Digital end-to-end experience for mobility insurance on Salesforce Industries
Sura Brazil
2021
UX Lead Designer
This project focused on designing a 100% digital quotation and purchase flow for mobility insurance within the Salesforce Industries (Vlocity) ecosystem. The goal was to enable users in Brazil to quote and purchase insurance in just a few steps, fully online and without interacting with agents. We started from an existing auto-insurance flow, but halfway through the project the client shifted the product towards a broader personal mobility insurance, which required reframing the entire experience and adapting it to the Brazilian market context.
A highly regulated and technical domain
Insurance products come with strict legal and business constraints, so simplifying the flow without losing accuracy was essential.
Working within Salesforce’s limitations
Using Salesforce Industries meant designing within predefined components such as LWCs, OmniScripts, and FlexCards, balancing usability with technical feasibility.
No direct access to end-users
We relied on insights from 20+ stakeholder interviews with brokers, business experts, and product owners to understand user needs and expectations.
A product that changed mid-project
We had to pivot from auto insurance to multi-modal mobility insurance, rethinking flows, terminology, and requirements.
Discovery and research
Over three weeks, we conducted daily sessions with stakeholders to map pain points, expectations, and business constraints. This work resulted in clear personas representing different mobility needs, such as a young professional commuting by public transport, a cyclist, and a busy parent in São Paulo.
Collaborative ideation
We facilitated workshops to co-create the user flow and define essential screens. From there, we developed low-fidelity prototypes that aligned business logic, Salesforce constraints, and user expectations.
Technical alignment
I worked closely with the development team to validate that each step of the flow was feasible within Salesforce Industries, refining component structure and interactions to maintain clarity and consistency.
Product adaptation
When the client shifted from auto to multi-mobility insurance, we redefined the experience without breaking the underlying Salesforce logic, remapping coverage categories, redefining steps, and aligning terminology with the new direction.
User Flow, created on a live session with the stakeholders and technical team.
Low Fidelity Wireframe, created on a live workshop with the stakeholders.
Led the discovery phase by conducting stakeholder interviews, synthesizing insights, creating personas, and defining the core user needs.
Acted as a bridge between UX and Salesforce technical teams, helping align design decisions with platform constraints.
Designed the end-to-end flow and low-fidelity prototypes that guided both design and development decisions.
Ensured technical feasibility through daily collaboration with developers, validating patterns, component behavior, and implementation viability.
Research · Discovery · Stakeholder Interviews · Personas · User Flows · Low-Fi Prototyping · Hi-Fi Prototyping · Salesforce · Cross-functional Collaboration · Visual Quality Assurance
High fidelity screens, with main focus on selecting the type of mobility insurance, and payment.
