Premierline
Case Study Details
Date May to December 2015
Client Premierline (Allianz brand)
Project Mobile Responsive Website
Role Lead UX/UI Designer
Skills Interaction Design / Mobile Responsive / UI / User Testing / UX / Visual Design / Wireframes
“It was a pleasure working with Marlon at Allianz. His UX work on the Premierline project was exceptional. He showed a deep understanding of design and requirements, whilst being sensitive to the brands and stakeholders.
His technical knowledge was very handy, ensuring designs would be supported by the platforms.”
Introduction
During my tenure as a Senior UX Designer at Allianz Insurance, I had the privilege of working on Premierline, a subsidiary of Allianz. Premierline offers commercial and business insurance products directly to customers. Allianz initiated a significant IT project to migrate all its websites, including Premierline, to the Adobe Experience Manager (AEM) platform. The objective was to modernise the websites, making them mobile responsive and in line with current web standards and Allianz branding.
The Problem
The existing Premierline Direct website (see Fig 1.1 below) presented several challenges. It was visually cluttered, outdated by five years, lacked mobile responsiveness, and was difficult to navigate. The website was built on legacy systems, making production releases cumbersome, with lead times of up to three months. Moreover, the landscape of direct sales of commercial insurance had evolved with the emergence of aggregators, intensifying competition. To remain competitive, Premierline needed to shift from direct sales of Allianz products to a broker-like model, offering commercial policies from various insurers.
Fig 1.1 - Old and outdated Premierline Direct website
The Solution
Fig 1.2 - Vastly improved UI and user experience
As the lead designer and UX specialist on the project, my primary responsibility was to design and test a mobile-responsive site on the Adobe Experience Manager platform that maintained the brand identity and delivered a seamless customer experience across all devices.
User Research and Personas
I initiated the project by conducting both quantitative and qualitative research including stakeholder interviews, which led to the creation of several user personas. These personas served as a foundation for crafting the user journey and defining the information architecture. They played a pivotal role in guiding the design and UX decisions, ensuring that usability improvements were backed by data-driven insights.
Agile Collaboration
The project embraced Agile methodologies and featured cross-functional collaboration. In addition to my design responsibilities, I took on a significant front-end development role using the AEM content management system. This Agile approach promoted close collaboration between, design, development and business stakeholders and allowed us to tackle challenges collectively.
Results and Outcomes
The project demanded innovative solutions to present a content-rich website within a concise and manageable interface. A clear business objective was to deliver industry sector news to assist business in mitigating against insurance risk. By leveraging my five years of experience with the Adobe Experience Manager (AEM) platform, I tapped into previously untapped tagging features to create a smooth and seamless user experience across all platforms which delivered on point and crucial articles which business authors were able to produce and publish themselves.
After a six-month project lifecycle, we successfully launched the website in November 2016. The impact was immediate, with a remarkable 30% increase in business—a testament to the project's success.
Despite the logistical complexity of a tri-located project spanning Guildford, Lancaster, and Trivandrum (India), we delivered the project on time and within budget.
Fig 1.3 - Innovative solution of content tagging on AEM platform delivered content to users in an organised and easy to consume interface
Conclusion
The transformation of Premierline's website on the Adobe Experience Manager platform was a significant milestone in enhancing the digital presence of Allianz Insurance. By integrating user-centric design principles, data-driven decision-making and agile collaboration, we successfully revitalised the website, positioning Premierline to thrive in an evolving and competitive commercial insurance marketplace. This project exemplified the power of a multidisciplinary approach and the value of seamless UX/UI design combined with front-end development expertise.
