CHUBB CASE STUDY
A GLOBAL SITE FOR A GLOBAL BRAND.
We modernized Chubb's digital ecosystem by moving from a loose confederation of websites to a single global experience.
Chubb, the world's largest insurance company, wanted to make digital its primary communications channel.
The organization faced a big challenge: to modernize and redesign an antiquated site and experience. The Chubb digital ecosystem was built on an ad-hoc basis over a long period of time, resulting in websites that didn't meet the demands of modern marketing and customer experience. Microsites proliferated, and each country had different levels of functionality and content. While the sites had a massive amount of content, a lot of was not easily accessible from a navigational standpoint or was housed in PDFs.
To implement a contemporary solution, Product engaged in a detailed design process, translating business needs and customer needs into a unified solution. Our goal was a solution that met business needs and diverse audience needs, while being practical to implement and manage from a technology and organizational standpoint.
The organization faced a big challenge: to modernize and redesign an antiquated site and experience. The Chubb digital ecosystem was built on an ad-hoc basis over a long period of time, resulting in websites that didn't meet the demands of modern marketing and customer experience. Microsites proliferated, and each country had different levels of functionality and content. While the sites had a massive amount of content, a lot of was not easily accessible from a navigational standpoint or was housed in PDFs.
To implement a contemporary solution, Product engaged in a detailed design process, translating business needs and customer needs into a unified solution. Our goal was a solution that met business needs and diverse audience needs, while being practical to implement and manage from a technology and organizational standpoint.
55 COUNTRIES. 18 LANGUAGES.
ONE GLOBAL EXPERIENCE.
55 COUNTRIES.
ONE EXPERIENCE.
FIG. 1
We began the engagement with in-depth analysis, working to understand the target audiences, user journeys, and the problems people seek to solve with Chubb.com. The end result was a clear strategy and vision for the new experience.
FIG. 1
We began the engagement with in-depth analysis, working to understand the target audiences, user journeys, and the problems people seek to solve with Chubb.com. The end result was a clear strategy and vision for the new experience.
FIG. 2
Driven by user testing, we developed a detailed information architecture and taxonomy for the new ecosystem, grounded in an in-depth content strategy. The structure was designed to support countries of different sizes and a mix of products.
FIG. 2
Driven by user testing, we developed a detailed information architecture and taxonomy for the new ecosystem, grounded in an in-depth content strategy. The structure was designed to support countries of different sizes and a mix of products.
FIG. 3
With a strong foundation in place, we undertook an interative design process, beginning with sketches, wireframes, and creative explorations and culminating in a fully-articulated design solution.
FIG. 3
With a strong foundation in place, we undertook an interative design process, beginning with sketches, wireframes, and creative explorations and culminating in a fully-articulated design solution. Our technologists then worked with Chubb IT to develop it.
FIG. 4
The new Chubb.com is a fully-responsive, multilingual solution tailored for Chubb's broad set of products and markets. It's a single global experience, localized to the user's home market.
FIG. 4
The new Chubb.com is a fully-responsive, multilingual solution tailored for Chubb's broad set of products and markets. It's a single global experience, localized to the user's home market.
END RESULT
The solution has been successfully deployed in markets around the world, with more markets coming online in the near future. The result is a unified system that makes it easy for the global digital team to communicate to audiences, while empowering local markets to have a Chubb.com that drives business results.