Transforming SURA into investment leaders in Latin America

Transforming SURA into investment leaders in Latin America: A multi-channel hub with user-friendly design and consistent content for 5 Latin American countries.

Goal

The challenge was to design a platform that offers coherent content and a friendly design, to provide a multichannel user experience, and thus capture the attention and trust of users, serving the needs of 5 countries in the region.

Team:

• 1 User interface designer (me)

• 1 Product owner

• 1 SEO Specialist

• 1 Metrics Analyst

• 1 Research & Strategy Consultant

• 1 User Experience Designer

• 1 UX writer

• 1 Front End-dev

• 1 Back-end dev

Tasks

• Research de los 5 países involucrados

• Benchmark

• Moodboard and look and feel

• Wireframes

• User interface design and prototyping

What is SURA?

SURA is a Latin American company dedicated to the financial and insurance sector. It is one of the leading companies in the region in the field of investments, pensions, insurance and savings. SURA offers financial services and products at the individual and corporate level, and has a presence in several Latin American countries, including Mexico, Colombia, Peru, Chile and Uruguay, among others.

Comprehensive design that accommodates a diversity of needs in different countries

The biggest challenge in this project was the need to create a coherent design and scalable to multiple countries. During meetings with Product Owners in each country, different needs and objectives emerged in each case. The challenge was to adjust to each of these particularities, ensuring that no need was left unattended and to achieve a design that could speak the same language in all the countries involved.

Focusing on accessibility as a key premise, the best strategy to address this challenge was to develop a simple yet powerful design, capable of overcoming language barriers and being across the board. To achieve this, the user experience had to be intuitive and easy to use, with clear navigation and well-organized functions.

The appropriate categorization of content also takes on great importance in this context. It is crucial to categorize content accurately to ensure that it is easily findable, accessible and attractive to users, without making SURA lose its recognition as a company and its position.

Empowering trust and user experience through connected design and valuable content

n this project, the focus was to strengthen SURA's position as a trusted source of up-to-date financial information and close to users. My main goal was to consolidate users' trust by providing them with financial advice, relevant content recommendations and keeping them informed about regional and global events.

To address the issue of visual consistency and user experience across multiple channels and countries, I implemented a cohesive design approach, using consistent and recognizable visual elements, such as the use of icons that were clear and patterns associated with each content format, whether video, audio or written. This allowed users to quickly identify the format of each article, improving navigation and understanding of the content on the Investment Hub (recognizable figure = trust = better findability).

The result was a unified visual identity for SURA's Investment Hub, strengthening its presence as a trusted source of financial information and facilitating an engaging, threaded experience for users in different countries.

Seeking synergies for an assertive design: Empathy, communication and participation in a multinational project

The process of reaching agreements on a common product for five countries is not easy, especially considering that each country has its own financial regulatory framework. This required a strategy focused on listening and understanding the needs of each country. Empathy became a fundamental ally when it came to meetings with the representatives of each country, allowing us to provide a space for each one to express their concerns and requirements.

Each country had different user flows and needs, so our objective was to find points of contact between them. By identifying these commonalities, we were able to reach agreements and detect

Empathy as a cross-cutting element

In a nutshell, by applying empathy, communication and participation of stakeholders, we looked for common points of contact that allowed me to create an assertive design and meet the needs of each country in one place.