OMNICHANNEL
Beyond the silos: crafting a universal framework for a seamless omnichannel journey.
COMPANY
ROLE
Product Strategy & Omnichannel Experience Lead
Zurich Insurance
Chile.
SKILLS
Omnichannel strategy, service architecture, cross-functional alignment, and scalable process design.
OVERVIEW
The Mission: One master logic, four distinct realities "How do you maintain brand integrity when your sales channels speak different languages? I was tasked with building a master omnichannel structure for Zurich Chile. The goal was to move beyond channel-specific silos and design a core logic that could be translated into four distinct flows. This wasn't just a redesign; it was the engineering of a scalable ecosystem that preserved clarity and consistency without sacrificing the unique operational needs of web, phone, and face-to-face sales, and broker-led sales.
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INITIAL PROBLEM
Different channels, different experiences
Customers were not experiencing the same brand journey across channels.
Web, phone, in-person sales and brokers each had their own way of operating, with different sales dynamics, payment methods, screens, communication logic and operational requirements.
As a result, the customer experience changed depending on the channel, creating inconsistencies in clarity, flow and brand perception.
The challenge was to build one shared journey logic that could deliver a more consistent brand experience, while still respecting the specific needs and realities of each channel.
DISCOVERY
Finding the common logic behind different channels
The first step was to understand how each channel worked.
I analyzed existing flows across web, phone, in-person sales and brokers, including sales logic, pricing differences, payment methods, screens, communication needs and operational constraints.
Through workshops and interviews with the teams involved, I identified what was working well, what needed improvement and where the experience could be unified without ignoring the realities of each channel.
FROM FRAGMENTATION TO STRUCTURE
Designing the master journey
From that analysis, I designed an end-to-end journey across the full product lifecycle, from access and quotation to purchase, onboarding, payment, service use, maintenance, renewal and cancellation.
The objective was to create a common base structure that could guide future products and align teams around one shared journey logic.
This master model worked as the central experience structure: the same brand logic, the same customer journey principles and the same experience standards, later adapted to the specific needs of each channel.
CHANNEL ADAPTATION
One model, different realities
Once the shared structure was defined, it was translated into channel-specific flows.
Online
A simpler self-service flow.
Phone
The possibility to complete payment during the call.
In-person sales
Safer payment methods for customers and sales teams.
Brokers
a channel-specific sales logic adapted to their role in the relationship.
The key was not to create four separate experiences, but to create one experience model flexible enough to work across four different realities.
WHAT CHANGED
From isolated journeys to a shared experience framework
The project helped teams move from fragmented channel-specific journeys to one common end-to-end structure.
Instead of each channel solving the experience independently, the company gained a scalable base model that could support future products, improve consistency and make the customer experience easier to manage across channels.
The work also helped clarify roles, inputs, outputs and experience requirements, making it easier for business, digital, operations and UX/UI teams to work from the same logic.
RESULTS
A scalable model for consistent omnichannel growth
Teams aligned around one common end-to-end structure instead of fragmented channel-specific journeys.
The company gained a more consistent brand experience across web, phone, in-person sales and brokers.
Channel-specific needs were addressed without losing the shared customer journey logic.
The framework helped translate strategy into execution, giving teams a clearer structure to design, adapt and implement future product experiences.