Challenge

The strategy 20.20 of the international insurance group aims at acting even more customer-centered, digital and agile. As a partner, we support Helvetia in the digital transformation of its online channels and create the base for a new and consistent customer experience. The digital appearance was redefined and a technically sophisticated customer portal was integrated into the website in order to address new customer groups and offer a better service for existing customers.

Services
Experience & Commerce

Industry
Financial Services

Market
Germany, Austria, Switzerland

Tech Partners
Adobe

Website Relaunch

The website as a strategic touchpoint in the customer journey was revised in 2017 and consistently focuses on the users. The improved usability allows users to individually adapt offers and products. They are addressed according to their needs via product-related and editorial content.

The digitalization of the order process also means less manual processing effort - which has a positive effect on Helvetia's internal efficiency.

Approach

1. Agile Workflow
   Agile project approach with scrum and sprints in a two-week schedule.
2. UX Design
   Digital styleguide based on Frontify and expansion to a comprehensive living styleguide including a Frontend Pattern Library, which is the technical base for the frontend implementation of country pages, calculators and portals.
3. Concept
   Development of a UX concept together with Helvetia's national subsidiaries based on a mobile-first approach.
4. Research. Usability Testing
   Various end-customer testings with interviews, microtests such as UX labs as well as tree-testings and cross-country remote tests.
5. Technology
   Multi-team value chain and integration of different Adobe Marketing Cloud products (Analytics, Dynamic Tag Manager)

Simple, clear, digital - and focusing on the customers

Concept

Conversion optimization and personalization are the focus of the concept. Users are addressed in a personalized manner and are given access to relevant content at all times, where product-related content merges with editorial content. This increases the online turnover and we improve the lead generation.

UX design
The design is based on generous typography, the well-known and striking Helvetia colours, prominent branding and its own image world, which is used extensively. It is experienced by customers and lived internally. This is ensured by a comprehensive living styleguide incl. pattern library based on Frontify. The result: a consistent brand experience and a fresh look across all touchpoints and country websites.

Customer portal

Following the relaunch of the brand presence, the task was to integrate a new customer portal for policyholders and pension fund policyholders into the website.

The degree of technical innovation in this project was extremely high. But in close cooperation, we took Helvetia to the next technological level.

Approach

1. CMS
   Adobe Experience Manager with configuratively integrated Java applications for an innovative technical approach during a multi-brand setup.
2. Business Analysis
   Comprehensive process and system analysis, support in the gathering of business requirements, support in the appropriate technical solutions.
3. Agile workflow
   Project management with Scrum and sprints every two weeks.
4. Interdisciplinarity
   Cross-location team work with a team directly on site at the customer.

It gets personal – with the communication and the offers

UX design

The user guidance offers an uniform user experience. Helvetia uses interactive navigation elements to enter into a direct dialogue with users. Already through the homepage you can reach a desired topic with only a few clicks. We focus on a personal approach and the consistent personalization of the content. Users can use practical self-services, online transactions and calculators. A personalized area enables customers to view contract-relevant information at any time or to order and download documents.

Technical implementation
Both the website and the customer portal are based on a flexible technical platform. It combines the strengths of the Adobe Experience Manager and other products from the Adobe Marketing Cloud with information and functions from diverse, historically grown backend systems in various insurance sectors in one central portal. Through direct backend integration, contact requests, for example, are stored directly in the CRM.