Turkcell
TELECOMMUNICATION SECTOR / TURKEY
Insights
Design digital services focusing on human needs, not devices.
Consumers are increasingly living more digital lifestyles, turning to an array of mobile and non-mobile devices for entertainment, video, phone, financial services, payments, shopping and even virtual healthcare. The best designed digital services and applications, regardless of channel or device, are highly customer-centric. These services and apps offer experiences that not only delight the customer but also are easy to use, highly personalized and engender trust. Despite the technical functionalities of apps and services, they are engineered listening to the heart of the users, creating more rewarding and ultimately more human relationships between the customer and the provider. They’re designed for the people who use them, not for the devices themselves.
Consumers are increasingly living more digital lifestyles, turning to an array of mobile and non-mobile devices for entertainment, video, phone, financial services, payments, shopping and even virtual healthcare. The best designed digital services and applications, regardless of channel or device, are highly customer-centric. These services and apps offer experiences that not only delight the customer but also are easy to use, highly personalized and engender trust. Despite the technical functionalities of apps and services, they are engineered listening to the heart of the users, creating more rewarding and ultimately more human relationships between the customer and the provider. They’re designed for the people who use them, not for the devices themselves.
AvivaSA
PENSION AND LIFE INSURANCE / TURKEY
AvivaSA Emeklilik ve Hayat AS offers a wide range of life insurance products and services. The Company's services include yearly, long-term, individual accident, and credit life insurances. As life expectancies grow, so does the length of time individuals will spend in retirement. Considering the average longevity, the retirement age, and the duration of retirement, making retirement plans suitable for personal requirements is assuming increasingly vital importance in Turkey which is one of the OECD countries where the expectations regarding the standards of living are becoming greater most rapidly. We worked with AvivaSA creating a customers Mobile Application, a tablet application for their salesforce to interact with their customers during face to face meetings as well as redesigned from scratch the call centre experience.
Mobile App Strategy, Design and UX Guidelines
Insights
Insurers need strong mobile offerings to satisfy policyholders but often struggle to develop apps that inform and engage consumers.
Idea
Insurers must broaden their channel strategies in order to fulfil the increasing demand for mobile capabilities.
Impact
A great customer experience, as well as engagement.
Design a digital insurance application experience that makes learning and purchasing quick and seamless for all types of stakeholders. Having an app that differentiates itself from the standard desktop site is important to encourage users to download it. It needs to offer something that the website can’t and help to make the life of the user simpler. The answer to this usually speeds and accessibility factors, so with this in mind, how can you save your user time and make it easy for them to access your service? Speed dial buttons to call the insurance company, along with the ability to quickly and efficiently report a claim through the app without having to speak to anyone are great places to start.
Obtaining insurance has always been an important step to help protect a family’s financial future, yet often the digital process can seem time-consuming and complex. AvivaSA building on its 76-year legacy of leadership in the insurance sector approached IBM with an idea for a new way to manage insurance that would offer an easy, fast online experience and target the digital platforms. The design should be clear and keep consistent with the colour scheme of the brand as a whole. This positions the app as familiar territory for users and will resonate with them on a more personal level. Call to actions should stand out clearly with buttons and use of colour and images to help users navigate the app and access the required feature with ease. Ensure that images and buttons are used sparingly, but where relevant. Avoid bunching text close together and over-cluttering – there should be sufficient ‘whitespace’ to make it easy on the eye
Together, AvivaSA and IBM iX developed the brand direction for the new Customer App, and overall new experience to boost brand perception and closing the gar between AvivaSa and its customers. Enterprise Design Thinking was applied to create information accessible, being this regarding the pension system and insurances for both their customers and non-customers with an easy-to-use and appealing mobile application. Furthermore, outcomes spread within the AvivaSA in the shape of common user-centric language and a UX Design Guideline.
AvivaSA
PENSION AND LIFE INSURANCE / TURKEY
Mobile App Strategy, Design and UX Guidelines
Insights
Insurers need strong mobile offerings to satisfy policyholders but often struggle to develop apps that inform and engage consumers.
Impact
A great customer experience, as well as engagement.
Design a digital insurance application experience that makes learning and purchasing quick and seamless for all types of stakeholders. Having an app that differentiates itself from the standard desktop site is important to encourage users to download it. It needs to offer something that the website can’t and help to make the life of the user simpler. The answer to this usually speeds and accessibility factors, so with this in mind, how can you save your user time and make it easy for them to access your service? Speed dial buttons to call the insurance company, along with the ability to quickly and efficiently report a claim through the app without having to speak to anyone are great places to start.
