Aportes
en Línea
Redesigning social security as tangible service for independent workers in Colombia.
About the project
Professional Group Project with Háptica
Bogotá, Colombia
2018-2019
Aportes en Línea operates information about social security payments for Companies and Independent workers in Colombia. In a cultural context in which many workers ignore the importance and benefits of this payment, transforming social security into a tangible service and a relatable experience can impact the lives of millions.
The result is a redesigned service that enables the company to offer a more personalized and tangible experience for its clients without compromising the company's ability to serve large scale segments.
"The friend who easily guides me to build my well-being through social security."
Field research of social security payment dynamics.
Approach
01/
Interviews and observations across Aportes en Línea users in Colombia.
Research revealed that there’s a generalized ignorance of the impact of social security in the country, most people pay their social security without understanding where the amount due comes from and the benefits the payment has for them.
We learned that customers avoid using online self served channels and rather interact with customer service agents as a means to feel accompanied through the uncertainty. However, the overuse of this channel can compromise the company's ability to serve large scale segments.
02/
Mapping critical friction points in the experience.
Findings were used to map the customer journey, which showcased critical friction points throughout the experience and highlighted innovation opportunities to enhance Aportes en Línea’s service.
A service blueprint was mapped along with the necessary back-end service activities that would be required to provide the new experience for the customers. Additionally, different service elements like a website mockup and fliers were designed in further detail to showcase the overall concept.
03/
Evidencing the benefits of social security payments.
Merging these key findings resulted in a modular service concept where each user could be provided with a more tangible experience, and personalized information that fostered trust and transparency between the users and the company.
-
Generalized ignorance of the impact of social security
-
Lack of tangible elements in the service
-
User’s desire for closeness with the company
TOOLS USED
-
'Fly on the wall' techniques
-
Customer journey
-
Profiling matrix
-
Service blueprint
-
Paper prototyping
KEY INSIGHTS
Customer journey of independent workers.
My role
Research
Interviewed 60+ customers including independent workers, business’s payroll managers and internal executives; performed ‘fly-on-the wall’ techniques at the company’s call-center.
Analysis
Identified services’ bottlenecks and users’ pain points; systematized information and developed clusters; contributed to multidisciplinary creativity sessions.
Prototyping & Validation
Supervised the design team developing web prototypes (UX/UI); designed and validated service touchpoints using Illustrator and InDesign. Each touch point went through several rounds of validation with end users.