Introduction
UX, Web Designer.
The challenge
Maximídia is a personal accident insurance brokerage with over 20 years of experience. With a completely analog telemarketing model inserted into a totally digital world, they decided that the time for transformation had come.
To start this new phase for the company, the challenge was to develop a website that could reflect the experience and weight of the brand in the market, while its identity and visual communication adjust to reach a younger audience.
Inserting Maximídia into the digital medium, allowing, through the website, the utilization of the resources of this environment by the company;
Complete design using Figma;
Complete development using ReactJS+NextJS and WordPress as a Headless CMS;
The solution
Only 17% of the national population has life insurance, according to the National Federation of Private Pension and Life (FenaPrevi, 2022);
A growth of just over 23% was recorded in the search and acquisition of these insurances during the year 2022;
The average age of the company's clients was 40 years;
The age group with the highest risk of accidents, according to statistics from DATASUS (2019), is between 20 and 30;
The increase in this demand is directly related to the development of new markets and the lack of adequate protection. Also, with access to information, more and more young people are increasingly interested in ensuring greater health care.
Simplifying the visual presentation of the constructed map and exemplifying the strategy:
As the company operates through the call center to offer products to clients and convert new ones, at this first moment the intention is to continue using this structure, but in a more digital way: inserting digital contacts, such as via WhatsApp, and also giving the user the option of whether they want to receive a call or if they wish to make it themselves.
The company needed a refresh of its identity. Points of change involving design research were raised, such as changing the red, removing some of the sense of urgency and danger, especially when talking about the risk of personal accidents, and replacing it with a low-contrast, lightly saturated green, highlighting a feeling of safety, comfort, and lightness when touching on delicate subjects.
The prototypes were made for the 3 most common types of resolution: mobile, desktop, and tablet, to meet the majority of users accessing from a variety of devices.
References used
Maximídia is a personal accident insurance brokerage that decided to embrace digital transformation. To kick off this new phase, I developed a website that could encompass the experience and the weight of the brand in the market.
