Seguros Promo - International eSim eCommerce

Summary: In this project, I will address how I contributed to the construction of a product aimed at simplifying the way people can access high-quality internet while traveling.

📔 Overview

Seguros Promo is a company in the tourism sector that operates as a travel insurance plan comparator. One of the company's objectives is to expand its range of products. The management identified a promising opportunity in the market to implement the same product comparison strategy, this time focusing on data SIM card providers for international travel.

🤝 The team

For this project, we assembled a team composed of:

• 🖥 A Product Designer/UX Designer
• 🖋 A Senior UX Writer and Researcher
• 🔬 A Junior UX Researcher
• 👔 A Head of UX Design

I was the Product Designer who contributed to the team. You can find the details of the project below!

🚨 Problem

Before starting the project, we mapped out the main challenges the business would present, along with, of course, the boundaries that the stakeholders would set (to prevent them from becoming detractors). As the company already provided travel SIM cards to specific customers after the purchase of travel insurance, there was a small team of 3 professionals whose level of awareness about the business was high. After a series of semi-structured interviews with these employees, we understood the central challenges to be:

• Answering questions about the service (How to subscribe? Where to get my questions answered?)
• Addressing doubts related to the product itself (How to install? How to activate? Can I make calls? What is the internet limit? Which international carriers are supported?)
• Providing affordable options, ensuring the opportunity to acquire not only a functional product but also the best in the market for that specific trip.

As for the main constraints set by stakeholders, we identified:

• The management's preference for selling eSIM, eliminating delivery logistics, versus the public's awareness of how this modality works.
• Adapting the layout and journey to what already existed on Seguros Promo, even though the chip product has noticeable differences compared to the insurance comparator.

🎯 Objectives

Travelers aspire to explore new places, cultures, and people without worrying about the technical details of their journey, such as their connectivity. Currently, an intrinsic part of the experience involves sharing real-time content produced during the trip. However, for international travel, the traveler encounters a significant problem: it is very expensive to use the data plan offered by their national SIM card. With this in mind, we have defined the central goal:

➡ Provide the best price comparison experience for purchasing an affordable international SIM card that meets all the data needs of the user during their trip.

🛣️ The Process

Goal Definition

Since the business already existed in an embryonic form, with targeted sales to customers who had recently purchased travel insurance, the main goal was to build an autonomous sales flow. Surpass cross-selling based on travel insurance and attract customers exclusively interested in the chips.

You can check the material generated from this process in the FigJam below:https://www.figma.com/file/6eaZJ8kOPY7BlnhEzblEd8/Project-scope-definition?type=whiteboard&node-id=0%3A1&t=TgcYhZnYRBXViIYn-1

Discovery

We started our discovery process by dividing our efforts into two fronts:

• Competitor analysis

For this, we identified the main competitors already operating in the market. Some already had partnerships with the company. Therefore, we were already selling their products and had some knowledge of their operation. The objective of the analysis was to understand market best practices, common strategies for layout, journey, and sales, and also to identify blind spots that we could explore with our business.

• Stakeholder interviews

We conducted a round of individual interviews with directors, planners, and key decision-makers. The interviews aimed to understand the future vision for the business and define what would be a successful product at the end of the process.

After these two steps, the next one was to put together all stakeholders in the making of a CSD matrix. We held this moment by asking everyone to participate in the joint production of teh matrix while we, from the discovery team, did not yet include the conclusions of the previous steps in this phase. We allowed others to freely include their impressions about the market, the audience, the product, and the business.

Finally, we gathered all the data collected to start working on the product itself. Before that, we defined the project scope and a delivery schedule. Based on the collected information, we understood that the mission was to create a MVP with similarities to what we already had in travel insurance.

