Banking, Insurance & Fintech
Complex platforms, simple experiences
How we optimized the workflows of Wide Group brokers through a data-driven redesign.
English
Wide Group is one of the leading insurance brokerage firms in Italy
Wide Group is engaged in a process of Continuous research within the framework of digitization of systems And of theoptimization of insurance brokerage processes, to offer a unique, innovative and distinctive service in the market.
The challenge
Also in the insurance sector, understand behavior and needs of its customers and make available to them understandable digital touchpoints and effective for users is essential for achieving business objectives of companies.
The group's platforms, MyWide and Policy, which are for use by Wide Group's professional brokers, frame these needs, but in them yes Do they detect some critical issues What about it limit the effectiveness of use, thus increasing the execution time of the processes and the learning curve of the platforms.
Overview
For this reason, Conflux supported Wide Group in the analysis of the user experience of the two platforms
with the purpose of providing a Redesign completely based on the analysis of research evidence and therefore “data driven”, with the purpose of simplify and improve the user experience.
Adopting different UX Research activities, Conflux has mapped the flow of interaction with platforms and identified a series of design improvements for both management systems and for the entire service, from the evolution of a prospect for an insurance product for a customer, to the subsequent phases of customer support over time.
Thanks to its competence and professionalism, Conflux has accompanied us in the process of optimizing the user experience of our digital platforms, helping us to improve the interaction of users with the latter, and allowing us to significantly improve the set business objectives.
The services that
We have adopted
Eye Tracking
We use eye tracking to analyze where users focus their attention, optimizing interfaces and improving the experience.
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Test with users
We carry out tests with users, both in the laboratory and remotely, to evaluate the usability and improve the experience of your digital products.
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Interviews
We conduct interviews with real users to gather useful insights, understand their needs and improve the service experience.
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Benchmark
We compare services with those of competitors and comparators, identifying areas for improvement and opportunities for growth.
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UX Design
We conduct A/B tests to compare different design versions, optimizing user experience and conversions on websites.
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UI Design
We design visually appealing and intuitive interfaces, which improve the user experience and reinforce the brand's identity.
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Task Analysis
We conduct task analysis to understand how users carry out activities, optimizing processes and improving the efficiency of interactions.
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Analytics
We use digital and visual analytics to analyze user behavior and improve the design and conversions (CRO) of your services.
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The work with Wide Group demonstrates how research and data based design can transform complex services into fluid and intuitive experiences. We have not limited ourselves to improving two platforms: we have helped to redesign the entire flow of interaction, reducing inefficiencies and truly putting people at the center. This is the value we want to bring to every project: decisions guided by evidence, not by assumptions.
Our method
Our Approach
Based on an approach”Data Driven Design”, an activity was carried out by UX research in-depth, through Task analysis, Eye Tracking Study, Contextual interview and the use of tools of digital and visual analytics. From the results of the research, a series of User Journey and Service Blueprint, and a project has been carried out by UX design fully responsive.
The team work
Our team of searchers and UX designer have worked in synergy to improve the user experience of the entire service, sharing the design process and the results with the customer.
Project in numbers
8
usability testing through eye tracking test and task analysis
7
people involved in contextual interviews
31
critical issues identified
41
Analyzed heatmaps
4
Mapped customer journeys
200+
Trained UX talents
