The largest insurance company
in its field of operation.
Context, challenges, and solutions.
A holding company of Banco do Brasil, it communicates to the market as BB Seguros. It operates in the Life, Housing, Rural, and Mass (Residential, Business, Condominium, and Machinery & Equipment) insurance segments, with products sold through BB branches and digital channels.
The main challenge was the brand architecture involving Banco do Brasil's holdings, along with systems that lacked integration and had poor usability. The alignment between the commercial board's products and the user experience was also an obstacle. Together with other teams, I mapped user journeys and optimized services.
By conducting qualitative and quantitative interviews to generate crucial insights, we were able to list and define the main problems. From there, we organized the key products from the commercial board and implemented a new CMS with the IT team. During my time there, I led UX, Branding, and SEO projects, and conducted market research to define positioning and innovation—resulting in significant interface improvements, reduced churn, and increased customer satisfaction and NPS.
Role in the project: Specialist.
Time at the company: 3 years and 6 months.
Key Deliverables
BB Seguros Portal focused on SEO and Growth
Project developed in collaboration with the IT department, the software factory (Capgemini), and Aunica.
Commercial Board Management System (internal product)
An internal CMS previously using SharePoint was integrated with Drupal for the front-end. I managed the entire system and the development of new features.
Marketing campaign landing pages (products and events)
All pages were managed using Unbounce, with an ongoing project to migrate them to Drupal.
Branding project for BB Seguros and Brasilseg
The agency responsible for the BB account was FutureBrand, through which we developed the Broto brand — a new brand under the holding, focused on the rural segment.
