Sura Car Insurance. Designing for Emergency Situations

Improving clarity and autonomy in critical insurance scenarios.

Role

Product Designer

Industry

Car Insurance. B2C

Duration

5 months

Year

2020-2021

Sura is a leading insurance company in Latin America. Users interact with the platform during emotionally charged situations such as car accidents and emergency assistance requests.

The existing experience lacked clarity, created uncertainty around claim status, and forced users to rely heavily on call centers.

In emergency scenarios, poor UX directly increases stress and operational cost.

The challenge was not only to redesign interfaces, but to rethink how emergency workflows should function under emotional pressure.

Results

Simplified complex emergency workflows, reducing friction in high-stress moments
Increased transparency through clear system status visibility
Improved user autonomy in claim reporting and tracking
Reduced operational pressure on customer support
Established scalable UX foundations for future product evolution

Goal

Design critical claim workflows to reduce cognitive load
Improve visibility and predictability across process stages
Enable users to resolve issues independently
Align user experience improvements with operational efficiency

Role & Responsibilities

As Product Designer, I led the end-to-end redesign of emergency claim workflows.

I defined the UX strategy for high-stress scenarios, simplified complex operational processes into clear, guided flows, and ensured strong system visibility.

I partnered with Product and Engineering to balance user needs, business goals, and technical constraints, validating solutions through iterative testing.

Process

Discovery

Conducted benchmarking, stakeholder workshops, and user interviews to identify operational complexity and emotional friction in emergency scenarios.

Key insight: in high-stress moments, users need visibility and reassurance more than feature depth.

Workflow Redesign

Mapped existing claim processes and simplified them into clear, step-by-step guided flows.
Prioritized system status visibility to reduce uncertainty and cognitive load.

Scalable Design

Created consistent components and patterns across mobile and web, ensuring clarity, trust, and long-term scalability.

Validation

Tested early prototypes, refined flows based on feedback, and simplified content to improve comprehension.

Key Learnings

In high-stress contexts, visibility and predictability are critical design drivers.
Simplifying workflows has both emotional and operational impact.
UX in insurance is not only about usability — it is about trust.
Well-structured digital experiences directly reduce support dependency.