01 · Context
The challenge
Zurich Santander is one of the largest insurance alliances in Latin America, serving over 1.5 million customers across Mexico, Argentina, Brazil, Chile, and Uruguay. When a customer needed to file an insurance claim — often during one of the most stressful moments of their life — the existing digital experience was fragmented, confusing, and generated a high volume of support calls.
The business problem: customers were abandoning the claims process or calling support instead of completing it online — creating massive operational costs and a poor experience at the worst possible moment for a user.
The scope covered three platforms: a mobile app (iOS and Android), a web portal, and a desktop claims management system for internal use.
Claims portal login — "Tu seguridad en tus manos"
02 · Process
Research & discovery
I led the UX strategy applying Design Thinking to understand where — and why — users were failing across all touchpoints.
Discovery: Conducted user interviews, contextual inquiry, and analysis of support call transcripts to map exact friction points. Most users couldn't understand the legal language in the forms, didn't know what documents were required upfront, and received no feedback on claim status after submission.
Definition: Mapped the full service blueprint — front stage (user experience) and backstage (operations) — to understand the systemic causes. Prioritized three critical failure points: form comprehension, document requirements clarity, and post-submission anxiety.
Design: Redesigned the IA, simplified form language using plain language principles, introduced progressive disclosure to surface only relevant fields at each step, added proactive guidance, and built a clear claim status tracker.
Web portal — Home, About, and Claims reporting sections
03 · Mobile App
A complete insurance experience in your pocket
The redesigned mobile app gave users a single place to view all their active insurance policies, manage their coverage, and initiate or track claims — without ever needing to call support.
Key decisions: a clear dashboard with policy status at a glance, a simplified onboarding for new insurance products, and proactive notifications to guide users through next steps.
Mobile app — My Policies, Contracting, Gadget Protection, and Policy Details
04 · Claims Flow
Making the hardest moment feel simple
The desktop claims management flow was completely restructured. The original process required users to navigate multiple disconnected steps without context. The redesign introduced a clear three-step architecture: Report → Complete → Track.
Each step shows only what's relevant at that moment — no overwhelming forms, no legal jargon upfront. Document requirements are shown before the user starts, not mid-process. A confirmation screen with a claim number and clear next steps replaces the original "submit and hope" experience.
Desktop claims flow — Confirmation, Personal data, Documentation, and Claims management
05 · Results
Measurable impact
The redesigned experience drastically reduced the need for human support. Users could now complete their claims independently, understand what was happening at each step, and feel accompanied throughout the process — even during stressful situations like reporting an accident or health incident.
The claims process going from confusing and abandonment-prone to a clear, step-by-step flow with status tracking was the single biggest driver of the 40% support call reduction.