Obtaining insurance has always been an important step to help protect a family’s financial future, yet often the digital process can seem time-consuming and complex. AvivaSA building on its 76-year legacy of leadership in the insurance sector approached IBM with an idea for a new way to manage insurance that would offer an easy, fast online experience and target the digital platforms. The design should be clear and keep consistent with the colour scheme of the brand as a whole. This positions the app as familiar territory for users and will resonate with them on a more personal level. Call to actions should stand out clearly with buttons and use of colour and images to help users navigate the app and access the required feature with ease. Ensure that images and buttons are used sparingly, but where relevant. Avoid bunching text close together and over-cluttering – there should be sufficient ‘whitespace’ to make it easy on the eye
Together, AvivaSA and IBM iX developed the brand direction for the new Customer App, and overall new experience to boost brand perception and closing the gar between AvivaSa and its customers. Enterprise Design Thinking was applied to create information accessible, being this regarding the pension system and insurances for both their customers and non-customers with an easy-to-use and appealing mobile application. Furthermore, outcomes spread within the AvivaSA in the shape of common user-centric language and a UX Design Guideline.
Pioneering the Future of Insurance with an
Innovation & Experience Studio
PENSION AND LIFE INSURANCE / TURKEY
AvivaSA Emeklilik ve Hayat AS, a prominent figure in the life insurance sector, provides a comprehensive suite of services encompassing annual, long-term, personal accident, and credit life insurance. As global life expectancies continue to rise, so does the anticipation of extended retirement periods. Given this trajectory, especially in Turkey—one of the rapidly progressing OECD countries concerning living standards expectations—it's imperative to craft retirement plans tailored to personal needs. This awareness is even more paramount in an era where retirement durations and ages are shifting.
Recognizing these evolving needs, we collaborated closely with AvivaSA. Our collective efforts culminated in developing a mobile application tailored for their customers, offering them accessibility at their fingertips. Simultaneously, we launched a tablet application designed specifically for AvivaSA's salesforce, enabling a more dynamic and immersive engagement during in-person consultations. But our innovation didn't stop there; we also overhauled their call center experience, ensuring that every customer interaction was seamless, efficient, and truly representative of the AvivaSA brand promise.
Insights
Insurers face challenges in crafting mobile platforms that truly resonate with policyholders, despite the pressing need for robust digital engagement solutions
Idea
Insurers should expand their channel approach to cater to the growing appetite for mobile functionalities.
Impact
Boosted brand loyalty by aligning with daily client needs, ensuring both immediate and future expectations are met
In today's digital age, stakeholders expect a streamlined and intuitive insurance application experience. A unique mobile app that stands apart from its desktop counterpart can drive downloads and engagement. The success of such an app often hinges on its speed, ease of use, and distinct features not available on a standard website. For example, features that allow users to instantly contact the insurance company or swiftly report a claim without direct human interaction can significantly enhance user experience. The challenge is to integrate these features seamlessly, ensuring that the user's journey is not just replicated from the desktop, but optimized for mobile interactions.
Ensuring families have a secure financial future is paramount, and insurance plays a pivotal role in this. However, the digital acquisition of insurance can often feel tedious and intricate. Recognizing this challenge and leveraging its 76-year legacy, AvivaSA collaborated with IBM to revolutionize insurance management, focusing on a swift and user-friendly online experience across digital platforms. The design blueprint emphasizes brand consistency, using AvivaSA's signature color palette to create a sense of familiarity and trust for the users. Clear and distinctive call-to-action elements, strategically positioned, will facilitate seamless navigation. It's essential to strike a balance, integrating impactful visuals and buttons without overwhelming the user, and ensuring ample 'whitespace' for visual comfort. The goal is to create a digital journey that is intuitive, relatable, and in line with AvivaSA's brand ethos
In a co-creation effort, AvivaSA and IBM iX embarked on a mission to reshape the digital face of insurance. The challenge? To redefine the brand direction for AvivaSA's new Customer App, elevating brand perception and forging stronger ties with its customer base.
Harnessing the power of Enterprise Design Thinking, the partnership prioritized clarity and accessibility. The result was an inviting mobile application that demystified the complex world of pensions and insurance. Designed for both existing AvivaSA patrons and potential customers, the app offered a blend of user-friendly interfaces with comprehensive insights.
But the ripples of this collaboration extended beyond just the app. Inside AvivaSA, a transformative wave took shape. A user-centric lexicon started to resonate across departments, leading to the birth of a comprehensive UX Design Guideline. This not only standardized design practices but also solidified AvivaSA's commitment to placing customers at the heart of their digital evolution
