Designed by SHERPA, the user-oriented website for Eureko Sigorta turns insurance into an easy and understandable experience for everyone.
About the project
Who says insurance is hard? Probably everyone. According to many, the world of insurance consists of complex terms, incomprehensible concepts, and processes known only to experts. So why can’t everything, for everyone be simpler, easier to understand? Of course, it’s possible.
Eureko Sigorta, the representative of Achmea -one of the world’s major insurance associates- in Turkey, is the leader of bancassurance in the industry. In the project kick-off meeting, Eureko Sigorta, aiming to enrich the existing customer base and provide a better user experience to their customers with different needs, informed SHERPA about recreating their website and online branch experiences as a way to break down the conventional insurance perception in people’s minds and to construct an understanding that will extend from the present to the future.
Albert Einstein says that It is harder to crack a prejudice than an atom. With the difficulty and importance of this task on the agency’s mind; designing a unique and innovative experience to re-establish the rules in the world of insurance, they focused on users and started working.
SHERPA has started the design process with persona creation and user experience strategy documentation, continued with customer experience journey maps; and finished with the integration of the quotation processes and updated content -which was defined in the user-oriented information architecture by them- into the website and online branch interfaces, offering an innovative experience from the start to the end.
The renewed face of Eureko Sigorta eliminates the cold, strict and complex, conventional insurance company stance, which people avoid. It reflects the lean, warm and close vision of the brand that sincerely appeals to users from all levels of insurance awareness.
Discovery And Needs Analysis
• Draft Production and Resource Planning
• UCDC (User Centered Design Canvas) Workshop
• KPI Setting via Google HEART Framework
User Experience Analysis
• UXAAR! – UX Analytics Audit Report
Content Strategy And Information Architecture
• Content Audit and Requirements Analysis
• User Experience Strategy (UX Blueprint)
• Information Architecture & Navigation
• Content Map
• Content Creation and Editing
• Interaction Scenarios
User Experience Strategy And Design
• Persona Definition
• User Journey Design
• Lo / Med / Hi-Fidelity Wireframe Design
• User Interface Design
Defining the audience, their expectations, and the solution process
The clearest summary of the project goal for Eureko Sigorta team, “A user experience design, at least 5 years ahead of competitors” was an important directive for the agency. For an experience design that would keep its innovative characteristic for at least five years, it was necessary to make a future projection as well as assessing the current state.
This was only possible by offering current customers a better online experience, also appealing users from all levels of insurance awareness by creating a simple, understandable content and design concept.
SHERPA has prepared a UXAAR report about the current user experience and identified the existing pain points. They also created a KPI list of the project using the HEART (Happiness, Engagement, Adoption, Retention, Task Success) Framework, and set the business objectives and metrics.
The agency then conducted a UCDC (User Centered Design Canvas) workshop with the Eureko Sigorta team and identified the target audience, problems and solution suggestions with a user-oriented perspective, and put forward the unique value proposition.
SHERPA has thoroughly analyzed the research report on the company’s existing customers and created personas, then the agency created customer experience journey maps for these personas. Next, they compose a UX Strategy Blueprint document built on the insights they collected which became their reference while making design decisions.
Insurance for all
Subsequent to the content audit of the existing website and online branch, SHERPA has reconstructed the information architecture and navigation structure in a user-friendly form. They edited the static content to be included in the new structure to be more comprehensible for the users.
Based on standard form structure, SHERPA has redesigned the quotation flows in an interactive dialogue format which provides the user with a dynamic experience. The agency conducted this unique experience as a first in Turkey. On the home page, with the “Why should I get insurance?” interactive section, targeting both existing and potential customers, the agency has offered the opportunity to discover that insurance is for everyone, but everyone who wants to secure themselves and their loved ones.
İlker Arabacı, Executive Vice President at Eureko Sigorta Information Technology and Digital Channels commented about their collaboration as below,
We are a leading insurance company aiming to provide the best service to our customers and to always be one step ahead of our competitors in doing so. Working with SHERPA on our website and online branch renovation process has been one of the best decisions we made, which expanded the innovative and user-oriented Eureko Sigorta vision remarkably.
The SHERPA team has been producing the most efficient solutions for the Eureko Sigorta customers by carefully analyzing the requirements and the processes to be carried out. Together, we have developed an approach that focuses on simplicity, covering all users with various levels of awareness about insurance. So, with SHERPA, we were able to create a website, far beyond our competitors in terms of both user experience and user interface design.
Through the experience design process, we have been in line with the agile project management principles; we have planned and followed the processes on ScrumDo. We used Slack and Skype to stay in constant instant communication, so we increased productivity. In the interface design phase, we have benefited from many collaborative working tools like RealtimeBoard, Invision and Zeplin.
As Eureko Sigorta team, each phase of the project was exciting for us; so were SHERPA’s deliverables. I believe our customers will share the same excitement after the designs are implemented. We are proud to take this pioneering step in the Turkish insurance industry, especially in the user experience field.
SHERPA has redefined the way in which customers help their customers interact and transact with them. They have a data driven approach to creating interfaces and UX.