Beta Tester Program

Seguros Unimed runs several digital channels (apps, portals) and audiences (individuals and companies). Validating products and services with any of those users was slow and expensive.

There was no structured channel to validate digital products with real users before launch. Every study required recruiting from scratch, which stretched the time between question and answer from weeks to months. The cost was twofold: decisions ended up driven by opinion instead of evidence, and the long wait pushed business areas to go straight to IT and build products and services without the real customer's perspective.

I designed a single operating flow:

1. Request intake;
2. Alignment with the requesting area;
3. Recruiting from a previously built and validated base;
4. Running the research;
5. Presenting the results.

Recruiting uses segmentation filters collected in advance: which products the customer holds, demographics, and accessibility and diversity criteria. Having those criteria already mapped in the base is what makes recruiting precise and targeted, instead of a generic call for volunteers.

• Customers are far more willing to help than we assume;
• The voice of a real customer can carry more weight than a pile of quantitative data;
• Research is impossible without cooperation across areas;
• An agile research process is useless if business areas do not understand the gains.

A permanent beta tester program with a segmented base, a standardized intake flow, and an established partnership with CRM to operate the invitations. The program stopped being a per-project effort and became research infrastructure for the company. It was featured at the annual event where the company presents its main results.

• −50% in the time between the team's question and the validated insight;
• +2,000 active participants in the base;
• +15 studies enabled since launch;
• Recognition at the company's annual highlights event.

• Benchmarking with other companies to anticipate the friction points I hit during the project;
• More care in segmenting the base.