Asia Lab is Allianz’s dedicated advanced data analytics and innovation hub in Asia working to build the next business model for insurance. It is also a platform designed to connect innovative businesses and entrepreneurs with Allianz’s network of operating entities in Asia Pacific.
In view of this, Asia Lab were looking to revamp this platform to engage stakeholders to utilise and share their ideas.
The current website has most of its functions in place but is still in need of a revamp as there is potentially a lot to be offered on the website. Its current functions serve as a purpose for users to pitch project ideas and obtain the community’s opinions but there is not much communication and involvement from the public.
To revamp the product, enhancing its user interface and experience to facilitate project contributors and web viewers, allowing them to indulge in the design flow of the website via mobile and desktop. The user experience and content structure of the website were to be deconstructed, revised and reconstructed as to allow the website to realise its fullest potential.
Together with the stakeholders, we prioritised user experience as the core of the product would be on how internal staffs can contribute their ideas. Here’s a rundown of what we have done.
As stakeholders are primarily the target audience, we set off with an objective and identify our secondary target audience as well.
To promote its awareness of the newly launched online platform to its desired target audience, updating them of exciting technological feats that Allianz has to offer.
Primary: Allianz Employees
To promote the company’s latest technological-based platform within the inner circle, highlighting its involvement in the art of innovation.
Secondary: Allianz Clients/Potential Partners
To expose existing clients to what Allianz is doing in the technological scene and potential partners on the possibilities of partnerships.
Moving on, we went to research on existing websites that operate similarly as what we wanted to achieve. Websites such as Kickstarter, Indiegogo, OneMission Fund and OpenIDEO were the basis of the foundation. We also gained insights from internal stakeholders on how they would want the product to be like and this led to us crafting out personas that are based on the user background, environment and end goals.
With Alex (Allianz employee) and David (partner) as our personas, we started developing user stories and user flows that revolve around the perceptions of Alex and David as they navigate throughout the product.
Working with the stakeholders, who happened to be the users as well, we defined user stories together.
For example, the user journeys between the public user, partner and employee are defined differently. The public user is not able to view projects while the others have access to do so while partner users can create projects while the others are unable to.
Usability and penetration tests were conducted with stakeholders and external vendors respectively. From a user perspective, the goal was to further test and assess learning behaviours for feedback purposes.