CSS, one of Switzerland’s leading health insurers, shows the industry how it is done with its new website offering intelligent, relevant content and services. It meets users in their individual context and supports them at every stage of their journey. Sia, a smart conversational user interface, is directly integrated into the website as a central communication tool. A constant companion, it builds bridges for the user.
Experts from CSS, One Inside and Unic worked together from the very start, taking an interdisciplinary approach and jointly developing the project scope, problem-solving strategies, designs and solutions. Unic took on the issues of user research, UX architecture, design, content coaching, frontend, analytics, SEO and personalisation, while One Inside was responsible for technical solutions created on the Adobe Experience Manager.
- CSS Insurance
- Customer since
- March 2020
regular weekly meetings with the entire project team
sprints from GO to GOAL
whiteboard in the creative project room
intents mapped onto Sia
A Sustainable Foundation
CSS is constantly communicating with its customers to better understand them and the context of their activities. It is keenly aware of its customers’ individual needs and provides content and services designed to help them reach their goals as quickly as possible. The new website is built on a stable foundation. Designed with Vision 2025 in mind, it is highly flexible and can grow to meet future requirements and demands.
Identifying User Intent
Understanding the context in which users operate and identifying their needs is key to remaining a step ahead. This information can be gathered from various sources: clicks and searches, user profiles, times of day, current events, or communication with a conversational user interface. CSS uses this information to engage its users and provide them with relevant information.
A Variety of Methods
In keeping with the concept of human-centred design, we applied various research methods throughout the project to broaden our understanding of each user. Our aim was to identify what influences users, what they are hoping to use the website for and how they assess new insurance policies. CSS personas were actively verified and refined using field research.
Journey-based User Experience
The website provides users with continuous support on their journeys, regardless of their objectives. Rather than spending time and effort finding the relevant information themselves, users are guided to their goals. Using the content model, which encompasses all structural elements and components, each page identifies the next best click. This sequence was then mapped onto the website.
Focussing on Needs Instead of Products
During the relaunch, the product-centric push model had to make way for a needs-oriented pull model. CSS wants to engage its users by providing relevant content and answering their questions before marketing suitable products with the context in mind. Thanks to data-driven content marketing, CSS is quick to recognise user trends and provide high-quality content.
Sia – Always at your Side
Sia, the conversational user interface, aims to guide users to their goals as quickly as possible and welcomes users with the words: “I’m here to help you find exactly what you’re looking for. I’m a mouse-click away.” Sia takes into account the user journey up to that point and the current context. Sia can proactively communicate with the user and is always ready to provide support. Pre-defined possible responses quickly nudge the communication with the user in the right direction. And Sia is always learning. The first user stories have been mapped, others are being modelled and implemented.
Clear and Intuitive
Text, speech and images are clearly designed to meet users’ needs and provide benefits. This is reflected in the navigation which identifies the three main user objectives: “Properly Insured”, “Quick and Easy” and “My Health”. Calls to action are not reduced to simple instructions such as “Next”, but are phrased meaningfully: “Check Now”.
The first self-learning personalisation features and mechanisms have been integrated into the website. For example, the teaser elements on the blog are modified to each individual situation. Following the relaunch, CSS now has the basis and technical toolbox required to map additional use cases using personalisation.
Co-creation Brings People Together
The principle of Co-Creation was key to every phase of the project, bringing in different perspectives from different disciplines. By working so closely together, the project team developed a shared culture, understanding and way of communicating.
The new platform charts a new course for our digital touchpoints. The go-live date doesn’t signal the end of the journey. We’re just getting started.Marcel Engelberger
Head of Digital Marketing at CSS
Contact for your Digital Solution with UnicBook an appointment
Are you keen too discuss your digital tasks with us? We would be happy to exchange ideas with you: Jörg Nölke and Gerrit Taaks (from left to right).
Contact for your Digital SolutionBook an appointment
Are you keen to talk about your next project? We will be happy exchange ideas with you: Melanie Klühe, Stefanie Berger, Stephan Handschin and Philippe Surber (clockwise).