MY ROLE
4th Hire
Product Design Lead
COMPANY
Sofia
CREATED
2019
LEADING An AMBITIOUS DESIGN SPRINT
How might we enable people to subscribe to health insurance in under 5 minutes—transforming a process that currently takes weeks of back-and-forth with an agent?
A SWIFT PROTOTYPE TO validate the vision
As part of our design sprint, we interviewed three participants and discovered that the entire health insurance process could be completed easily within the app —something we hadn’t considered possible before the sprint. We tested both app and web versions, but found that in Mexico, most people have smartphones while fewer own computers, making the app far more accessible. The prototype also made a strong brand impression: participants were excited by the simplicity, speed, and modern alternative to traditional insurance.
PLANNING FROM 0 to 1
Over the following months, I collaborated with the founders and leads from medical, customer service, risk, and legal to ensure full regulatory compliance. Our main goal was to design a subscription flow that would secure approval as Mexico’s first digital health insurer.
CREATE ACCOUNT AND ONBOARDING
Over the following months, I collaborated with the founders and leads from medical, customer service, risk, and legal to ensure full regulatory compliance. Our main goal was to design a subscription flow that would secure approval as Mexico’s first digital health insurer.
Insurance regulations required specific account security features for compliance.
Onboarding Explorations: simplicity vs lifestyle storytelling
DESIGNING THE QUESTIONAIRE
Our objective was to collect user data to enable accurate pricing, assess risk, and ensure compliance with fraud and anti-money laundering regulations.
Full questionnaire planning
Zoom in: Questions that can have more than one answer
Types of questions
A SIMPLE INSURANCE BREAKDOWN
To make coverage easier to understand, I immersed myself in the complexities of health insurance and reimagined how this information could be clearly presented in the app. Until now, coverage details were only explained by an agent and 40-page documents. This was the first time this information was designed to be self-serve, accessible, and easy to grasp.
We developed clearer, user-friendly language to replace outdated jargon that was originally designed to confuse users
A SYSTEM FOR APPROVALS
Lastly, I worked on the document upload, payment, and approval screens to help users move smoothly through the final steps of enrollment. A key challenge was coordinating with other teams to meet both regulatory and internal requirements, while making sure users stayed informed about their application status.
THE RESULT
A beautiful app that hit all our early goals: passing the regulator’s dry run, enrolling our first 100 users, and building a friendly, efficient funnel that gave people a strong first impression of Sofía. This early traction played a key role in helping the team secure a $19M Series A led by Index Ventures in 2020.
This core design work continues to power the app, supporting Sofía’s growth and innovation to this day.
MY ROLE
4th Hire
Product Design Lead
COMPANY
Sofia
CREATED
2019
LEADING An AMBITIOUS DESIGN SPRINT
How might we enable people to subscribe to health insurance in under 5 minutes—transforming a process that currently takes weeks of back-and-forth with an agent?
A SWIFT PROTOTYPE TO validate the vision
As part of our design sprint, we interviewed three participants and discovered that the entire health insurance process could be completed easily within the app —something we hadn’t considered possible before the sprint. We tested both app and web versions, but found that in Mexico, most people have smartphones while fewer own computers, making the app far more accessible. The prototype also made a strong brand impression: participants were excited by the simplicity, speed, and modern alternative to traditional insurance.
PLANNING FROM 0 to 1
Over the following months, I collaborated with the founders and leads from medical, customer service, risk, and legal to ensure full regulatory compliance. Our main goal was to design a subscription flow that would secure approval as Mexico’s first digital health insurer.
CREATE ACCOUNT AND ONBOARDING
Over the following months, I collaborated with the founders and leads from medical, customer service, risk, and legal to ensure full regulatory compliance. Our main goal was to design a subscription flow that would secure approval as Mexico’s first digital health insurer.
Insurance regulations required specific account security features for compliance.
Onboarding Explorations: simplicity vs lifestyle storytelling
DESIGNING THE QUESTIONAIRE
Our objective was to collect user data to enable accurate pricing, assess risk, and ensure compliance with fraud and anti-money laundering regulations.
Full questionnaire planning
Zoom in: Questions that can have more than one answer
Types of questions
A SIMPLE INSURANCE BREAKDOWN
To make coverage easier to understand, I immersed myself in the complexities of health insurance and reimagined how this information could be clearly presented in the app. Until now, coverage details were only explained by an agent and 40-page documents. This was the first time this information was designed to be self-serve, accessible, and easy to grasp.
We developed clearer, user-friendly language to replace outdated jargon that was originally designed to confuse users
A SYSTEM FOR APPROVALS
Lastly, I worked on the document upload, payment, and approval screens to help users move smoothly through the final steps of enrollment. A key challenge was coordinating with other teams to meet both regulatory and internal requirements, while making sure users stayed informed about their application status.
THE RESULT
A beautiful app that hit all our early goals: passing the regulator’s dry run, enrolling our first 100 users, and building a friendly, efficient funnel that gave people a strong first impression of Sofía. This early traction played a key role in helping the team secure a $19M Series A led by Index Ventures in 2020.
This core design work continues to power the app, supporting Sofía’s growth and innovation to this day.