Scaling Insurance: The Streaming Bundle

Executive Summary:

In a competitive digital banking landscape, increasing the penetration of insurance products is a significant challenge. This project focused on validating a new value proposition: bundling Credit Card Insurance with a Premium Streaming Service. By introducing an innovative validation methodology and pivoting the product strategy to align with our target audience, I led a high-impact launch that exceeded revenue targets and redefined internal testing standards.

UX Research

UX Strategy

No-code

Strategic Pivot: Leveraging Product Strength

Early in the process, my Product Manager and I advocated for a critical strategic shift. The initial business hypothesis suggested bundling the streaming service with Life Insurance. However, since the bank had no prior experience selling Life Insurance, we identified this as a high-risk unknown. To ensure a more reliable validation, we opted to bundle with Credit Card Insurance—one of our strongest and most established products. This pivot allowed us to leverage a high-traction asset for our core demographic (Brazilian C & D classes), ensuring much higher certainty for the bundle's success.

Redefining Validation: An Innovative Design-Led Approach

Traditionally, "Fake Door" tests at the bank required complex, code-heavy development. I challenged this status quo by introducing a design-centric, no-code validation framework:

Technical Autonomy with Growthbook: I took full ownership of the technical setup by mastering Growthbook. This empowered me to independently manage and deploy minicard variations and event tracking, ensuring high-quality data without taxing the engineering team.
Efficiency & Speed: While Engineering estimated nearly a full month for a traditional code-based test, my PM and I delivered validated results in less than 2 weeks.
Internal Benchmark: This case became an internal reference, proving that Design can lead rapid, low-cost validations that provide higher certainty for the roadmap before committing engineering resources.

Collaborative Leadership & Stakeholder Management

As a Staff Designer, I worked closely with the PM to manage high-profile partners (the Streaming Service and the Insurance Provider):

Influence: I persuaded cross-functional teams to adopt this new testing methodology, aligning business goals with engineering constraints.
Co-creation: I acted as a bridge between the bank and external partners, managing expectations while ensuring the co-created journey remained user-centric and technically feasible.

Results & Business Impact

Conversion Surge: The bundle achieved a 433.6% lift in conversion rates compared to standard insurance.
Exceeding Targets: Within the first month, we recorded 16,139 units sold, outperforming our goal by +20%.
Revenue Growth: This initiative was a primary driver for the business unit’s profitability, which reached R$ 6.2 Million by October 2025, on track for the R$ 10 Million year-end target.