Thiago . PD . UX
Website design for product presentation
1. Introduction
About the company and the strategy
Porto Seguro is an insurance company that is expanding its services to include a new dental plan. They already offer other types of insurance coverage, such as health or life insurance, but are now looking to enter the dental insurance personal market.
Compared with the competitors, Porto Seguro is lagging and wants to offer low pricing and big coverage as a highlight.
In summary, how was our conduction:
Question: How the service will offer to the customers?
The business area with the design area defined that we will develop a landing page to show the new service, focusing on mobile-first.
Question: How do the Brazilian competitors offer this service?
The main competitors are already well established in the market and therefore guarantee great coverage to new and old customers. The landing page of each of the competitors will be further explored in the topic focused on the design of the service’s presentation page.
Question: How is the support of the business area?
The business area was mainly responsible for the bureaucratic part and providing the values of the plans, coverage, and benefits, among other information that will make up the landing page and, consequently, what the service offers.
After defining this first stage (understanding the problem), we will proceed to the step of understanding the public:
Empathy.
2. Discovery Phase
The dental service in Brazil
According to the Brazilian Institute of Geography and Statistics (IBGE), about 31.6 million Brazilians have some form of dental plan, which represents approximately 15% of the total population.
Dental plans are private health insurance that covers dental services, such as cleanings, fillings, extractions, and orthodontic treatment.
A study by the Brazilian Association of Dental Plan Operators (ABO- Nacional) in 2020 revealed that the average age of dental plan beneficiaries in Brazil is 39. The research also shows that 61% of the beneficiaries are women and 39% are men.
The Southeast region of Brazil has the highest concentration of dental plan beneficiaries, representing 50% of the total. The South region comes in second place with 20%, followed by the Northeast region with 17%, and the Midwest and North regions with 8% and 5%, respectively.
Regarding income, the research conducted by ABO-Nacional also showed that 44% of the dental plan beneficiaries have a monthly income of up to 5 minimum wages (equivalent to approximately USD 1,100), 28% earn between 5 and 10 minimum wages (USD 1,100 – USD 2,200), and 28% earn more than 10 minimum wages.
Another interesting aspect is that 70% of the beneficiaries use dental plans for preventive treatments, such as cleanings and check-ups, while the remaining 30% use the plan for curative treatments, such as fillings, extractions, and orthodontic treatment.
In terms of satisfaction with dental plans, a survey conducted by the National Agency of Supplementary Health (ANS) in 2021 revealed that 75% of dental plan beneficiaries are satisfied with the services provided by their plan. The main reasons for satisfaction are the quality of care and the convenience of having access to dental services without having to pay the full price.
3. Research Phase
About the company and the strategy
We conducted interviews with two profiles of our customers:
- 6 customers who have a dental plan with competitors;
- 6 customers who do not have a dental plan.
Customers who have a dental plan with competitors
Profile mapping
2 men
38,6 years
1 person from the southern
1 person from the northeast
- Large coverage area;
- Ease of use of the app;
- Great variety of services;
- Very long grace period;
- Sometimes they need to travel great distances to find a specialist;
- Family plans are very expensive
Customers who do not have a dental plan
Profile mapping
2 men
,38,6 years
2 person from the southern
1 person from the northeast
What people without dental insurance said:
- Dental plans are expensive;
- They usually go to the dentist once a year, so they don’t think it’s important to have a monthly cost for a plan;
- They don’t like very long grace periods;
- They have many doubts about the operation of the plans;
- They do not intend to contract a dental plan in the next 6 months;
- They like promotions for new customers.
What can we conclude at this stage:
- The value of the plans is something important to take into account;
- Information about plans needs to be clear from the moment they are presented;
- A large coverage area is essential for the hiring decision;
- It is necessary to have great added value to the service;
- People like to hire and already have the possibility of using at least the basic service.
4. Benchmarking
At this point, we start to see closely our competitors, to see what they have in common between them; what matches our research with the people; and what could we consider putting in our landing page.
First company: Odontoprev
Main highlights:
- Highlighted prices;
- Plans that cover different age groups;
- Contact form under each plan card;
- Easily accessible prices
SulAmérica
Main highlights:
- Highlight for the cheaper plan at the beginning of the page;
- Link to search for the accredited network in the country;
- Section for frequently asked questions.
Amil
Main highlights:
- General information about the plans in the first part of the page;
- Highlight best-selling plans;
- Contact form along with each plan card;
- Division of plans between basic services and aesthetics;
- Plan for corporate clients;
- Section with frequently asked questions.
Bradesco Dental
Main highlights:
- There are no values of the plans, but a link to a quote;
- Sections dedicated to explaining how dental plans work;
- Link to consult network accredited by country;
- More than one call-to-action button for a quotation;
- FAQ section;
- Section with other advantages that the customer acquires when contracting any plan.
Analyzing customer surveys and looking at competitor sites:
- The value of the plans is something important to highlight;
- Describing the general information helps the customer to understand what is included in any plan;
- Using inclusive photos helps in the humanization of the brand;
- Highlight on buttons for contracting/quotation the plans;
- View the FAQ section.
5. Wireframing
After a few rounds of validation with the business area and stakeholders, we had the following wireframe as a result.
At this stage, a lot of real data could already be added to the interface, thus helping to better visualize how the high-fidelity prototype would be built.
6. High Fidelity Prototype
The prototype was built following the premises of the wireframe and using the brand identity in the design.
Presentation
First information about the brand and the service.
Product Differentials
Display competitive advantages and benefits for the customer when purchasing the dental plan.
View of plans
Developed cards with available plans, displaying their values and characteristics.
Information
Button to locate nearby clinics and information about shortages.
Customer Questions
The area dedicated to frequently asked questions by customers.
Footer
Additional information and page footer.
7. Service Purchase Journey
After the validation with the stakeholders and test rounds, the journey of product and purchase was finalized as shown below.
8. Finalization and iteration
At the end of the rounds of tests with users and small adjustments, we were able to present the results to the board, with great success in Discovery and Delivery.
The next step would be interaction with the development team to finalize this phase of the project.
Products and services designed within this new design model do not default to finalization at the end of the discovery and delivery phase. These are new models that help us in continuous improvement and evolution to support the customer at any stage of usability within a system.