Brian ParaProduct Design & Digital Experience LeaderLet’s connect
Auto insurance · Digital transformation

From independent
agents to direct.

Designed and launched MAPFRE's first direct-to-consumer digital insurance experience, while leading digital experiences across self-service, policy management, payments and claims.

Explore the experience
Role

Led digital experience, product design and growth

Mandate

Transform fragmented insurance journeys into connected digital experiences

Scope

Acquisition · Self-Service · Policy Management · Payments · Claims

Impact

70% annual growth · J.D. Power-recognized digital shopping

Building Digital Direct

Make digital a growth channel, not just a service channel.

MAPFRE's U.S. business was built on independent agents. Digital Direct added a second path, where customers could discover, quote, configure and buy coverage online, alongside the agency channel.

Starting pointAgent-led distribution

Buying coverage meant finding and calling an independent agent.

Discover step of the Digital Direct experience
Quote step of the Digital Direct experience
Configure step of the Digital Direct experience
Buy step of the Digital Direct experience
Before
01Discover

A direct way in, no agent required

02Quote

Vehicle and driver details in minutes

03Configure

Packages first, customize if you want

04Buy

Review, sign and pay online

Commercial intentDigital became part of how the business grows: a direct channel measured on new business, not just service.
Results
−40%Cost per acquisition, through multi-touch attribution
+32%Visit-to-quote rate after the shopping redesign
Beyond acquisition
Acquisition was the starting point.
The opportunity extended beyond the sale.
ManageChangePayClaim
Verti · A MAPFRE company

Self-service starts with the customer's mental model.

Customers needed to manage policies, vehicles, coverage, payments and claims without understanding the internal structure of an insurance company. The challenge was to make common actions easy to find while still supporting complex, multi-vehicle households.

Customer goal

“I want to manage my policy online, on my own timeline, without calling anyone.”

One task. Two ways customers think about it.

Research insight
Action first
“I want to change something.”
I want to…Task menu
ChangePick the action
VehiclePick what to change
Object first
“Something about this car needs updating.”
My vehiclesStart from the thing
2021 RAV4See its actions
ChangePick the action
Navigation is organized by object.
A task menu is organized by action.
Same screenBoth paths
Change vehicle details
2021 Toyota RAV4 XLE
Primary usePersonal
Garaging ZIP01562
Review change
Two ways in. One way through.Both mental models resolve to the same screen, so there is one flow to build, test and maintain.

One model behind every screen.

Object × action
View
Change
Add
Remove
Pay
Report
Policy
Vehicle
Driver
Coverage
Payment
Claim
Each dot is a supported task. Highlighted: changing a vehicle, the example above.
Objects became the navigation

Policy, vehicles, drivers, coverage, payments and claims, in the customer's words, not product or system names.

Actions became a task menu

“I want to…” surfaces the most common changes, so customers who think in tasks never have to hunt.

Every pair maps to one screen

The grid defined scope for design, content and engineering, and made gaps visible before launch.

The callOrganize by what customers own,not by how our systems are built.
2Brands served by one self-service platform: MAPFRE and Verti
1Flow for both mental models, so one screen to build, test and maintain
24/7Policy changes, payments, ID cards and claims without calling an agent
From architecture to product

Put common actions where customers expect them.

One real task, changing coverage on a vehicle, shows the object-and-action model at work. Five states take a customer from finding the action to a confirmed change, without calling anyone.

  1. Vehicle-level actions appear in context, letting customers start with the thing they already have in mind.

  2. Before anything changes, coverage is explained in plain language: each limit, each deductible and what it actually protects.

  3. Options sit side by side with the current choice marked and the price impact on every option, so trade-offs are visible before committing.

  4. A clear before-and-after and the new premium, with an honest note that underwriting may adjust the final price.

  5. Confirmed in the moment, with the updated policy and ID card one tap away and a confirmation email on its way.

    ✓ No call. No agent. No waiting.
Object first
Verti: Find the action
01 / 05
The callShow the price impact before they commit,even when it’s bad news.
First notice of loss

Simplifying
critical moments

When customers are already stressed, the experience shouldn’t add more.

We redesigned First Notice of Loss (FNOL) to remove friction, reduce repetition, and guide customers through only the information that’s relevant to their situation. The result is a calmer, more focused experience with a clear sense of progress and next steps.

Before
  • Extensive conditional questioning
  • Duplicate information
  • Weak sequencing
  • Desktop-oriented experience
  • Little sense of progress or closure
Our approach
  • Identify the lossStart with a simple, contextual set of questions.
  • Confirm what we knowUse existing policy and vehicle data to reduce repetition.
  • Ask only what’s relevantShow the next best question based on the customer’s answers.
Step 4 of 4
You’re almost done.
Here’s what we have so far. You can review and make changes before submitting.
Vehicle2021 Toyota RAV4
Date & timeApr 12, 2024 at 4:30 PM
IncidentRear-ended
LocationHartford, CT
Continue to review
Step 3 of 4
What happened?
Select the option that best describes the incident.
Rear-ended
Hit another vehicle
Hit an object
Theft
Vandalism
Other
Continue
Step 2 of 4
When did the incident happen?
Apr 12, 2024
What time did it happen?
4:30 PM
Continue
9:41
Step 1 of 4
Tell us what happened.
We’ll guide you through a few quick questions to get your claim started.
AutoAccident, collision, theft or vandalism
PropertyHome, condo or rental
OtherGlass, weather or other
Need help? Call 1-800-255-4376
The callAsk less.Use the policy and vehicle data we already had.
Fewer questionsOnly what’s relevant
Less repetitionPre-filled information
Clear progressA calmer experience
Digital payments

The customer shouldn’t have to understand the technology behind the experience.

