Brand Identity Design
Habib Insurance Company Limited (HICL) is a Pakistani insurance company, established in 1942. The management was looking to rebrand and revamp the company in a bid to improve industry image and customer experience.
The Habib Insurance brand stands for reliability and growth, with an extensive history and an ambitious future intertwined with that of Pakistan. The rebranding exercise involved discussions with management and an understand of the vision, mission and plans of the company. The refreshed brand by Designist reflected these values of a reliable, established and trusted insurance partner for companies, that is still seeking growth.
Going beyond the brand, Designist conducted extensive research through interviews with customers, business intermediary, management and employees of Habib Insurance to create service blueprints, whereby bottlenecks, redundancies and blockades were identified in the process of service delivery. The solutions proposed ranged from re-allocating responsibilities to systems based solutions to establish traceability and accountability, all the way to redefining the management vision for a line of business.
In terms of a consumer product, service design first highlighted a shift in management’s goal and customer profile for a product, which then led to streamlining procedures, redefining roles and eventually digital dashboards and customer management portal that helped save time and effort for the team involved in daily operations, as well as for the main client intermediary. One of the system-based solutions was a surveyor portal and app, the complete UX Design for which was delivered by Designist. This deliverable involved deep dive user research into Motor Insurance surveys and claims process internally, along with best practices and external stakeholder capabilities and limitations.
We designed the information flow, interactions aesthetic for interfaces for field surveyors and surveyor offices to receive, assign surveys, perform surveys, prepare and submit survey reports and relevant documents, and Habib Insurance Claims department to receive and review reports. This portal has reached Beta testing phase and is expected to reduce time utilized and miscommunications for surveyors and our client, establish accountability and improve diligence on claims cases. The data collected through this portal will further assist in data driven solutions for the client.
The HICL management created actionable items for all the various recommendations. The brand refresh is currently going through implementation, with certain assets already gone live. The service design driven changes have brought efficiencies and clarity in workflows for the critical departments where the changes were implemented. Further, the surveyor portal is nearing end of development phase. This engagement brought an interesting opportunity to help redefine a legacy company in its communication, operations and business strategy.
At Designist, we use a human-centered design approach to create meaningful experiences for people. We develop a deep understanding of human behaviours when interacting with products and services to create and evolve them into ones that are not only aesthetically pleasing but also functionally sound.
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