DKV Seguros
Design & CRO Project
Client: DKV Seguros (Insurance & Health Industry)
DKV Seguros, a prominent health insurance company, approached Cloud District with a specific goal in mind: enhance their User Experience (UX) and Conversion Rate Optimization (CRO) strategies.
The objective was to implement incremental actions that would positively impact the conversion of new leads, ultimately improving the user journey and engagement.
This case study showcases how our data-driven, user-centric approach helped DKV Seguros improve their digital presence, resulting in enhanced user experiences and increased conversion rates.
Our strategies and solutions were designed to bridge the gap between user expectations and the digital landscape, ultimately leading to a more successful online presence for the client.
Project Summary
Our approach was multi-faceted and based on comprehensive analysis and data-driven decision-making:
Initial UX Analysis: We conducted in-depth analysis reports to assess the existing UX situation. Through these evaluations, we identified a critical issue - the company's branding was partially responsible for poor conversion rates on shell and homepage landings, as well as in the areas of insurance contracting (e-commerce).
User-Centric Solutions: Armed with data and insights, we embarked on creating solutions that were centered around user needs. We aimed to bridge the gap between user expectations and the existing DKV Seguros digital landscape.
Incremental Improvements: To address these issues, we implemented incremental improvements based on user testing and feedback. Each decision we made was rigorously justified with data to ensure the effectiveness of our strategies.
Methodologies
Our approach was rooted in several methodologies to drive successful results:
- CRO Design: Focusing on Conversion Rate Optimization to maximize lead conversions.
- Accessibility: Ensuring an inclusive and user-friendly digital environment.
- User Observation: Gaining insights through direct user interactions and feedback.
- A/B Testing: Implementing controlled experiments to optimize user experiences.
- Card Sorting: Organizing information to enhance navigation and content discovery.
- Rapid Prototyping: Iterative design and testing for swift improvements.
- Web Front-end: Enhancing the front-end to align with user-centric changes.
- Expert Review: Conducting expert assessments to identify areas for improvement.
- Field Studies: Gathering real-world insights to inform UX enhancements.
Tools
To facilitate our work and ensure seamless collaboration, we leveraged a range of tools and platforms:
- Collaboration Tools: Utilizing gSuite, Slack, and Trello for efficient teamwork and communication.
- Figma: Employing Figma for benchmarking, product design, and comprehensive documentation.
- Excel: Managing data and documentation, generating reports, conducting benchmarking, and analyzing user data.
- Flowchart Apps: Creating visual representations of user flows and information architecture.
- Google Optimize: Employing A/B testing and experimentation for optimization.
- Google Analytics: Utilizing data analytics to inform decision-making.
- Hotjar: Employing user behavior analytics to gain insights.
- Hubspot CRM & CMS: Implementing CRM and Content Management Systems for enhanced customer interactions.
Deliverables
Our efforts resulted in a series of crucial deliverables aimed at optimizing the user experience and conversion rates for DKV Seguros:
- Accessibility Enhancements: Making the digital platform more accessible and user-friendly.
- Comprehensive Report: Documenting findings, recommendations, and strategic insights.
- CRO Strategy: Outlining a clear strategy to optimize conversion rates.
- User Investigation Reports: Summarizing findings from user research and testing.
- Documentation on UX Information Architecture: Ensuring an intuitive and structured digital environment.
- Improved Landing Pages: Enhancing the effectiveness of landing pages for lead conversion.
- Reports on Benchmarking, Field Studies, and Site Contents: Providing insights into user behavior and content performance.
- Reports on Navigation, Interaction Systems, and Information Architecture: Streamlining user journeys and information flow.