Role
Senior Product Designer
SulAmérica
Digitizing medical proposal review and insurance issuance at enterprise scale — centralizing a high-risk, multi-role operation that used to run across spreadsheets, mail, and phone calls.
1,000+screens & operational states
60→25 mintypical proposal analysis time
+93%call connection after WhatsApp pilot
R$9Mreported paper-cost reduction, H2 2022
Business context
The medical proposal review process was fragmented across automated Google Sheets, physical document packages sent by mail, Salesforce dependencies, phone calls, and manual handoffs. Different teams needed different information, permissions, and decisions within the same proposal lifecycle — post-pandemic, under strong cost and risk pressure.
The challenge
Transformation goal
Centralize a high-risk, multi-role insurance operation in one digital platform while improving speed, traceability, governance, and role-based access.
Insurance analyst
Reviews documentation and eligibility — needs weekly and monthly throughput visibility across the team.
Client company
Submits documents and health declarations for their own employees — a simpler, guided step-by-step surface.
Broker
Tracks open proposals, pending documents, and pending health declarations across their client book.
Discovery and product strategy
- Mapped current-state workflows, dependencies, manual controls, and exception paths with stakeholders
- Benchmarked CRM and enterprise workflow products
- Worked continuously with business, operations, technology, healthcare specialists, and audit stakeholders
- Designed role-based journeys and permissions to preserve privacy and reduce cognitive overload
- Released functionality incrementally as MVP modules so users could adopt the platform as it evolved
Experiment — improving nurse contact rates
Nurses had three attempts to call applicants and validate the Personal Health Declaration. Unanswered calls could send a proposal back to an earlier stage and leave it unresolved for a day or more. We piloted a WhatsApp message sent before the phone call — a reported 93% increase in answered calls, and better continuity in the health-review workflow.
Design and delivery
- Designed 1,000+ screens and states across documentation, health assessment, fraud review, queues, statuses, and exception handling
- Created and extended components within SulAmérica's emerging Design System
- Translated manual controls into role-based digital workflows and traceable decision states
- Partnered with Engineering and Product through refinement, testing, release, and iteration
- Supported continuous production releases rather than a single big-bang launch
Outcome
- Typical proposal analysis reduced from about 60 minutes to a maximum of ~25 in the improved flow
- Fewer delays caused by unanswered health-validation calls
- Previously fragmented tools, spreadsheets, documents, and manual handoffs centralized into one platform
- Improved traceability, governance, and fraud-review visibility
- Contributed to a program associated with a reported R$9M reduction in paper usage, H2 2022
Evidence note — metrics above reflect outcomes reported or observed for the broader program and cross-functional team, not individual-only attribution.
What I learned
Enterprise transformation succeeds through incremental adoption, not only interface quality. Pilots, role clarity, operational feedback, and measurable workflow changes were essential to delivering value in a regulated health-insurance environment.