about
Digital future of insurance
EmmaLife is an insurance startup founded by PAX Holding located in Basel. With the motto “Rethink insurance” they created a digital platform for life risk insurance to enable customers to purchase insurance completely online and make the topic of pension provision accessible and understandable for everyone.
challenge
Increasing sales in online channel
EmmaLife identified their current sales of life insurance via on-line channels have room for improvement. They have referred to our expertise and asked for help in reaching more traction and having more people buying their death insurance or income insurance online.
approach
Stepping into the shoes of the users
Our approach required ethnographic research in the form of in-depth interviews with usability tests that enabled: understanding of the social and cultural context in which life insurance is purchased online, as well as developing the ways to improve communication and UX design and craft relevant value propositions.
solution
Right actions at the right time
Together with EmmaLife we created a customer journey map, which showed the pain-points of the clients’ interactions with the product. Hubspot (a customer relationship management tool) implementation allowed the automation of marketing activities, the creation of landing pages, and the management of marketing campaigns. We recommended segmenting a target group and then addressed the various sub-segments with specific landing pages and campaigns. We enabled redesigning user experience, shortened the process, and improved the conversion rate over time.
