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Signal Iduna Hauptverwaltung Illustration

The clients client

I was hired by Foreverdayone for a six month MVP project, which was internally referred to as journey for Signal Iduna in Hamburg. With 5.7 billion in annual subscriptions the Signal Iduna group is ranking 10th biggest insurance company in Germany. The group is the result of a merger between the Signal insurance of Dortmund and Hamburg’s Iduna Nova group in 1999, both looking back on 100 years tradition starting out in protecting mainly KMUs.

The luxury of having user researchers on board

The team during a user testing session

We had two dedicated user researchers from the beginning on with a planned reduction to one researcher after 3 months. This allowed us to thoroughly dig into user needs and come up with well-founded ideas of current paint points. From early interviews to later usability testing we tried to squeeze in as many iterations with users as we could. Our aim was at one testing day with users per sprint.

Getting executive approval with story telling

Cross selling storyboard

Each MVP project had to pass 3 approval gates with members of the board of directors. For the second committee we needed to come up with way to narrate and visualise our work in progress solution without having any prototype to demonstrate. Therefore I relied on a proven tool for narration: the storyboard. For the steering committee presentation, we had A0 print outs on the wall and could walk the audience through the service scenario.

The solution

Personalised e-mail, landing-page and checkout

Our solution was a data driven service to reengage with composite customers on a biyearly basis. We automatically select customer segments and are able to address them with highly personalised update offers which greatly extend their insurance protection. With a personalised casually written e-mail, carefully avoiding insurance jargon, a comparison table landing page and fast and easy to use request forms we were able to put a smile on our test persons faces.

Discovering potential reasons for rejection of the offer in user testing made it possible to anticipate and counter these reasons.