Credit card payments previously took customers from the MAPFRE portal into a separate Paymentus experience. We used the provider’s API to embed payment capability within the portal, so customers can pay and continue managing their policy without leaving the MAPFRE experience.

Before
A visible handoff to a third-party experience.
My PolicyBillingClaimsDocuments
‹  Billing
Make a Payment
Choose a payment method.
Pay with Credit Card
Pay from Bank Account
More Payment Options
PaymentusSupport  |  En Español
1Payment2Review3Confirmation
Enter Payment Information
Card Number
1234 5678 9012 3456
Expiration Date
MM / YY
CVV
123
Save card for future payments
Continue to Review
  • Different look and navigation
  • Customers leave the MAPFRE portal
  • Can create trust concerns
  • Have to return to MAPFRE to continue
  • Some customers lose track of where they are
After
Payment capability embedded in the MAPFRE experience.
My PolicyBillingClaimsDocuments
Billing OverviewMake a PaymentPayment MethodsPaperless SettingsPayment History
Make a Payment
Choose a payment method and complete your payment securely.
Credit or Debit CardVISAMCAMEXDISC
Card Number
4242 4242 4242 4242
Expiration Date
08 / 27
CVV
123
Save this card for future payments
Bank Account (ACH)
Pay Now
Payments are processed securely. You never leave MAPFRE.
Paymentus APIProcessing in the background
The callNo hand-offs.Keep payments inside the experience.
A seamless experience for customers.
Less reliance on the customer care center to pay a bill.
Paperless enrollment built into the payment flow.
Design system · The engine

Build it once. Ship it everywhere.

MAPFRE’s apps had grown up separately, each with its own structure, navigation and patterns, so customers relearned every one. We built one system of shared parts and rules, themed for two brands, so every team could ship at the same quality, faster.

Digital DirectShop + Buy
9:41
Auto quote
A policy that moves with you.
Get a personalized quote in minutes.
ZIP code06001
Get a quote
Self-ServiceManage Coverage
9:41
Your coverages
Vehicle2021 Toyota RAV4
CoverageView and edit
Drivers2 drivers
DocumentsID cards, declarations
FNOLReport a Loss
9:41
Step 2 of 4
When did this happen?
This helps us get you the right support.
Today
Yesterday
A few days ago
More than a week ago
PaymentsDigital Wallet
9:41
Make a Payment
Amount due
$142.83Change amount
Due Jun 15, 2024
Payment method
Credit or Debit Card
Bank Account
4242 4242 4242 4242
Pay Now
MAPFRE
Design System
FoundationsComponentsPatternsTemplatesGuidelines
Color
Typography
Aa
Primary typeface
DisplayAa Bb Cc Dd Ee
HeadingAa Bb Cc Dd Ee
BodyAa Bb Cc Dd Ee
CaptionAa Bb Cc Dd Ee
Components
Primary Button
Secondary Button
Input field
Select an option
CheckboxRadioToggle
Navigation
My PolicyBillingClaimsDocuments
HomePoliciesClaimsBillingMore
Patterns
Quote / PurchaseCoverage ManagementClaims (FNOL)Payments & WalletAccount & Documents
Guidelines
AccessibilityContentInteractionVisual DesignCode & Tokens
FoundationsColor · Type · SpacingA shared visual language.
ComponentsButtons · Forms · Navigation · StatesReusable building blocks.
PatternsPayments · Policies · Claims · AccountProven solutions for common needs.
ExperiencesDigital Direct · Self-Service · FNOL · PaymentsConsistent, connected interfaces.
One system · Two brands

The same components, re-themed with tokens. MAPFRE and Verti look like themselves, and neither team rebuilds a button, a field or a coverage card.

−20%Design and development cost
90%Organizational adoption
The call
One system, two brands.Build the parts once, so every team ships at the same quality.
Connected ecosystem · The payoff

One customer. Every moment.

Follow one customer, Alex, through a year with one policy: buy it, change it, file a claim, pay the bill. What MAPFRE already knows moves with Alex.

Customer
ALEXOne policy.
Context carries forward.
Seamless purchase
Coverage that fits
Always up to date
Simple, when it matters
AutoHomeRentersMore
A policy that moves with you.
Get a personalized quote in minutes.
ZIP code06001
Get a quote
Auto quote
A policy that moves with you.
ZIP code06001
Get a quote
01
Shop + BuyDigital Direct

A quote in minutes. Alex’s car and drivers carry straight into the policy.

