Simulator | Bradesco Seguros
Creation of the new flow for Pension Simulator
In early 2018, the Agile development team at Bradesco Seguros was tasked with analyzing and revamping the "Simulate and Contract Pension" feature in the Bradesco app. This feature had a low conversion rate and had received numerous user complaints regarding the user experience.
Objectives
- Improve the user experience of the simulator feature in the Bradesco app;
- Encourage the use of the simulator and consequently increase the number of private pension plan enrollments through the Bradesco app.
Preliminary Research
Before starting the co-creation process, we conducted a preliminary research to gain a deeper understanding of the current context. The steps were:
- Benchmarking of competitors' simulators in the market;
- CSD matrix to help us to define the scope of the challenge;
- Heuristic analysis of the simulator flow in the mobile version for Bradesco Seguros Website.
With agile processes being implemented in the teams, it was possible to put Lean UX into practice, continuously and divided into 4 well-defined stages, to facilitate problem-solving and ideas generation process.
We had an aggressive launch date, so we started a two-day workshop with 10 participants from business, information technology, and digital solutions areas. The objective was to identify more problems and define improvement hypotheses.
In the following days, with the problems mapped out and various improvement hypotheses defined, along with data analyses, benchmarking, and empathy mapping completed, we established the UX/UI guidelines and began creating wireframes.
User Experience
- Separate the simulation and enrollment experience into stages
- Categorize questions in a way that makes the user journey logical
- Indicate the stages of the entire process using steppers
- Provide clear and immediate feedback to prevent errors and frustrations
- Explain the formatting requirements of fields with input tips
- Use more didactic, clear, and objective languag
User Interface
- Provide a clear, simple, and intuitive interface
- Communicate in a didactic and transparent manner
- Combine actions with icons. Be more visual
- Use the correct field type for each piece of information
- Avoid using low-contrast or minimally highlighted text
We used the colors and icons defined by the Bradesco app style guide.
Final Result
- Clean, direct, and visual interface that translates the theme in a didactic way for customers;
- On the home screen, the user can choose whether to proceed with the simulation or enrollment flow;
- On the simulation results screen, it is possible to adjust the values, allowing for alignment with the customer's expectations;
- On the beneficiaries screen, you can view all registered beneficiaries in one place. This makes it much simpler to allocate the total percentage related to the pension values among them.
The project had a duration of 3 months. The team managed to meet an aggressive goal with high quality, placing the user at the center. In the first month after launch, the feature showed the following results:
- A 40% increase in the number of simulations;
- A significant reduction in the complaint rate in customer service channels.