UX Research for banking
Research with insurance brokers for Consorcio, a financial services firm with over a century of history and a benchmark in personal, group and corporate insurance in Chile.
Consorcio
01 · Context
The Challenge
02 · Design
The Solution
Together with Consorcio's Distributor Customer Experience team, we conducted user research (UX Research) that combined Net Promoter Score analysis, surveys, and in-depth interviews. In addition to reports with findings and user archetypes, we delivered added value: the “Your Experience with Consorcio” Persona Kit to support the design and redesign of solutions.
- 01
Analysis of Net Promoter Score (NPS) comments from insurance brokers and study of the indicator.
- 02
50 semi-structured interviews with brokers from different business lines and thematic analysis of qualitative data.
- 03
Cross-referencing qualitative data with survey metrics and validating profiles with account executives.
- 04
Deliverables: Broker User Personas and the “Your Experience with Consorcio” Persona Kit as input for service design and redesign processes.
03 · Participation
My Role
I led the design and execution of the UX Research: defining the methodology, interview scripts, fieldwork, thematic analysis, archetype construction, and designing the Persona Kit. Impact: The artifacts provided the Customer Experience team with insights to prioritize the roadmap based on real indicators, fostered a shared vision among business, operations, actuarial, and technology teams, and helped sensitize technical teams to customer pain points in a highly complex industry.
Qualitative research + artifact design
“The qualitative analysis developed by FREED is of an extremely high standard. In our case, as a financial services company, quantitative data heavily influences decisions. Therefore, it was valuable to have a partner who could provide traceability of the fieldwork, support evidence-based decisions, and offer theoretical foundations for the results. Furthermore, the archetype kit is visually appealing and practical, which was very useful for integrating it into various working groups.”
Giovanni Magnani · Assistant Manager of Customer Communications and Social Media — Marketing, Consorcio
Client
Consorcio
Services
Tools and methods
UX Research · Service Design · NPS · Entrevistas · Análisis de comentarios
Schedule
Facing a similar challenge? Book a 30-min session.
Tell me about your context and let's see how I can help. Choose a time and you will receive a Google Meet invitation.
Chile time (Santiago) · GMT -03:00
Related success stories
Phygital research and omnichannel experience
A study of how brands connect physical and digital experiences through smart packaging, QR codes and omnichannel strategies.
Omnichannel strategy for a regional HUB
Design of the omnichannel experience for HUB Metropolitano, an iCubo UDD project funded by the Metropolitan Regional Government of Santiago to foster local and collaborative economies.
B2B Digital Transformation — Technology Services Company
Co-creation and customer-discovery process for a technology services company that needed to adapt its commercial offering after the context shift caused by social distancing.
Reviews
Did we work together on this project? Leave your review.
No published reviews for this case yet.