TotalPass
TotalPass is one of Brazil’s leading corporate benefit platforms for health and wellness. A major focus of the project was redesigning the plans page, which is critical for conversion.
A full portal redesign that uncovered a broken decision moment and fixed it
In collaboration with
Role
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Product Design, UI Design, Decision Experience, AI
The Challenge
A plans page outside the scope that was quietly breaking the entire portal experience
The project was a full portal redesign. But as we dug into user feedback, a pattern emerged: people weren’t understanding the differences between plans. The plans page wasn’t even in the original scope. We flagged it anyway, because ignoring it would mean redesigning a portal around a broken decision moment.
My Contribution & AI Integration
Building a decision path where there was only a list of options
We redesigned the portal experience end to end, but the plans page became the most complex challenge. 11 options named TP1 through TP7, with differences subtle enough to confuse anyone. Instead of asking users to compare plans, we built a decision path: filters by need, taglines that translate generic names into real promises, and a profile-based recommendation section.
We used WPP’s AI Hub to cross-reference briefing data and performance insights, validating which structures actually reduced cognitive load.
Impact
More confident choices, fewer support tickets, and users finally landing on the right plan
Users started choosing plans with more confidence and less help. Direct sign-ups increased and support tickets dropped, a sign that people were finally landing on the plan that matched their real routine
