Groupama UX Case
Groupama Turkey is an insurance company a branch of French Groupama and widely works with agencies in Turkey especially in car insurance.
Project
A New Policy Management System
Primary Objective
Design a brand new user experience for the Insurance Broker who are using the Groupama Insurance’s policy management system.
Design Team
Me as the UX Designer/Team Lead, 1 UX Researcher, 1 UX Designer, 1 UI Designer
Intro
User: Insurance Broker
B2B Persona
Lorem
Problems
We interviewed 7 different agencies and their users to test our hypotheses, conducting user testing with their actual product. The research revealed several pain points in the user flow that could be improved with a UX-focused approach.
Starting a Deep Research
Our research began with a workshop to gather insights from business stakeholders. We followed with a UX check to identify pain points and opportunities, then developed design hypotheses before engaging with users.
User Interviews and Outputs
We interviewed 7 different agencies and their users to test our hypotheses, conducting user testing with their actual product. The research revealed several pain points in the user flow that could be improved with a UX-focused approach.
Wireframing
Streamlined Flows for Faster Policy Sales
Brand new User Flow
Our research showed that the policy creation flow was the main pain point for nearly all users. I designed a new UX flow that could easily accommodate future features. While I focused on the core flow, my teammates handled the detailed sections, and we seamlessly integrated everything together.
Highlights
Challenges and Solutions
Delivery
UI Handover
After wireframing iterations ended, UI design process started with the topic of choosing right visual concept. Project was restricted with the corporate identity of Groupama Insurance. That’s why we moved forward with Groupama colors and added some supportive colors.
We improved visual hierarchy by using background colors on the dashboard to guide users through the flow, acting as subtle directions from the UX team.
Result
Impact & Key Learnings
Primary Objective Completed
We tested the app in collaboration with one of the largest insurance companies in Canada. The results were highly satisfying, with all features— including behavior analytics tracking and community building—performing effectively.
Designer’s Touch to the Service
I thoroughly enjoyed contributing directly to the service, learning valuable lessons about enhancing and maintaining user engagement through effective, motivating UX. It was also a great opportunity to refine my design management skills and improve internal team communication.
Designer’s Touch to the Service
I thoroughly enjoyed contributing directly to the service, learning valuable lessons about enhancing and maintaining user engagement through effective, motivating UX. It was also a great opportunity to refine my design management skills and improve internal team communication.
Meric Bakis 