Background & Key Issues
The previous
guidebook for Samsung's insurance
products had a consistent tone based on the company's
design manual, but it needed some improvements because most of the
advertisements were too general and lacked specific targets. It was also hard
to draw on the latent needs of the target groups, because the advertisements
only focused on explaining the products. Hence, Samsung Life decided to design “needs evocation” materials that were customized
for customers and that could recommend the products in a timely way under a
Marketing Intelligence strategy. They desired to not only have more effective
communication and customer services for the existing members, but also to
increase the number of potential customers.
Approach & Solution
We differentiated the company from other insurance companies through a composition that emphasized detailed targets based on Samsung Life's MI strategy, a life cycle navigation system that could effectively run various target segmentations, and a design customized for customers to help them find the most suitable products.
We tried to design needs evocation materials that expressed the love and interest of Samsung Life towards its customers, instead of giving displeasure to customers by making them feel pressured into becoming a member. The guidebook was designed as a point of contact between the FC and customers, rather than a mere introduction to the products, and as a brand experience factor that would increase the bond between Samsung Life and its customers.
We piqued the interest of young people with witty content; created an environment for couples and young families to join with daily necessary information and a sophisticated and trendy look; and provoked a new response from middle-aged or senior people with a design that was familiar and easy to understand. Depending on the characteristics of each lifestyle group, we created intuitive yet familiar names for targets and included them in the content to heighten the effect. We also did not forget to think about the relationship between the FC and the customers, so that they could effectively access the smart navigation system and various detailed target groups.
We came up with a design concept called 'Alone and Together'. In this concept, 'Alone' maximized the personal bond for customers through customized stories for each target group. This enabled a more effective insurance plan through an optimized matching of products. 'Together' supported the efficient management of materials through systematic navigation and a design identity that embraced all target groups.
We have
approached young people – the new
workforce – with cartoons dealing with familiar aspects
of their daily lives; smart group of housewives were targeted with SNS such as
KakaoTalk and KakaoStory; and middle-aged people were approached with
newspapers. We made arrangement for necessary information to be available to
customers first, instead of messages for suppliers. Regarding other necessary
data, we helped improve the understanding of the content through infographics.
Just as the
materials should be printed out from the system by the FC depending on the
individual customer, we optimized the conditions and established a guideline so
that the newly created needs evocation materials were compatible with the
previous system, and also created separate pages that could be communicated
through mobile phones.
Main Task
Plan presentation techniques and scenarios regarding 22 insurance topics comprising five main targets and eleven sub-targets, and create needs evocation materials for print, mobile images and speeches
Process & Methodology
Research > Analysis > Communication Strategy > Scenario & Contents > Prototyping > Design > Optimizing on system > Deliver
Interview (FC, Customer, Product Planner)
Customer Journey Map
Persona
Factor Analysis
Prototyping
Final Deliverables
Personas for
each target group and lifestyle scenario
Project proposals on 22 insurance topics, comprising five main targets and eleven sub-targets
Edited version of the needs evocation materials (illustrations, final drafted files and system applied files)
Pages compatible with mobile phones
Needs evocation materials for speeches
Implication
The guidebook is not used as a promotional tool for the products that the company provides, but rather as a new delivery technique using needs evocation materials that naturally draw the latent needs of the customers, thus leading to a better provision of customer services and an increase in sales at the same time.
