The art of simplicity
cxpartners set about creating a solution that addressed the underlying issue: customers weren’t at the heart of the way in which information was presented to them.
The team sought to identify the true needs and core problems, so began by speaking with people in every department of Zurich that played a role in producing and using these print documents and PDFs.
We’re selling complicated products, that are essentially trying to protect people’s lives. How do you present something very complicated in a very simple and straightforward way? That was the challenge.
It was important to Pash that Zurich stood out against the competition.
Why choose Zurich? Why come to us? The importance of simplicity in having that conversation is crucial.
Living up to the brand promise as a truly customer-focused business was key.
So the team began to experiment with different solutions, creating quick mock-ups and testing them in sales scenarios.
The solution that emerged was a digital tool that assisted a focused discussion with the customer.
Known as ZDocs, this new document creator allowed Zurich staff to mix and match topics and products, co-creating personalised documents with intermediaries.
The system needed to feel personal and approachable - so tablets replaced laptops, allowing salespeople and one or more consumers to discuss and share the system easily around a kitchen table.
And the focus on facilitating the conversation between consumer and salesperson was where the real magic happened - it became the guiding principle that helped the team focus every design decision on keeping things simple.
The technology melts into the background.
A good conversation is a very focused one, so ZDocs allows you to draw the most salient information from a very large library of material, and it allows you to do it in a simple, intuitive way.
You end up with something that is a professional-looking presentation, focused on the outcome that you’re trying to get to, and equally it’s easy for them to use.