In a nutshell
Between roughly 2016-22, 3 agencies, Accenture Song, Superunion and dmcgroup, with several Allianz in-house teams enabled the Allianz Digital Transformation. The work of over 350 people cumulated in the relaunch of two main projects: the allianz.de main portal, and its first digital product, the first e-commerce car insurance. As Lead UX/UI Designer on both projects I created a new e-commerce journey and oversaw UX/UI production and launch.
Insurance is tricky. It's not like buying a chair, or groceries. When you buy insurance, you buy a promise.
I helped Allianz to increase conversion of its online car insurance to transfer its market leadership into the web.
Selected process steps
Analysis
Heuristic Evaluation & Pain Point Workshops
The existing Allianz car insurance was a complicated, 10-page process that many users gave up on and turned to costly in-person services. I created and facilitated several team workshops to assemble requirements, technical dependencies and insurance process specifications. I also incorporated some existing User Research into my analysis and insights presentation.
CX/UX
Process Design &AI
I proposed a radical reduction into a basic "3 steps to your insurance" process which became the template process for all Allianz e-commerce processes from then on. I created a process flow with daily updated components to update a team of over 350 people on the daily conceptual changes.
UX/UI
Features, Flows, Components
In parallel to the UX/UI wireframes, I created the processes of core flows around accounts and sign-ups.
Production
UI Rules, behaviours, specs
I created all UX feature specifications, and IA in a 100+ page UX Bible in InDesign, which was mailed daily as PDF to the large team. It was used in stakeholder meetings for sign-off and then for UI and backend production. I also created component and feature specs in Confluence for partner agencies across Europe.
Analysis
Heuristic Evaluation & Pain Point Workshops
The existing Allianz car insurance was a complicated, 10-page process that many users gave up on and turned to costly in-person services. I created and facilitated several team workshops to assemble requirements, technical dependencies and insurance process specifications. I also incorporated some existing User Research into my analysis and insights presentation.
CX/UX
Process Design &AI
I proposed a radical reduction into a basic "3 steps to your insurance" process which became the template process for all Allianz e-commerce processes from then on. I created a process flow with daily updated components to update a team of over 350 people on the daily conceptual changes.
UX/UI
Features, Flows, Components
In parallel to the UX/UI wireframes, I created the processes of core flows around accounts and sign-ups.
Production
UI Rules, behaviours, specs
I created all UX feature specifications, and IA in a 100+ page UX Bible in InDesign, which was mailed daily as PDF to the large team. It was used in stakeholder meetings for sign-off and then for UI and backend production. I also created component and feature specs in Confluence for partner agencies across Europe.
Services and results
UX Lead on +200 M. € digitization project in 350 people team
Increased car insurance sales in 2020 alone by 821.000 €, increased since
Increased returning visitors by 20% after redesign
Increase of e-commerce session duration to 6+ min
European CX strategy
B2B & B2E concepts for insurance brokerage site features
E-commerce UX concept
Concept wireframes for the main flow leading to high revenue increase
Content & Information Architecture
Process and content stucture concepts
UI Consistency oversight
Oversight of design consistency of final component production
Feature specification
Definition of behaviours, interactions, states and cases
Multidevice components
Modular atomic element design
Snapshots from this project
All work shown here was created by me in all its parts.
months
components
pages
page manual
Klaus Driever, Lead Digital Sales, Allianz, München
Previously on the site, all we had for the car insurance was a small scale effort. Now we see a ten times greater number of users.
Christian Ulbricht, Project Lead, Allianz, München
It was a remarkable handshake of all team members that drove this project to victory. They even accommodated the often feared last-minute changes from higher stakeholders without complaint. Normally one can't move a driving train onto an unknown track. Multiple times, my people quickly build a bridge over a river, and laid down new tracks. That never works without the right kind of humor.
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