Reale Mutua Assicurazioni
UX & data-driven design for a new digital strategy
Goals
NEW QUALIFIED LEADS
RMA’s goal was to rethink their site from a data-driven perspective that would boost its usability and the consequent generation of qualified quotes. Another important aspect was the migration of all of the applications developed up to that time into a single infrastructure that was more dynamic and flexible for the business.
Simplifying navigation flows, gathering data and business insights, optimizing the user experience
Approach
DATA DRIVEN DESIGN FOR A SUCCESSFUL BUSINESS STRATEGY
In the early stages, data was gathered from digital analytics platforms to be used alongside insights gleaned from interviews with users and stakeholders.
The UX team then analyzed this information in order to create data-driven navigation flows, while the Creative team focused on designing an interface that presents a new corporate identity for the Group in line with the latest finance sector trends.
This work was supported by the MarTech department, which handled site development, ensuring that the technological structure remained faithful to the Group’s strategic mindset.
We also launched a digital analytics consulting project to measure all of the user interactions occurring on the site through a new technical tracking and assessment initiative; this was in addition to SEO consulting focusing on site optimization.
The entire project was characterized by a co-design approach undertaken with the customer, for step-by-step flow and activity management.
Results
A BLUE-RIBBON DIGITAL STRATEGY
The project created for Reale Mutua Assicurazioni won first prize in the “Insurance, Finance and Research” category at the 20th Interactive Key Awards.
