Europeesche is part of the ASR Nederland insurance group and specialises in travel and leisure insurance products and services. Europeesche wanted to set itself apart from the competition by creating a stronger brand and communicating in a more relevant way. With that in mind, they decided to create a new corporate identity where ‘passion’ is a central theme. This theme was chosen because all the employees of Europeesche are passionate about the things they insure.
We were asked to develop the strategy for the online channels, including mobile devices, based on the new corporate identity of Europeesche. We were responsible for the new strategy, the translation of the proposition into both graphic and interaction design as well as the development of a number of customer journeys.
The responsive website was designed using the ‘mobile-first’ approach. This sharpens decisions regarding what is or isn’t displayed on the screen. It not only takes into account the limited space on a mobile device but also, the differences of when and where mobile devices are used compared to traditional desktops. For example, downloading a form on a smartphone can result in problems. At Europeesche, the user only has to insert an email address to receive a form in his or her inbox. Translating this approach for all devices ensures the strategy is consistent.
The new online proposition has a personal approach and focuses on better customer service. Sales and conversion optimisation, on the other hand, came second. Potential new customers can choose the insurance which suits their situation best in only a few simple steps.