Caixa Seguradora (insurance) | 2017
My Role

UX solo (Deloitte’s Squad)

  • Contextual Inquiry
  • Affinity Mapping
  • User flows
  • Wireframes
  • User Interface


As part of Caixa Seguradora’s digital transformation, customer services needed improvement. With all customer data spread across more than 10 systems, the company acquired the Salesforce service module. It would impact the whole company and the end customer. With more than 50 years, legacy systems and all previous processes had to be reinvented to implement Salesforce.

How to offer better customer services by integrating its systems through Salesforce?

The Challenge

Know the actors, tools and their hacks


Design more intuitive flows to prevent human errors and make services faster

The Approach


Turn ideas into a new CRM to deliver better services

04_Go Live | Test | Iteration

By observing the use of the platform, make changes w/ Deloitte’s dev team to evolve the product


Research to know users and processes

The mains actors of this ecosystem were call center/chat attendants, backoffice, end customers and supervisors. Their needs, pains and hacks were mapped by contextual inquiry.

Firstly, I talked to analysts and supervisors to understand their point of view about processes, systems used, tools, metrics and how the department was organised. It was also valuable to actually see screens, reports 📊 and flows presented by them.

Secondly, I had to define how to approach attendants as they could feel comfortable instead of judged or worried about losing their jobs. In Brazil 🇧🇷 , these positions are commonly filled by less financial conditions ones. They would probably try to give the right answers. With that in mind, I chose to observe some attendants, individually, during their routine, and make questions with a simple and curious attitude: they were the specialists and I was learning from the scratch.

👀 There was a challenge to convince supervisors: not to stay together during the research with attendants; not to announce to them we would do a research; actually have the freedom to do the research (I shared all the questions/themes in advance with supervisors).

The third step was to hear recordings 🎧 to understand how the end user behaves in the face of the limitations that appear during telephone service mainly as to wait for minutes for a response because the system is searching for an information. No paper script.

With all the information gathered, affinity mapping visually made themes, trends and needs emerge. The challenge was the challenge was now clearer because I would know exactly where to prioritize.

Deep understanding of tools and behaviours

More than 10 systems analyzed


Tangible ideas for real user problems

At the squad composed by business unit’s representatives, Deloitte’s dev team and I had meetings to define which flows that would be done in each sprint.
Since I was the only ux at the team, my role in this step was to share my suggestions for wireframes and microcopy (buttons, menus, error messages etc). Based on that, the team could
validate it or improve it. ✅
  • More than 20 flows created at Salesforce
  • Automatic retention flow linked to commissioning of attendants
  • Tabs open simultaneously: from 8 tabs to 2 tabs
  • Cancellation and retention with associated reasons – improved reporting
  • Use of dropdown with APIs to decrease address registration failures

Design QA to ensure better experience

In order to make easy-to-understand flows, I wrote specifications and helped colleagues make the documentation for dev team including different possible scenarios.
After handing off designs to the development, Design QA cames in. As the salesforce flows were being developed, I took ownership of the production and also had a voice in the verification process.
04_Go Live | Iteration

Observation to map iteration opportunities

As an iterative process, I observed attendants using the new tool at each new feature Go Live. If anything could be clearer or easier, changes on the UI or copy were done. We also ran a user satisfaction survey to understand their acceptance about Salesforce. Results were impressive. They felt more empowered, confident about using the platform, with more autonomy and spending less time searching for client’s information. Alt Tab was not necessary anymore, because all the client’s information was in a screen.



First contat resolution increase


Average call time decrease


Average call time decrease - for personal data request