Click Insurance
Animalia+
When Animalia, a leading US pet insurance provider, sought to enter new markets, they needed a strategy that would not only draw in potential customers but also build trust through value-driven content.
Our team partnered with Animalia to bring this vision to life through a robust content platform that would become both a knowledge center and a gateway for customer engagement.
Challenge
Animalia’s goal was ambitious: to penetrate a highly competitive market by using content marketing as a strategic entry point.
With an understanding that meaningful content could attract organic traffic and build brand loyalty, we set out to design a solution that would resonate with potential customers and drive traffic to the core insurance website.
Our approach required a delicate balance of product management and UX design to ensure that the platform was both engaging and aligned with Animalia’s broader business objectives.
Developing the Strategic Solution
The foundation of this project was a well-defined content marketing strategy. From the outset, we focused on how content could be used to engage and educate new audiences:
- Content as a Market Entry Tool: We conceptualized the use of high-value, educational content as a means to reach potential customers who may not yet be familiar with Animalia. This involved creating content that not only informed but also subtly guided users toward understanding the benefits of pet insurance.
- Organic Traffic Generation: By leveraging SEO-optimized content and strategic topic selection, we positioned the platform to become a source of organic traffic, helping Animalia build an audience in the new market from the ground up.
Product Strategy and Roadmap
With a clear strategy in place, we developed a detailed roadmap that outlined the platform’s evolution:
- Guiding Development through Phases: We established a phased roadmap to take the platform from MVP to more advanced iterations, each stage adding features that would enhance user engagement and support Animalia’s growth goals.
- Alignment with Market Expansion Goals: By aligning each phase with measurable objectives, we ensured that the platform's development stayed on track with Animalia’s overarching aim to expand its customer base.
Creating an Engaging UX with Brand Integration
The UX design was rooted in Animalia’s unique brand identity, using its distinctive illustrated style as a basis for creating a memorable and inviting user experience.
- Brand Consistency in UX: We integrated Animalia’s visuals and brand personality into our UX, crafting a playful yet professional look that resonated with pet owners while maintaining brand integrity.
- Optimized Content Access: The UX was designed to facilitate easy exploration of articles, tips, and guides, making the platform a trusted resource for users looking to learn more about pet care and insurance. Value to the user was prioritized first, leading for insurance conversion later on. But first and foremost - The user's gain was prioritized, so everybody wins.
Through a careful blend of strategic planning, product management, and UX design, we created a content platform that effectively drove traffic to Animalia’s main website. The platform’s user-centric design not only attracted organic traffic but also played a key role in converting visitors into new policyholders, marking a successful step in Animalia’s market expansion.
This project highlights the power of combining content strategy with thoughtful design, showcasing how a content-driven approach can support ambitious business objectives and create lasting customer relationships.
Designs by Maya Zabatani
