End of Pension Plan Journey Creation
Creating from scratch the first digital journey in Brazil to help clients decide what to do with their accumulated pension fund balance.
No digital journey existed for this moment
When a Brasilprev client reached their plan end date, they needed to make one of the most important financial decisions of their life. No digital tool in the Brazilian market supported that decision; the only path was calling Customer Service, without clarity on options, net values, or tax impacts.
For the business
100% of decisions went through Customer Service: high operational cost, low scalability, and compromised CSAT at the most critical moment of the product journey.
For the client
Clients 60 and older arrived without enough information to decide between monthly income or a lump sum, facing complex tax rules and a long-term financial impact.
From identified opportunity to launch
The journey didn't come from a brief. It came from an observation: together with the team's Product Owner, we mapped that this critical customer moment simply didn't exist as a digital product, and validated it with Products, Customer Service and Security before putting a pixel in Figma.
Opportunity identification
Identified the gap with the PO: no digital tool existed for this moment. Validated internally with Products, Customer Service and Security.
Research and benchmark
Desk research on US retirement calculators. Interviews with 60+ clients to map mental models, financial literacy and decision-making process.
Structure and wireframes
Mapped the ideal sequence, education before simulation, and explored ways to present 4 options with 2 tax regimes each without overwhelming the user.
High-fidelity prototype and testing
Prototype with simulated real data, a real-time slider and contextual tooltips. Tested with real 60+ clients, including low tech familiarity profiles.
Adjustments and launch
Post-test refinements to labels and interactivity indicators before production. Most hypotheses were confirmed with few iterations.
A journey in 4 steps
From plan context to choice confirmation: an experience that replaces the need to call a consultant, with clarity and autonomy for the client.
Results in the first 3 months
35%
conversion rate, above expected for an unprecedented journey
0→1
first digital journey of this kind in the Brazilian market
↓ Calls
meaningful drop in Customer Service calls for this decision
What this project taught me
Complexity isn't the barrier, lack of order is
60+ users with low tech familiarity completed the journey on their own. An education, then questions, then simulation structure was decisive.
Trust design is a discipline
The "Brasilprev Suggestion" was the element that most impacted conversion. In high-anxiety financial decisions, an explicit recommendation isn't paternalism, it's UX.
Involve legal from the start
I learned to treat legal as a discovery stakeholder, not a review one. In regulated financial products, a late constraint can invalidate weeks of design.
What I would do differently
I'd test a version with contextual chat assistance before finalizing the self-sufficient model, to see if a guided presence would reduce friction further for the 60+ profile.