smart
Warranty website
Daimler currently sell car warranty via Allianz and required the current e-commerce website to be updated. The website is a pivotal project to ensure the site is informative, modern and converts well, but maintaining a healthy relationship with Daimler.
My role
Creative, UI/UX Designer & front-end development
Involvement
Concept
Prototyping
Low fidelity mock-ups
UI Design
UX Research
CMS Development
Duration
5 months
Team
Digital Marketing
Creative Team
Warranty Sales
Market Management
A brief..
..insight into research and the brief itself
Review the current warranty product, of which Allianz have tens of partners including BMW, Daimler and Vauxhall.
Challenge the existing information and produce an improved design to integrate into the CMS - using smart as the pilot. As a business with staff who potentially know more than anyone else in the world about car warranties. We asked a few simple questions to take the product back to basics.
Challenge their perception of a car warranty?
What is a car warranty?
What value does this bring to the customer?
What is the value in a car warranty?
Who buys a car warranty?
Natalie
42 year old
Nurse
Parent of 2
Natalie is a parent of two teenage children. She drives to and from work and for running errands. She shares her car with her husband who has primary ownership of the vehicle. He arranges the breakdown cover.
Tom.
21 Year old Male.
Full-time student.
Drives a 12-year-old hatchback.
Tom is a full-time student. He lives with friends at University and drives a car that cost less than £500. He believes it’s not worth buying a breakdown cover. He might be covered by a families breakdown cover that comes with a bank account but isn’t aware.
The team worked to create an innovative and customer-focused product through grouping the benefits to the product that a driver could relate to. The ‘comforts’ of their drive which features items such as air-con, to ‘safety and security’ which features items including the seat-belts, to braking system and alarms.
We also took this as an opportunity to reposition the branding, aligning more to smart’s branding but create a more personal tone of voice. Reflecting their no-nonsense and fun brand while using this as an opportunity to challenge current design patterns.
This structured approach is designed to allow a customer to define which areas of the warranty would be beneficial to their driving and their vehicle.
We also took this as an opportunity to reposition the branding, aligning more to smart’s branding but create a more personal tone of voice. Reflecting their no-nonsense and fun brand while using this as an opportunity to challenge current design patterns.
“Our cars are becoming more and more reliable which is not negative to the consumer. However, there is less value year on year in annual breakdown cover policies for customers as a result. With difficult processes by a roadside, when you need them.”
As a product with many yearly repeat customers (you cannot sell an insurance of this type for longer than an annual period) we designed the journey to allow repeat customers a more straightforward route to use their existing ‘login’ details to access their previous price and ‘renew’ whilst ensuring Allianz as the seller still ‘jump through’ insurance hoops.
Rodney, you plonker!
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