With the corporate restructuring of the partnership maintained between BB Seguros, the holding company that consolidates Banco do Brasil's insurance business, and MAPFRE Brasil, a Spanish-origin company specializing in the insurance market, Brasilseg is born.
Brasilseg operates in the branches of Rural, People (Life and Lender), Mass Market (Residential, Business, and Other Mass Market), and Housing. It is composed of the holding company BB MAPFRE Participações S.A. and its subsidiaries Brasilseg Companhia de Seguros and Aliança do Brasil Seguros S.A.
Currently, it is the leader in the ranking of Brazilian insurers, considering the branches in which it operates, with R$ 15.77 billion in premiums issued in the accumulated period from January to December 2022; and a market share of 19.5%, which is the best result in its history.
With headquarters in São Paulo (SP) and a Relationship and Business Center in Franca (SP), the company also has a sales team distributed throughout Brazil. The company has approximately 2,100 employees, all dedicated to taking care of people and protecting what is valuable to them.
Recently, Brasilseg has received recognition as one of the Best Companies to Work for, by Great Place To Work (GPTW), for the 4th consecutive year. This achievement reinforces our solid culture and principles, which guide our behaviors and support our purpose, highlighting what we do best!
With products mainly sold in Banco do Brasil branches and its digital channels, the company is present in 33,843 service points across the entire national territory.
CHALLENGE
I was responsible for updating this portal daily for the company's consultants, as well as taking care of the entire product development.
Year
2020-2023
My Role
Product Designer and Front-End
The process
O Design Thinking is an iterative process, which means you can go back to any of the steps if necessary. It's a flexible approach that puts user needs at the center of the problem-solving process, which often results in more effective, customer-centric solutions.
Discover
insight into the problem
- Benckmark
- CSD
- Interviews - NPS
Define
the area to focus upon
- Journey and Flow
- Business Insights
Develop
potencial solutions
- Wireframes
- Prototype
- Usability Tests
Delivier
solutions that work
- Definition
- Documentation
- Monitoring of Product and Business Metrics
The Communication and Marketing department's strategy is based on 3 pillars of action.
Institucional Communication
Guarding the image and reputation of the brands, aligning them with their positioning and areas of operation.
- Promote the positioning of the BB Seguros brand through various communication platforms.
- Press
- Social Media
- Influencers
- BB Seguros Portal
- Sponsorships and Events
Marketing Communication
Promote the promotion of our products with the aim of fostering business in bank branches and digital channels.
- Conduct marketing campaigns and define media strategy;
- Advertising Campaigns
- Performance Desk
- Press
- Social Media / Influencers
- BB Seguros Portal
- Sponsorships and Events
- Provide support for projects and actions in the area of clients and alternative channels.
- Relationship Strategy
- Materials for Clients and Network
- Merchandising
- BB Seguros Portal
Commercial Network Communication
Promote the dissemination of relevant information to the commercial network with the goal of boosting sales and strengthening consultants' relationships with agencies and clients.
- Promote the commercial network as an insurance expert through communication;
- Consultants' Portal
- Supporting Materials
- Commercial Meetings
- Provide communication materials to support the commercial networks.
- Training Videos
- Newsletters
- Social Media, Press, and Performance Desk Materials
- Merchandising
+1.125
Delivered Materials
Helcards, Training Videos, Email Marketing, Sales Script, GIFs, Knowledge Pills, Stay Informed, E-Learning, Presentations
+560
Paid traffic
For the company's main products: life, home, commercial, and rural.
Developed by Google Ventures in partnership with Digital Telepathy, the HEART framework is a model that involves a set of metrics focused on User Experience (UX).
Using hypotheses of CustomerEffort Score (CES) metrics to facilitate sales consultants in their daily journey.
RESULT
The portal was a version of the intranet for the Commercial Directorate, which was initially used with a SharePoint version. It was later redesigned on the Drupal platform via an Extranet.
Credits
Communication and Marketing Management
