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Lovys is the first 100% digital neo-insurance company to offer tailor-made insurance products that meet the needs of the new generations and accompany them at every stage of their lives, offering an all-in-one monthly subscription that makes it easy to subscribe to a whole range of insurance products designed for its users: home, smartphone, car, and even pets.

© Francisco G. Villar | Lovys | 2023



Lovys' web experience offers a seamless and intuitive user experience, meticulously designed to simplify the process of purchasing insurance products. The user interface is sleek and modern, featuring a clean layout that guides users through each step of the insurance purchase journey with ease. Users are greeted with clear and concise navigation options, allowing them to quickly fill in all the information needed to get a quote and purchase a product. The interface prioritizes user-centric design principles, ensuring that every element serves a purpose and contributes to a fluid user experience.

Navigation is intuitive, with well-defined categories and steps that enable users to purchase an insurance that fits their needs. The interface incorporates elements to present information in a digestible format, empowering users to make informed decisions about their insurance purchases. Whether users are accessing the web app from a desktop or mobile device, the responsive design ensures consistency and functionality across different screen size.


As the Product Design Lead, responsible for the UX & UI Team, I assumed the following roles:

  • Define UX Strategy for a seamless experience;

  • Define the UX for new products;

  • Identify new opportunities for improvement and new features;

  • Guide the UX & UI Team on their daily tasks;

  • Review the teams' work;

  • Work closely with the Front End, Back End, Business Owners, Product Owners, Operations, Data and Marketing Team;

  • User Experience;

  • User Interface

The UX & UI Team was responsible for gathering data, user and business insights to bridge the company goals with the user needs, ensuring the best UX & UI practices were applied. 


UX & UI Team Deliverables:

  • Competitive analysis;

  • Discovery Canvas;

  • Site map;

  • User Journeys and Flows;

  • Low-fidelity wireframes;

  • High-fidelity mockups and prototypes;

  • Design System and UI Kit;

  • Usability Tests

Problems, Needs and Expectations

Lovys products and features are always evolving, therefore the iterative process of UX and UI it's routine. We continuously refine and perfect the user experience to ensure our customers encounter seamless interactions with our platform. For each iteration, our working process is comprised of four key stages. Stage 1 involves comprehensive research, where we delve into understanding business and user needs, conduct thorough user research, and analyze competitor landscapes.

In Stage 2, we transition to UX development, utilizing affinity diagrams, sketches, wireframes, and rigorous testing to refine our concepts. Moving into Stage 3, we focus on crafting the user interface, creating prototypes, and conducting further testing to ensure optimal usability. Finally, in Stage 4, we review and iterate upon our work, incorporating feedback to continuously enhance the final product. This structured approach ensures that Provide users with a seamless experience to make an informed decision before purchasing new insurance products.


Provide users with a seamless experience to make an informed decision before purchasing new insurance products.

Creating Structure

Meticulous attention is paid to creating a clear hierarchy for each product and feature launched. The process begins with a thorough analysis of user needs and market trends, allowing the team to prioritize features based on their importance and potential impact. Through thoughtful categorization and structuring, a hierarchical framework is established that highlights key products and features while providing a streamlined user journey.

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Defining Tasks and User Flows

We break down user goals into actionable steps to ensure that our designs effectively address user needs and facilitate smooth interactions. This involves identifying key goals users will have within the system and aligning them with the objectives of the product. This way we are able to guide users towards their desired outcomes efficiently and seamlessly.

Creating user flows allows us to visualize the sequence of steps users will take within the system, from initial interaction to task completion. By delineating these pathways, we gain insights into potential pain points or areas for improvement in the user experience, ensuring that users can navigate the interface effortlessly and achieve their objectives with minimal friction.

Visualizing a User-Centric Experience

Low-fidelity wireframes serve as the foundational blueprint for each product and feature launched, providing a visual representation of the user interface and functionality at an early stage of development. These wireframes are intentionally simplistic, focusing on layout and structure rather than detailed design elements, allowing us to rapidly iterate and refine our ideas based on feedback.

This way, we can quickly identify potential usability issues and make necessary adjustments before investing significant time and resources into high-fidelity designs. This iterative approach not only accelerates the development process but also ensures that our products and features are finely tuned to meet the needs and expectations of our users.

Visualizing a User-Centric Experience.png

Understanding What Users Find Intuitive, and Why

Mid-fidelity prototype testing, alongside Think Alouds, allowed to better understand how users expected to complete the tasks set for the testing. Analyzing their behavior, but more importantly, having a dialogue with them about what they expected, allowed to understand which adjustments needed to be made, such as the hierarchy and placement of information.

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Creating Clarity

Creating the UI layout and components is a meticulous process guided by our commitment to delivering a seamless and intuitive user experience. We begin by translating the conceptual vision and user requirements into concrete design elements, ensuring consistency and coherence across all aspects of our interface. Our UI layout is carefully structured to prioritize clarity and accessibility, with intuitive navigation paths and logical information hierarchy.

We meticulously design each component, from buttons and forms to cards and modals, to be visually appealing and functional, facilitating effortless interaction for users. Through rigorous testing and iteration, we refine our UI layout and components to optimize usability and align with evolving user needs and design trends.

Establishing Visual Design

The Design System was meticulously crafted to elevate user experiences across all digital platforms. With a focus on intuitive navigation and elegant aesthetics, it offers a cohesive framework for creating visually stunning interfaces that resonate with users on a deeper level. From meticulously curated color palettes and typography choices to meticulously crafted icons and interactive components, every element is thoughtfully designed to evoke emotion and enhance usability.

By adhering to a consistent set of design principles and guidelines, Lovys Design System empowers designers to seamlessly create cohesive and memorable experiences that leave a lasting impression on users.

Lovys empowers customers to navigate the complexities of insurance with confidence and convenience.

— Other Projects 


A personalised TV experience, with faster and more direct access to users consuming habits, facilitating content discovery, rental and subscriptions.

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With a keen focus on accessibility, simplicity, and efficiency, Lovys app strives to create an intuitive and seamless experience for its customers.

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