DA Direkt. Digital First. Website-Relaunch and Brand Digitalisation
New website, new branding, new perception: digital refresh for direct insurance
At a glance
- 01The challenge Stronger brand positioning, optimised conversion and growth
- 02Our approach. Fullservice for comprehensive brand and website relaunch
- 03The result. Digitalised brand. Online platform with high performance. Strong focus on users
Sector
- Insurance
Disciplines
- Strategy & Consulting
- Project management
- User Experience & Design
- Content: Production / Migration
- Technical implementation (FF & BE)
- Testing
- DevOps
- Operations
Year
- 2019 - 2020
Tech Stack
- Sitecore
- Azure Cloud
Services
- Experience platforms
- Fullservice
- Digital Strategy
The challenge.
DA Direkt is subsidiary of swiss insurance group Zurich. As a direct insurance it’s based in a highly competitive market. In order to differentiate themselves, the digital competencies have been enhanced on the website – with a complementary focus on personal customer service. The new strategy requires a modern and fresh look & feel and an easy digital experience. The main purpose of the website with the new brand experience is to increase conversion and optimize usability on every device. That’s where the fullservice digital agency Merkle comes into the game...
Our approach.
Combination of Kanban & predictive.
A/B-testing – safe POC.
Sitecore Experience Accelerator (SXA).
Mobile first approach.
Innovative customer experience with clear user focus.
New logo and new tonality.
Insurance expressions? Thanks but no. With the new website DA Direkt says goodbye to complicated wordings and boring texts. Instead we use a more open tonality and a simpler, user-focused language. Moreover we design a new logo, symbolizing the new image of DA Direkt.
Styleguide for a perfect design.
The new styleguide offers DA Direkt important guidance to a user-focused design of the online platform. In this guide you can find a new claim, a smart designed visual concept as well as modern colours and fonts. That’s how we break down the branding concept to a visual stage and make the implementation easier for DA Direkt.
The result: a highly performant website with matching user experience
On the new online platform users can find the insurance they need very fast – thanks to an optimized customer experience and intuitive design. The new tonality makes even complicated insurance products easy to understand. The website makes it possible to complete an insurance contract on mobile devices easily.
DA Direkt gets a lot closer to its customers due to this website relaunch – and thus becomes a modern direct insurance. The new CMS is easy to handle and offers many features, simplifying the work of editors. A modern design makes the website relaunch perfect.
for an new branding concept
6.0weeksMerkle-experts at work
40.0+higher conversion by new branding (validated by means of A/B-testing)
12.0%