Your coverages
Vehicle2021 Toyota RAV4
CoverageView and edit
Drivers2 drivers
DocumentsID cards, declarations
Your coverages
Vehicle2021 Toyota RAV4
CoverageView and edit
Drivers2 drivers
DocumentsID cards, declarations
02
ManageSelf-Service

Alex’s RAV4 and drivers are already there. Change coverage without starting over or calling anyone.

PoliciesClaimsMore
Step 2 of 4
When did this happen?
This helps us get you the right support.
Today
Yesterday
A few days ago
More than a week ago
When did this happen?
Today
Yesterday
A few days ago
More than a week ago
03
Report a lossFNOL

A claim starts with the policy and vehicle filled in. Alex answers what happened, not who they are.

My PolicyBillingClaimsDocuments
Make a Payment
Amount due
$142.83
Due Jun 15, 2024
Payment method
Credit or Debit Card
Bank Account
4242 4242 4242 4242
Pay Now
Make a Payment
Amount due
$142.83
Credit or Debit Card
Bank Account
Pay Now
04
PayDigital Wallet

The card saved at purchase is ready. Alex pays inside MAPFRE, with no handoff to a third party.

The callCustomers shouldn’t see our org chart.

Shopping, servicing, claims and payments stopped feeling like separate products. Customers moved through one MAPFRE experience, which made them easier to serve, support, and grow.

My Role

I connected product designto the business it needed to change.

I led experience strategy from customer insight through shipped product, aligning design, technology and business teams across the insurance lifecycle.

01DesignDefine the experience
02ConnectAlign the organization
03SystematizeMake it repeatable
04DeliverTurn direction into shipped product
Customer journey whiteboard
01Digital Direct journey workshop
Cross-functional sticky-note wall
02Cross-functional alignment
The hard call

Going direct meant competing with the independent agents who wrote most of MAPFRE’s business. I made the case to build a direct channel anyway, for a different kind of customer rather than as a replacement for agents, and let the growth settle the argument.

Across the workProduct·Design·Engineering·Marketing·Claims·Operations
ScopeTeam40-person matrixed organizationReported toSVP, Digital & Strategy OfficerDuration4 years (2015–2019)
Impact

The experience changed.So did the business.

Annual direct-channel growth

The direct channel grew 70% year over year.

New-business producer

Digital Direct became the company’s #1 producer of new business.

Ranked #1 in digital shopping

MAPFRE ranked highest in the shopping segment of J.D. Power’s 2019 Insurance Digital Experience Study.

J.D. Power, May 2019 (opens in a new tab)
NEXT PROJECT
Life insurance
RECONSTRUCTED EXPERIENCE

Make a
complex life
moment feel clear.

Reframing life insurance around the people, obligations and moments customers are trying to protect.

Life changes. The plan keeps up:New babyNew homeNew jobCollege ahead
PEOPLE FIRST
Designed around real families and the lives they’re building.
LIFE MOMENT LED
Recognize what’s changing in life, then clarify what it means for protection.
CLEAR NEXT STEPS
Guidance that builds confidence and makes it easier to act.
View the Life Insurance case study→
LIFE
InsuranceGuidanceClaimsSupport
Hi, Maya⌄
LIFE INSURANCE
Protection today
for more tomorrows.
Personalized guidance for the people, goals and obligations that matter most.
Get your personalized plan  →
What changed in your life?
Start with the moment, not the product.
NEW BABY
NEW BABY
NEW HOME
NEW HOME
NEW JOB
NEW JOB
COLLEGE
COLLEGE
Protect your family
Replace lost income and cover essentials
→
Cover your mortgage
Keep the home if the unexpected happens
→
Protect your income
Replace your paycheck for the years ahead
→
Support their future
Education, goals and new opportunities
→
WHAT THIS MEANS
Growing your family?
See what a new baby means for your coverage.
WHAT THIS MEANS
Just bought a home?
Match your coverage to your new mortgage.
WHAT THIS MEANS
New job or a raise?
Make sure your coverage keeps pace with your income.
WHAT THIS MEANS
Planning for college?
Protect the goals you’re saving toward.
Suggested coverage$775K
Now $625K+$150K gap
Suggested coverage$945K
Now $625K+$320K gap
Suggested coverage$825K
Now $625K+$200K gap
Suggested coverage$805K
Now $625K+$180K gap
See my plan→
9:41
LIFE
M
Good morning, Maya.
Here’s what’s covered, and what’s next.
YOUR COVERAGE
$625,000
Term life · 20 years
● ACTIVE
Suggested · new baby$775K
Now $625K+$150K gap
Suggested · new home$945K
Now $625K+$320K gap
Suggested · new job$825K
Now $625K+$200K gap
Suggested · college ahead$805K
Now $625K+$180K gap
YOUR NEXT STEP
Add a beneficiary
Name who’s protected · about 1 min
Start
Cover your new mortgage
See your coverage gap · 2 min
Start
Update for your new salary
Recheck what your family would need
Start
Protect their education
Add a tuition goal to your plan
Start
BENEFICIARIES
2 people
JA+
Home
Coverage
Guidance
Family