INSURANCE · MOBILE APP · DESIGN SYSTEM · 2022–23
Digitized the pension statement experience for nearly 190,000 customers
Replacing a paper-based process with an accessible self-service product validated with a SUS score of 89.
190k
Customers impacted
89
SUS score — 5 users
Paper → Digital
Self-service transformation
New
Accessible Design System component
MY ROLE
UX/UI · Validation
TIMELINE
12 months
TEAM
Product Designer · PO · Engineering team
SECTOR
Insurance · Financial Product · Regulated
CONTRIBUTION
End-to-end Product Design
Context & Opportunity
CONTEXT
Pension customers had to request their statements through customer support and wait for printed documents to arrive by mail. The process was slow, operationally expensive and dependent on manual workflows. The opportunity was to transform this experience into a secure digital self-service product while preserving clarity, accessibility and regulatory compliance.
Why This Matters?
PENSION STATEMENT
Pension statements contain some of the most important financial information customers receive, yet access often depends on slow, manual processes that create unnecessary friction.
WHY IT MATTERS?
By digitizing this journey, customers gain immediate access to information that supports long-term financial planning, while organizations reduce operational overhead, improve accessibility and move toward more sustainable service delivery.
MAKING PAPER INTO DIGITAL EXPERIENCE
Good digital transformation is not about replicating paper on a screen. It is about redesigning the experience around people's needs while balancing regulatory, business and accessibility requirements.
THE CHALLENGES
Negotiate with the design system team a whole new component, arguing accesibility, governance and scalability.
Discovery & Research
Doing desk research, stakeholders interviews and benchmarking international systems, we made invisible parts of aggregation legible — and reframed education and transparency as core product features.
KEY INSIGHT 01 — VOCABULARY GAP
“Most users did not know what Demand Response was.”
→ Education is a product feature, not a support document.
KEY INSIGHT 02 — AGGREGATION IS INVISIBLE
“Users couldn’t understand how their capacity connected to others.”
→ Aggregation must be visual, not numeric.
KEY INSIGHT 03 — TRUST BEFORE ACTION
“Users needed full visibility into incentive calculations before committing.”
→ Transparency and simulation are non-negotiable.
Design Decisions
They became the basis for me to build consistent screens using Figma, bringing real value to the users and still be aligned with business goals.
DECISION 01 — Embed education into the experience
PROBLEM
Users had no mental model of Demand Response.
INSIGHT
Education must live inside the flow.
DECISION
Use contextual explanations at every key choice.
OUTCOME
Concept comprehension rose sharply in testing.
Exploring decision in wireframes before crafting the final screen
Disclaimer: the company went through a full rebranding during the project. I worked with both engineering and design system team to redesign the interfaces. That's why the brand looks different in the wireframes.
Trade-off: the biggest part of user education was built inside Axia's official website. The team built a dedicated page once we understood that, in the marketing plan, this would be users first touchpoint. Big numbers of the program, Q&A and an educational video addressed the insight.
DECISION 02 — Make aggregation visible and tangible
Small reductions combine into one meaningful market offer - Axia is the aggregator of them all. We also showed the offer rules of pricing, scheduling and limit to cancel an offer. This also works as education, exposing how regulation works.
Validation
Through usability tests supported by AI Notes (Copilot), we got into relevant results.
89.5
SUS — Excellent range
5
Participants
Unmoderated
Session type using Maze
3
Tested flows
Business Impact
An entirely new revenue stream from a previously inaccessible market.
FINANCIAL IMPACT
Estimated annual value opportunity exceeding R$1M — a new revenue stream from a previously inaccessible market segment.
R$1M+
Annual value opportunity
New
Business model
First
In Brazil
Engineering partner
Closure
PRIMARY LEARNING
Complex markets require education before adoption. Users cannot participate in systems they do not understand — regardless of how polished the interface is.