Póliza E - Digital Policy Platform
Date
2023
Client
La Equidad Seguros
Product
Digital policy quoting and issuance platform
Role
UX/UI Designer
Context & Challenge
La Equidad Seguros is a Colombian cooperative insurer with strong Group Life (employees) and Collective Auto (fleets) lines. Corporate policies were handled with paper, email, and complex Excel sheets.
Quotes ran on large Excel files understood by only a few experts.
Employee/vehicle data was duplicated across Excel, email, OnBase and internal systems.
Key parameters (diseases, exclusions, BMI, extra premiums) were hard to maintain and audit.
Intermediaries had low visibility into case status and decision criteria.
Mandate: design a platform where intermediaries can quote and issue Group Life and Collective Auto policies in minutes, with rules centralised and easy to govern.
Role & Scope
I worked as UX/UI Designer, owning the core journeys, MVP and user stories for both products.
Mapped Group Life journeys (quote, reconsideration, issuance) and co-designed Collective Auto flows.
Designed navigation for commercial users and parameter administration modules.
Created wireframes and high-fidelity UI for wizards and parameter screens.
Defined MVPs (“Must / Nice / Future”) and wrote user stories and acceptance criteria.
Procces
1. Understanding La Equidad and the domain
Ran workshops with Group Life, Auto, underwriting and operations to map the current process.
Built a stakeholder map (commercial, service, underwriting, product, medical provider).
Reviewed existing Excel templates, conditions and checklists.
Analysed real cases (100+ employees or vehicles) to understand data and risk variables.
2. Mapping the friction
No standard format for quote requests; each intermediary used their own Excel/email.
Employee and vehicle data was re-entered into multiple systems.
Rules (diseases, exclusions, BMI, extra premiums) were stored in unsynchronised lists.
Case status (viability, medical review, reconsideration, issuance) was hard to track.
3. Designing the new Equidad journeys
Designed Group Life quoting and reconsideration journeys across all actors.
Created navigation flows from “Vida Grupo / Autos Colectivos” home to quotes, forms, upload and results.
Designed a parameter admin dashboard (BMI, diseases, exclusions, activities, clauses, conditions, extra bonus).
Built guided quoting wizards: data upload, parameter setup, validation and quote confirmation.
Strategic Design Decisions
Created a single parameter module to centralise rules for Life and Auto (diseases, exclusions, BMI, extra premiums, vehicle values).
Replaced unstructured email/Excel with guided quoting wizards and standard data templates.
Turned complex rules into visual tiles/cards (e.g., “Diseases & surgeries”, “Special conditions”) editable by business users.
Added bulk upload with inline validation for employees and vehicles to catch issues early.
Outcomes
Reduced time to generate an initial quote from 2–3 days to ~30–45 minutes once data was structured.
Cut rework and corrections in underwriting by ~30–40% thanks to cleaner data and centralised rules.
Enabled commercial teams to handle more corporate quote requests with the same headcount.
