Approach: Research, Strategy & Execution
As a Fractional UX & Product Lead, I led a 4-month UX audit and service design strategy to uncover key issues and propose scalable solutions:
Research & Discovery – Stakeholder interviews, heuristic evaluations & service blueprints.
UX Strategy & Optimization – Redefining policy structure, chatbot flows & omnichannel experience.
Implementation & Execution – Prioritizing accessibility, usability & engagement-driven improvements.
Key UX Insights
We identified 110+ pain points, categorized into:
Digital Experience Gaps – Web, mobile, and chatbot inconsistencies.
Communication Barriers – Fragmented interactions affecting user trust.
Complex Policy Documents – Legal-heavy content overwhelming users.
Conversion Drop-offs – Onboarding lacked clear guidance, reducing engagement.
Future-Ready UX Strategy
We implemented service blueprints and user journey mapping, aligning business, design, and development teams around a user-centered approach. This ensures sustainable UX improvements beyond the initial transformation.
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Posted Jun 10, 2025
Led UX transformation for Mercantil Andina, improving strategy and processes.
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Timeline
Jan 1, 2023 - Jul 30, 2024
