Strategic Design

UX Consulting: Digital Governance Model and Experience Strategy

A breakdown of my work as a UX Consultant defining the diagnosis, experience strategy, and digital governance model for the channel ecosystem of a leading insurance company in Chile.

Ilógica is a Latin American user experience (UX) design and digital development consultancy, with main offices in Chile and Colombia. The firm specializes in user research, product design, and agile software development.

Consulting Challenges

Between March and May 2025, I worked as an independent UX Consultant at Ilógica to support the diagnosis and experience strategy for the digital ecosystem of a leading insurance company in Chile: mobile app, private portal, public website, quote engines, virtual broker office, and other self-service channels.

The ecosystem had grown without a unified Experience strategy. Each digital asset was designed and operated independently, resulting in customer friction: inconsistent navigation across platforms, duplicate or incomplete content, and processes forcing users to switch channels to complete a single transaction.

The key strategic and operational challenges of this engagement were:

  • Diagnosing the company's UX maturity level to establish an objective baseline for building the UX Strategy and Roadmap.
  • Translating qualitative findings into business goals and KPIs that an executive committee could prioritize.
  • Designing a UX governance model defining clear ownership to maintain UX strategy consistency over time.

Approach and Process

As a UX Consultant, I provided technical expertise and secondary research across project initiatives, working alongside the Ilógica team in the following areas:

  1. Heuristic Analysis of the Digital Ecosystem

    We conducted a heuristic evaluation of the company’s digital assets (mobile app, public and private websites, quote engines, and virtual office). The diagnosis revealed several cross-cutting usability issues, offering a clear view of the lack of asset integration and pinpointing friction points driving customer drop-offs.

  2. UX Pillars & Strategic Guidelines

    Based on the diagnosis, we defined an experience vision (converting customers into brand advocates through an agile, seamless, empathetic, transparent, and educational experience) translated into five UX pillars and six strategic guidelines: asset integration, standardization, information architecture, accessibility, personalization, and content—each tied to channel-specific KPIs.

  3. Building the UX Roadmap

    We prioritized initiatives based on cross-functional impact and channel criticality: starting with foundational initiatives (UX research, user archetypes, design system), followed by quote engines and the virtual broker office, and lastly the private portal, mobile app, and public website. In total, over 50 activities were structured into an incremental roadmap.

  4. Designing the UX Governance Model

    Finally, we defined the organizational structure, roles, and processes to sustain UX practices post-consulting: a strategic UX Committee, an operational tier with dedicated workstreams and design roles, an adapted Double Diamond workflow (Design Thinking framework), a design system, and recurring UX audits.

Impact and Results

As a result of my collaboration in this consultancy, specific lines of action were defined to move the KPIs of the company’s digital ecosystem, connecting the measurable objectives of the business with the different strategic UX guidelines.

Friction Reduction as an Adoption Leverage

Integrating and standardizing channels reduces user friction. This drives app adoption, after-sales transactions, and traffic to private sites, without the need to increase advertising investment.

UX Guidelines Tied to Conversion Goals

Both the strategic pillars and UX guidelines were aligned with specific business KPIs: increased conversion on key landing pages (Auto +12%, Home +15%, Health +20%) and exceeding 80% satisfaction on private channels.

UX Roadmap Prioritized by Commercial Impact

This roadmap prioritized improvements to quote generators and the virtual office over the public website because these digital assets leveraged a higher percentage of business sales, generating a greater commercial impact in the short term.

UX Governance as a Guarantee of Strategic Consistency

We defined roles and decision criteria to provide clear ownership of the User Experience. This governance model seeks to protect the consistency of the design strategy over time in the face of changes in company priorities.