You can check the material generated from this process in the FigJam below:

https://www.figma.com/file/lNgmqmP25kFm96ksSGm7D6/Discovery-Chip?type=whiteboard&node-id=0%3A1&t=ANs5WAPeX1UMhIoJ-1

• Competitive Analysis

For this analysis, we identified the main competitors already operating in the market. Some of these competitors already had partnerships with the company, and as a result, we were already selling their products and had some knowledge of their operations. The goal of the analysis was to understand market best practices, common strategies for layout, user journey, and sales, and to identify blind spots that we could leverage with our business.

• Stakeholder Interviews

We conducted a series of individual interviews with directors, planners, and key decision-makers. The objective of these interviews was to understand the future vision for the business and define what would constitute a successful product at the end of the process.

After these two steps, the next was to facilitate a dynamic session involving all stakeholders. We organized this session by asking everyone to participate in the collaborative creation of a CSD matrix. At this point, our discovery team had not yet included the conclusions from the previous steps in this phase. We allowed others to freely include their impressions about the market, the audience, the product, and the business.

Finally, we compiled all the gathered data to begin working on the product itself. Before that, we defined the project scope and a delivery timeline. Based on the collected information, we understood that the mission should be to create an MVP similar to what we already had for travel insurance.

You can review the material generated from this process on the Figma Jam below: https://www.figma.com/file/lNgmqmP25kFm96ksSGm7D6/Discovery-Chip?type=whiteboard&node-id=0%3A1&t=ANs5WAPeX1UMhIoJ-

Ideation

The ideation phase was the moment to bring all the planning and discoveries data. First, we defined the website journey according to the existing journey in Seguros Promo. Then, our Product Designers started sketching and drafting layout ideas that followed market trends and simultaneously satisfied the stakeholders' vision. Even before the designated time in the schedule, we already had our first wireframe, which followed both the desired structure by the company's management and a layout familiar to the market.

From there, I defined the content and hierarchy of the page sections. This page should function as both a landing page and a conversion homepage. I addressed the main user pain point, identified early in the process, and built the communication based on informative texts. The intention was to address the many questions that arise when purchasing an international travel SIM, using the answers to these questions as objection breakers. I also chose to include CTAs in all sections to increase our conversion chances.

See how this process was constructed:

https://www.figma.com/file/U0ipSC6sLwzcsHIcdybXa9/Chip-de-Viagem?type=design&node-id=25%3A386&mode=design&t=ru9NGTJb139MYH3Z-1

Prototype

The next step was to build a usable prototype to present to stakeholders. Since our data indicated that about 80% of access comes from mobile devices, the entire production process followed the mobile-first rule. Additionally, as this is a product of Seguros Promo, we maintained the brand's Design System in this product as well.

You can access the prototype here: https://www.figma.com/proto/U0ipSC6sLwzcsHIcdybXa9/Chip-de-Viagem?type=design&node-id=57-2349&t=ziyfA3GkzEuikQxl-1&scaling=min-zoom&page-id=25%3A7019&starting-point-node-id=57%3A2349&show-proto-sidebar=1&mode=design

⚡️ Results and Learnings

After the official launch of the product, we observed the results in orther to learn from them.

In general, the team considered the process a positive work, because it was possible to apply various UX Design concepts in building the product. It is true that, even though we had mapped them, some detractors emerged. The deadline was modified during the discovery phase, which prevented us from continuing with some relevant steps such as user interviews and creating an empathy map. The company's management also preferred that some of ideas we suggested, even though based on research, were not immediately applied to become tests for the future. Even those changes in planning did not prevent us from achieving significant and satisfactory results for the business:

• 📈 Sales, which were previously handled by a team of 2 salespeople and 1 supervisor, were now able to scale. The page also made the issuing of eSIMs easier and faster. It was previously a 100% manual process.
• 🔢 The total number of sales jumped from 314 in June 2023 to 618 in August 2023.
• ⚡️ We saw an increase in conversion rates, and the average daily sales doubled, from 10 in June 2023 to 20 in August 2023.
• 💵 There was also an increase in the average ticket size, which was R$238 and increased to R$350.

With these good results, it is clear that the discovery and strategic UX processes are essential for creating successful products. I am proud to have been part of the team that made another Seguros Promo product possible!