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Redesigning Groupama’s customer space to Improve autonomy and drive cross-Sell

Groupama’s customer space was primarily used for consultation, with limited engagement and low autonomy for users.

I led the redesigning the web and mobile experience to enable self-service, simplify contract management, and support business goals such as cross-sell and multi-equipment.

Groupama insurance dashboard showing sections for Auto, Habitation, Health, and Life Insurance with policy details, and options to declare a claim or find a nearby agency.

Objectives

  • Increase user autonomy in managing contracts
  • Simplify access to key actions and information
  • Support cross-sell by exposing relevant products and services
  • Build a measurable product with continuous optimization
Groupama insurance webpage showing options to request certificates including habitation, auto information, auto green card, school insurance selected, and others, with insurance contract choices below.

Methodology

  • User interviews (clients & advisors) to identify usage patterns and friction points
  • Workshops & card sorting to define information architecture and navigation
  • User journeys & platform architecture to structure key actions and flows
  • Agile collaboration with product and tech teams for iterative delivery
  • Usage analysis to track behavior and continuously optimize the experience
Information flowcharts showing how to find a partner optician nearby and download a certificate from the client space on both desktop and smartphone interfaces.

Results

  • +20% increase in self-service actions
  • -25% reduction in support dependency for common tasks
  • +17% increase in multi-product adoption (cross-sell impact)
  • Improved engagement and usage frequency on the customer space
Groupama insurance webpage showing a map of Paris 75012 with locations and details of three dental surgeons including names, addresses, phone numbers, and accessibility icons.