From confusion to clarity in insurance journeys.

Policyholders could not find their policies, understand claims, or get help without calling, and that reflex was drowning the call center. I redesigned the portal and main site end to end, managing five designers and bridging stakeholders from São Paulo to Zürich, and calls dropped 65% while satisfaction climbed 22%.

Zurich Insurance customer portal shown on a MacBook

Role: Lead UX Designer
Scope: Customer portal, main website
Team: 5 designers, bridging Brazil BU and Swiss stakeholders
Year: 2020

01 Impact

65%Fewer call-center calls

+22%Customer satisfaction

02 Context

Customers struggled with the basics: seeing all their policies in one place, understanding how claims worked, opening a new claim, and getting timely help. Every gap in the digital experience became a phone call, hurting both satisfaction and service costs.

03 What I did

Managed a team of five designers while bridging the Brazilian business unit and headquarters stakeholders in Switzerland, across languages and time zones.
With no budget for traditional research, got creative: shadowed call-center agents and listened to real support calls to map the true pain points.
Centralized policy management into a single platform, with the redesigned site header acting as the customer's hub.
Made the claims journey transparent with step-by-step guidance, an intuitive claim-opening flow, and integrated chatbot support for real-time help.

Information architecture blueprint: wireframes and the full portal sitemap — From call-center audio to architecture: wireframes and the full portal map

The rebuilt navigation taxonomy with clear categories and portals — Navigation rebuilt around customer tasks

Self-serve boleto reissue flow with clear conditions and history — Self-serve boleto reissue, a top call driver

04 The portal

Every policy, claim, and payment in one place, with the status visibility that used to require a phone call.

Meus seguros: all policies, claims, and requests centralized in the portal — Meus seguros: every policy and claim in one place

Claim detail with a transparent step-by-step status timeline — Claims with a transparent status timeline

Pension dashboard with balances and fund performance — Pension: balance and performance at a glance

The new public website: task-first entry points and the Laíz chatbot — The public site: task-first entry points, with Laíz for real-time help

05 Why it worked

The metrics that mattered were operational: a 65% drop in call-center volume and a 22% lift in customer satisfaction. When research budgets are zero, the support line is a goldmine, the calls customers make are the tasks the product fails to do. No budget, hard constraints, stakeholders on two continents: exactly the kind of problem I like being handed.

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