e-commerce Porto

Context

The legacy Porto website was limited to generating leads and quotes, focusing exclusively on brokers. With the HUB project, the company began its digital transformation, aiming to offer a direct and integrated shopping experience, allowing users to immediately acquire insurance, services, and financial products — such as loans and credit cards — in a 100% digital manner.

My role was centered around mapping the acquisition journeys, proposing strategic UX solutions, validating hypotheses with users, and overseeing the delivery of the MVP.

Challenge

Create a unified purchasing journey that worked for various products, respecting the specificities of each one, while at the same time maintaining familiarity, clarity, and conversion for the final user. The experience should work for both simple acquisitions and more complex flows — such as multiproduct carts and differentiated payment options.

Process

  1. Mapping the Journeys

With historically isolated products, the first step was to identify all the stages of the existing acquisition flows. The goal was to find patterns and align the experiences into a single, more efficient, and cohesive navigation flow.

  1. Definition of Unified Flow

We identified two main groups:

  • Products with direct checkout

  • Products with prior request or screening

Based on this, we built a modular flow capable of adapting to different contexts, anticipating both individual acquisitions and multiproduct combos — promoting cross-selling in a natural way.

  1. Research with Users and Testing

We conducted usability tests focusing on:

  • Understanding the new flow;

  • Comprehension of the more complex stages (e.g., multiple payments and using the Porto card for discounts);

  • Conversion barriers and friction.

These interactions brought valuable insights to prioritize evolutions and refine the MVP design.

Launch of the MVP

The MVP was launched in late the first semester of 2023, with 5 products available for digital purchase. By the second semester, the HUB began to incorporate an additional 10 company products, validating the scalability of the e-commerce model.

Direct Contributions

  • Mapping journeys and defining flows;

  • Strategy for unifying and modularizing the experience;

  • Prototyping and user testing;

  • Alignment between UX, business, and technology;

  • Support in the delivery and maintenance of the MVP.

Results & Next Steps

  • Unified journey structure successfully implemented;

  • Continuous expansion of the digital portfolio;

  • Strategic backlog with optimization hypotheses based on research;

  • Expectation of evolution to a service marketplace, integrating partners, promotions, and new cross-selling opportunities.