Davivienda Bank
Simplifying Insurance for Urban Cyclists
Davivienda Bank and Seguros Bolivar, two of Latin America’s largest financial and insurance institutions, aimed to make micro- insurance accessible to everyone, regardless of income, but struggled to identify the right audience and approach.
Our goal was to determine who the micro-insurance would target and what it would offer. We analyzed Colombian consumers, their needs, and their perceptions of micro-insurance. Our research highlighted cyclists as the segment with the greatest potential, inspiring us to design a tailored micro-insurance product to meet their specific needs.
Provided Expertise
Service Design | UX Research | UI Design | Product Strategy
My Role
Project Manager - Service Designer
Davivienda Bank - Seguros Bolivar
Two of Latin America’s largest financial institutions, offering banking and insurance services.
Outcome
DaviRuedas Micro-insurance Concept: Designed a customizable micro- insurance solution for cyclists, integrated into the Davivienda app. This solution addresses key needs such as theft protection and maintenance support while providing constant physical and financial security through partnerships with establishments, individuals, and events, ensuring cyclists have access to useful services as they navigate the city.
-
Developed a detailed blueprint to map the entire ecosystem and guide the implementation process.
-
Developed a high resolution prototype following the bank’s design system to ensure seamless integration and an intuitive user experience.
-
Tested the MVP through focus groups and co-creation sessions to ensure alignment with user expectations.
Design Process
Discovery
-
Focused on understanding cyclists’ needs, pains, and daily challenges using interviews, surveys, and generative sessions to gather insights into behaviours and concerns.
-
Created detailed user profiles that laid the groundwork for the next stages of the project.
Ideation & Prototyping
-
Facilitate ideation workshops to co-design the ideal micro-insurance features with cyclists.
-
Developed and tested low resolution wireframes through paper prototyping, allowing users to engage with the experience and provide feedback.
%201.png)
Key Learnings
The main lesson I learned from this project was the importance of balancing user needs with feasibility. While we often came up with ideas that perfectly addressed cyclists’ pains, we had to let go of many because they weren’t financially sustainable for the company. This made it even more evident that, no matter how well a solution aligns with user needs, it must also align with the company’s resources and capacity to ensure it is feasible and impactful in the long run.
All intellectual property rights of this project belong to Banco Davivienda S.A