Case Study: Transforming Design and Storytelling for Effective Customer Engagement

Client Background and Challenge

Shriram Life Insurance Company, a national player in the Indian insurance industry, faced a challenge with their life insurance products. Despite a strong product portfolio, sales figures were not meeting expectations. The root cause was traced back to customer disconnect, as the target audience struggled to comprehend the intricate details of the insurance policies. This was primarily due to the technical and dry nature of the existing marketing collateral, which was tailored more for internal staff comprehension rather than the customer's understanding.

Marketing Collateral (Before)

Approach and Solution

As a newcomer to the company, the challenges faced by the customers resonated with my own initial struggles in understanding the intricacies of the products. To address this, I began by visually mapping out the products on a timeline, realizing the effectiveness of this method in enhancing comprehension. Recognizing the potential of this approach, I proposed the idea to my manager, who granted me the opportunity to test it with one of our products. With a focus on making the product more relatable to the customer, I led the development of a compelling narrative tailored to our target customer persona. The payment structure and policy benefits were meticulously outlined on a tangible timeline, facilitating a more intuitive understanding for potential customers. Working closely with the design team, we reimagined the visual and textual content to ensure a customer-centric approach, transforming the language to resonate directly with the customer and render the technicalities more accessible and engaging.

Understanding policies on a timeline

Marketing Collateral (After)

Results and Impact

The strategic transformation in design and storytelling yielded remarkable results. Following the implementation of the revamped marketing collateral, sales for the specific life insurance product witnessed a staggering 30% increase. Equally impressive was the shift in customer understanding, which soared to an impressive 95%. This not only marked a substantial improvement in sales performance but also highlighted the profound impact of customer-centric communication and relatable storytelling in fostering deeper customer engagement and comprehension. 

Key Takeaways

• Prioritise customer understanding and engagement by crafting relatable and empathetic narratives

• Tailor marketing collateral to speak directly to the customer, simplifying technicalities for easier comprehension

• Collaborate effectively with design teams to ensure a seamless integration of customer-centric design and storytelling elements