CoE Design & UX - Scaling Digital Experience at Bradesco Seguros Qorus-NTT DATA Innovation in Insurance Awards 2026

The Center of Excellence (CoE) Design & UX is the structure that sustains and drives excellence in design at Bradesco Seguros, in a continuous and scalable way. Reorganized in 2025, the CoE operates through three specialized fronts that significantly increased the organization’s digital maturity.

1) Design System

We created and evolved libraries of visual standards and accessibility, increasing team autonomy with efficiency gains of up to 30%.
Perceived value is consistent and evidenced by the rise in satisfaction from 7.9 to 8.5 in 2025.

2) Design Ops

We structured practices and processes — in 2025, we scaled listening capabilities with Beta Testers Program, which today has 9,636 participants including employees, customers, insurance agents and people with disabilities.
The program evolved significantly, going from 63 to 86 requests in 2025, with 10.26% engagement — above the  expected benchmark of 6-9%, for similar programs.

The design community also became a cultural scaling mechanism: in 2025 we held 20 internal events, with 85% engagement, and 4.8/5 satisfaction.
Externally, we held the Design Conf, Bradesco Seguros’ annual design event, open to the public — achieving record attendance with 2,018 people, 170% more than the previous year.

3) UX Strategy

In 2025, this front deeply connected design and business, completing 19 projects with 218 strategic insights that directly impacted 12 structures, with a prioritization rate of 74% — demonstrating that Design & UX became an objective contributor to decision making and alignment with strategic priorities.

We expanded sales channels, proposed new omnichannel approaches for brokers, anticipated digital experience trends and identified new customer profiles with real value opportunities.
This model repositioned Design & UX as a strategic input for decision making, not just a demand executor.

Together, the three fronts form a replicable transformation model:
– standardize to gain speed
– research to reduce risk
– guide strategy to elevate results.

In a sector where experience is a critical competitive differentiator, the CoE strengthens customer centricity and positions Bradesco Seguros as a company of the future.