Redesigning Insurance Products for Consumer Trust
This project was developed by Daniela Vélez while working at Lexia Abogados in Colombia, showcasing a successful application of legal design within a dynamic Latin American market.
The success of the project was driven by a truly multidisciplinary team, bringing together experienced lawyers and designers. This collaboration was essential to ensuring that every solution was not only legally sound and compliant but also intuitive, user-friendly, and aligned with core human-centered design principles. This project exemplifies how legal and design expertise can merge to achieve superior consumer protection and business results.
Challenge
Seguros Mundial, a leading insurer in the Colombian market, recognized a critical gap between their brand values (approachability, clarity, trust) and the actual customer experience with their legal documentation. Insurance policies (for home, equipment protection, and property rental) were dense, complex, and difficult to understand, leading to customer frustration, a high volume of service calls, and negative impacts on customer retention and the Net Promoter Score (NPS).
Furthermore, the company sought to establish a strategic position with the financial regulator. They needed to demonstrate a proactive commitment to consumer protection and be recognized as an innovative market leader willing to raise the industry standard for clarity.
Approach
We implemented a comprehensive, human-centered design process to transform the legal documentation into a transparent and intuitive customer experience.
Discovery
We began by immersing ourselves in the customer experience to identify pain points.
Document Audit: We conducted an exhaustive review of existing documentation to flag points of friction, ambiguous language, and visual hierarchy failures.
Customer Experience (CX) Analysis: We analyzed data from calls, complaints, and satisfaction surveys to map the Customer Journey from purchasing a policy to filing a claim, isolating moments of maximum confusion.
Ideation
With defined pain points, we focused on co-creating clear and user-friendly solutions.
Co-creation: We held internal sessions with legal, commercial, and customer service teams to define a new brand tone of voice and establish clarity standards for the new documentation.
Document Simplification: We applied plain language and information design principles to restructure and simplify the text across all policies.
Proactive Regulatory Strategy: We designed a new communication model for the regulator, presenting the changes not just as internal improvements but as a public commitment to consumer protection.
Prototyping and Refinement
The new policies were tested to ensure their effectiveness and compliance.
Legal and Regulatory Review: We validated that the redesigned documentation maintained legal validity and met all requirements from the Superintendencia Financiera de Colombia (the financial regulator).
Usability Testing: We conducted tests with real customers to ensure the new designs were faster to read and that critical information was easy to locate and understand.
Solution
The project resulted in the complete redesign and optimization of the insurer's key documents, fully aligning them with a customer-centric focus.
Humanized Policies: We created new home, equipment protection, and rental insurance policies featuring a modular design, strategic use of icons and graphics, and a clear visual hierarchy that prominently highlights customer rights, duties, and exclusions.
Brand Clarity: We unified the visual presentation and tone of voice across all documents, reinforcing Seguros Mundial's image as a transparent and trustworthy brand.
Consumer Protection Packages: We delivered a specialized communication strategy for the regulator, streamlining the review process and showcasing the company's leadership in the sector.
Impact
The redesign significantly improved the customer experience while generating tangible benefits for the business and the company's strategic positioning.
Customer Satisfaction: Increased NPS and significant improvement in customer satisfaction survey results.
Brand Positioning: Recognition for the brand as an innovative leader and pioneer in simplifying insurance products within the Colombian market.
Regulatory Relations: Improved relationship with the financial regulator, streamlining the approval of new products and setting a precedent for consumer protection.
Operational Efficiency: Optimization of insurance products by simplifying documentation, which reduced errors and decreased the time customer service teams spent clarifying questions.