Cardif Japan is the insurance division of the French global financial firm BNP Paribas. Cardif Japan has been providing insurance products combined with financial services since April 2000.

The challenge

Cardif’s main product in Japan is a homeowner’s mortgage insurance, that protects the homeowner if they can’t pay their mortgage due to a covered emergency. Cardif’s challenge was that a majority of its customers were unaware of Cardif brand and details on the product they had purchased from Cardif. This was because new homeowners were sold and enrolled in the insurance when signing a group credit life insurance contract alongside mortgage loans at the bank.

The lack of awareness created a business opportunity gap and customer service gap for Cardif.

The solution

We designed a user portal that drives communication and connection with consumers and encourages Cardif’s partners to bring the brand closer to consumers.

Research revealed that customers thought the brand felt ‘cold,’ and closed’ and as an insurance product the found the information intimidating and difficult to understand. Our approach was to designing an experience for new homeowners to convey an “Open House” feeling.

After conducting a review and assessment of usability gaps, we developed a new UX strategy and UI design for the new platform. We developed and evaluated a set of user journeys and proposed a robust information architecture so that benefits and plans could be laid out with creative visual narratives.

Finally, we also designed user interface elements to facilitate streamlined navigation. The new design was validated via research before launch.

The result

My Cardif launched with positive feedback and impact. Our expertise in user experience design, information architecture and interface design allowed customers to navigate the platform with improved usability.

Direct customer feedback said the new digital experience was “easy to comprehend” and “maintained visual interest.” We were able to improve Cardif Japan’s digital experience to drive better consumer connection.