Prospect and Partner Hub
Building a platform for prospective and current partners to learn about and access the benefits of Allianz partnership
Client
Allianz Insurance
Project Type
Web App
Timeline
2023
Role
Project owner & designer
View Website
overview
The JoinAllianzPartners.com website faced critical engagement challenges, with low user retention and unclear user journeys hindering its ability to convert prospective partners into active collaborators and support existing partners effectively.
Allianz relied on its website to connect with both prospective and current partners. However, misaligned branding and limited usability left significant gaps in user engagement. The domain name, "JoinAllianzPartners.com," misrepresented the platform's purpose for existing partners, leading to confusion. Additionally, prospective partners encountered dead-end user journeys with no clear next steps, while current partners struggled to locate essential resources due to poor navigation and information architecture.
The Opportunity
Through stakeholder collaboration and user research, key opportunities emerged:
Tailored onboarding paths: Providing custom experiences for decision-makers and other prospective agents could streamline the partnership inquiry process and reduce inefficiencies.
Resource accessibility: A searchable help center and improved navigation could empower current partners to access sales tools, training materials, and updates quickly.
Improved user journeys: Enhancing clarity in next steps for prospective partners could build trust and drive conversions.
The GOAL
This redesign aimed to position the website as a comprehensive platform for engagement, retention, and support, catering to the needs of both prospective and current partners. By aligning the experience with user expectations, the project sought to improve site relevance, reduce friction, and enhance overall satisfaction while supporting Allianz’s business objectives.
Research
Business research
A competitive analysis revealed that Allianz’s website lacked the personalization and ease of use that other industry-leading sites offered. While competitors used targeted content and seamless navigation, Allianz’s website presented generic information that failed to cater to specific user needs. Additionally, tools available on the website were underutilized, primarily due to poor accessibility and visibility.
User research
I conducted several user interviews with Allianz sales team members and current partners to understand their pain points and frustrations. We learned that the existing website made it difficult for users to find critical sales resources quickly and that prospective agents were confused by the site’s messaging. Many agents felt unsure about the partnership process due to the lack of a clear path or follow-up steps. Additionally, the site’s user interface was cluttered, making it difficult for agents to navigate.
key findings
Prospective agents lacked a clear path forward after submitting their interest, leading to confusion and frustration.
Current partners struggled to find necessary resources, wasting time and reducing engagement.
The website's branding and domain name were misleading, creating friction for both prospective and current partners.
Users expressed a desire for more tailored, relevant content that directly addressed their needs, whether they were new to the site or returning for resources.
Strategy
design solution
The redesigned Allianz Advantage website introduced:
Custom onboarding paths:
Separate experiences for decision-makers and prospective agents to address their distinct needs.
Transparent next steps after inquiries, reducing ambiguity.
Streamlined help center: a robust, searchable repository for current partners with up-to-date sales resources and training materials
Media center: A dedicated section highlighting Allianz news, events, and success stories, fostering stronger relationships.
Enhanced usability: a reorganized navigation structure and improved visual hierarchy to make tools and resources more discoverable.
approach
Research driven design: Conducted interviews with Allianz’s sales team and partner agents to understand their challenges and priorities.
Content optimization: Partnered with stakeholders to rewrite and structure content for clarity and impact.
Iterative design and testing: Prototyped and tested solutions with real users, integrating feedback to refine the final design.
