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.
- 35 regular weekly meetings with the entire project team
- 20 sprints from GO to GOAL
- 18 m2 whiteboard in the creative project room
- 153 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.
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.
CSS aims to offer users a unique experience in the digital world: intelligent services that support users on their journey. To arrive at intelligent solutions, the approach to digital projects must be entirely different.
It is only by having smart user interfaces that valuable interactions can take place that "understand" customers on their journeys and support them in the best possible way. CSS Insurance wants to be one step ahead of its customers. To do so, it needs to know where its customers are and offer them useful options as they move forward.
To design a responsive, relevant and user-centered web portal for CSS Insurance, it was essential to understand the users’ goals. Who visits css.ch? And what do visitors want to do on the website?
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