Product Design · Grupo Bolívar · 2021
Building Colombia's first insurance super-app
A complete redesign of an insurance app, unifying every policy category into one daily-use platform to shift insurance from an emergency-only interaction into everyday value.
- Role
- Product Designer
- Duration
- 1 year
- Tools
- Figma · Optimal · Maze · User Interviews · Ideation Framework
Impact & results
- Shifted brand perception from insurance to a Lifestyle & Wellness app
- 4.1-star app store rating, up from 3.2
- No. 22 on the Health & Fitness charts
Only app store ratings can be shared publicly here — other business metrics are under NDA.
The challenge
Increase engagement and make insurance usage simple, accessible and action-driven.
The solution
Bolívar Conmigo: a unified insurance super-app that turns insurance into a frequent-use, easy-to-activate digital service, increasing user engagement and perceived value.
Key decisions
Integrating Multiple Insurance Categories
Unified multiple insurance categories into a single super-app to reduce insurance activation friction and increase user engagement.
Designing a Modular UI
Created a modular UI with consistent UX across different insurance categories to keep the learning curve low and enhance the user experience.
Implementing Gamification and Loyalty Features
Added gamification and loyalty features to increase user retention and engagement with the insurance app.
Easy Access, Effective Usage, Strong UX
To prevent scope creep and keep the project executional, we defined three guiding objectives: Easy Access, Effective Usage and Strong UX. These pillars directly targeted the highest-impact pain points identified during research and interviews, keeping design decisions aligned with measurable user and business outcomes rather than feature expansion.
Why an Emergency Button?
Research showed that most users interact with their insurance provider only during emergencies, and the biggest friction at that moment was slow or unclear contact paths. The Emergency Button is a one-tap, high-visibility entry point for urgent support, eliminating the need to search for phone numbers or navigate complex menus.
From “Emergency-Only” to Everyday Value
A key behavioral insight revealed that many users perceive insurance as something used only after an accident, not as a preventive or lifestyle support service. The solution expanded the app beyond emergency response with service integrations, gamification and rewards, continuous-use features and an insurance marketplace, repositioning it from a risk-only touchpoint to a daily value platform.
The full process
- 1
Building the First Colombian Insurance Super-app
Goal
Design the first Colombian insurance super-app to increase engagement and make insurance usage simple, accessible and action-driven.
Key Actions
- Defined the super-app product vision
- Positioned the app as the primary insurance touchpoint
- Unified multiple insurance categories
- Reduced insurance activation friction
- Designed an ecosystem-based product model
- Applied a low learning-curve UX strategy
- 2
01 — Research
Objective
Understand global insurance platform models and digital insurance trends.
Key Actions
- Built a cross-continent benchmark
- Compared market leaders and pioneers
- Segmented findings by region
- Analyzed insurance atomization trends
- Studied insurtech specialization models
- Identified adoption barriers in LATAM
Key Findings
- Asia leads in ecosystem integrations
- Europe trends toward service atomization
- The US trends toward company specialization
- LATAM shows strong acquisition friction
- 3
02 — App Integrations
Objective
Define ecosystem integrations as the core differentiator.
Key Actions
- Selected Asia as the primary reference model
- Reverse-engineered leading insurance app architecture
- Mapped integration opportunities
- Defined integration pillars: app integrations, easy access, friendly UX, effective usage
- Designed a multi-service integration framework
- 4
03 — Conmigo
Solution Overview
Created Bolívar Conmigo, an insurance super-app integrating policies, services, sensors, wearables and marketplace features.
Key Actions
- Unified top insurance categories
- Enabled in-app insurance activation
- Integrated vehicle sensor telemetry
- Integrated wearable health metrics
- Built an insurance marketplace
- Added assistance services
- Designed modular UI sections with consistent UX
Engagement Features
- Gamification layer
- Loyalty program
- Missions and goals
- User community
- News and updates
- Personal coaching
Core Modules
- Marketplace
- Health
- Policies
- Vehicle
- Vehicle services
- Loyalty
- 5
Research Through Innovation Cycle
Method
Design Thinking + Innovation Cycle.
Key Actions
- Structured innovation research cycle
- Defined evaluation pillars
- Collected behavioral data
- Clustered insights
- Translated pains into UX opportunities
- Defined solution directions
- 6
Interviews and Conclusions
Key Actions
- Conducted user interviews
- Captured purchase and activation friction
- Identified insurance usage barriers
- Synthesized insight clusters
- Defined corrective UX strategies
- 7
Platform Overview
Scope
A daily-use insurance engagement super-app.
Key Actions
- Designed policy dashboards
- Built claims flows
- Created service modules
- Implemented vehicle telemetry panels
- Added wellness tracking
- Built a loyalty and rewards system
- Designed multi-insurance navigation
- 8
Solution
Summary
- Built a super-app platform that centralizes the most commonly used insurance products into a single digital ecosystem.
- Enabled in-app policy management and activation, reducing operational and usability friction.
- Integrated vehicle sensor data and health wearable data to provide continuous monitoring and ongoing user value.
- Added an insurance and assistance marketplace to expand coverage options and enable cross-sell opportunities.
- Designed a modular, multi-domain architecture (health, vehicle, home, services, loyalty) with differentiated UI per section but a consistent UX to keep the learning curve low.
- Implemented a gamification and loyalty layer.
- Positioned the app as a primary, recurring touchpoint, shifting insurance from a purely transactional interaction to an ongoing engagement experience.
- 9
Work Done
Disciplines
- UX Design
- Research
- Discovery
- Service Design
- Product Design