Usability and beyond

www.linear.it

Strong partners in digital projects

Linear is one of Italy’s leading direct insurance company, with a strong phone channel. In 2004, it asked LBi Milan to carry out usability analysis on their existing website to identify any weak points in the prospect and customer experience on line.

Our analysis included an expert evaluation, an on-line questionnaire and usability testing which lead to a comprehensive report. Shortly after the analysis was presented back to Linear, LBi Milan was asked to redesign the corporate website with twin commercial goals: utilizing user centred design to increase the number of complete quote requests and marketing to improve conversion rate.

Joined-up design and build

The main goal of the redesign project was to design a new navigation path in line with the findings of our survey then integrate it with communication and CRM marketing tools. Our critical goal was to improve the number of completed quote requests made by customers. Technological development was shared with Linear’s IT team, in a cooperative integration with LBi’s usability guidelines and Ajax interface.

Don’t trust us, trust our customers

Linear has always had a strong relationship with its customers. This was used by LBi to enrich the marketing strategy with a member recruitment program (Passalinear), a customer review program (Linear Tribù) and an integrated range of tools that enable customers to manage their own insurance products.

Linear Tribù is a unique matching program that links any user who asks for a quote with a customer with the same vehicle, age and town. Prospects can ask anything they like and customers are free to leave feedback about Linear and its products. After the first three months of the program, all feedback compiled about Linear was positive. This was the first Italian business within the insurance sector to build an online community.

“Working with LBi has been an enriching experience, in terms of know-how and competence sharing. In a new way of doing Insurance, we developed a strong and innovative idea, LINEAR TRIBU’, based on trust of consumers and company staff.”

Giovanni Chiarelli, Business & Marketing Director of Linear Assicurazioni

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