Giulia Bins

Work / will bank

A stalled insurance product, revived with Disney+

Our partner insurer proposed a new life insurance with Disney+. Instead of betting on the unknown, we used the same perk to revive a product we already had. I validated the idea in two weeks, without engineering.

Role
Staff Product Designer
When
2025
Product
Card insurance, will bank
Focus
Strategy, experimentation
  • 16,139policies sold in the first month, 20% above target
  • +433.6%sign-up rate from the Home screen
  • 0.39%conversion, the best product in the Insurance Hub
  • 2 weeksto validate, instead of about 2 months

Context

will bank was a Brazilian digital bank for people in classes C and D. I led design for its commissioned products: insurance, mobile top-up and capitalization. My job was to turn them into profit levers, with value that made sense in our customers' real lives.

Our partner insurer proposed a new life insurance with Disney+ benefits. We had no conversion data for life insurance in our base. We did have a card insurance with stagnant sales, a recovery plan that was being incentivized, and pressure to grow insurance revenue fast.

Instead of betting on the unknown, use Disney+ as a value hook for a product we already knew.

The problem with testing it

The problem was testing it fast:

  • Our last fake door test took about two months from build to analysis.
  • Engineering and data had no room in their backlog.
  • Insurance isn't top of mind, so reaching statistical relevance took a long time.
  • We had launched products based only on what people said in research, and they didn't reach the adoption we expected. This time I wanted to see what people actually did.

What I did

I built a no-code fake door out of tools we already had: a server-driven minicard on the Home screen, a prototype in Figma Sites, and Clarity to watch every session. Two groups of customers saw two offers: card insurance with Disney+, or card insurance alone.

  1. Home minicardEach group saw one offer on Home, one of the app's busiest screens
  2. Figma Sites prototypeA real-looking purchase flow, tracked in Clarity
  3. Buy or decline"Buy insurance", "Not interested" or back
  4. SurveyWhy they bought, or why they didn't
Offer 1will bank app Home with a minicard: card insurance with Disney+ access and a monthly R$10,000 prize draw.Card insurance with Disney+On the Home screen
Offer 2will bank app Home with a minicard: protect your card and enter a monthly R$10,000 prize draw.Card insurance aloneSame spot, same prize draw
PrototypeFigma Sites prototype: card insurance offer with Disney+ and its four coverages, a buy button for R$28.90 a month and a 'Not interested' button.The fake doorBuilt in Figma Sites, watched in Clarity
The two Home minicards and the Figma Sites prototype behind them. The app was in Portuguese.

What the test showed

In two weeks, with 184,755 customers in the test, Disney+ lifted interest by 28.5% among new customers and 76.7% among customers in the recovery plan, both relative to the plain offer. Heatmaps and recordings showed which coverages drew attention and where people dropped off, and the new product got a five-star evaluation.

Conclusion: will bank customers were interested in Disney+. We built the product, and I took part in the partnership negotiation with Disney, presenting in English.

Clarity click heatmap over the prototype, with hot spots on the back button, the 'Not interested' button, the Disney+ item and the protected card item.

Where 3,915 recovery customers clicked

  1. 1,263 clicks, 41%: leavingBack and "Not interested" together. Many left without buying.
  2. 265 clicks, 8.6%: Disney+Same interest in the perk as new customers.
  3. 306 clicks, 9.9%: protected cardThe most clicked item in the list, the core of card insurance.
  4. 98 clicks, 3.2%: buyFewer sign-ups than among new customers.
Clarity heatmap of the prototype, recovery plan group.

Why people said no

Survey answers after "Not interested", 135 people, more than one answer allowed

  • I don't need it right now
    72
  • It's too expensive
    44
  • I clicked by accident
    14
  • I'd like a discount or promotion
    11
  • I don't think I'll use it
    6
  • I already have card insurance
    5
  • Other reason
    4
  • I don't trust the insurer
    3
  • I'd prefer different coverages
    2
  • I didn't understand the benefits
    1
Redrawn from the survey results. Not needing it now and the price came far ahead.

Meanwhile, the next insurance

While the product was in development, I kept looking at the future of insurance: research in levels, a JTBD bot, and a test where customers built their own insurance. That's its own case: Personalized insurance.

Result

Card insurance with Disney+ sold 16,139 policies in its first month, 20% above target. Sign-ups from the Home screen rose 433.6%, and its 0.39% conversion made it the most successful product in the Insurance Hub.

The no-code fake door and the research bots became the benchmark for other teams at the bank.

With the test's success, I had planned fake doors for fixed bundles, re-engagement campaigns and insurance for gamified accounts. The project was ready to scale. And then... the Central Bank of Brazil liquidated the bank.

I left with the validation that strategic design and fast experimentation are great risk reducers for tech businesses.