Tractable
Touchpoint
Global brand website
Role
Experience Writer, Content Designer
Brief
Create a brand website that makes Tractable’s AI insurance tools and offering more accessible to prospects and clients
THE INSIGHT
Tractable’s AI-powered visual assessment tools are delivering speed and accuracy to the appraisal of damaged cars and homes.
By assessing photos of the damages, the tool needs mere minutes to provide a detailed estimate of the repair costs. Its usage eliminates the waiting time for in-person appraisals, which can be significant after the occurrence of a natural disaster. In addition to eliminating uncertainty for users, it also minimises manpower and fraud for insurance providers.
Being a pioneer comes with its obstacles for the AI unicorn.
Their target audience, which mainly consists of insurance brokers and investors, often lack the knowledge and understanding of AI to fully appreciate Tractable’s suite of solutions and how these can revolutionise the world of insurance. With a heavy focus on its product and the use of inaccessible, technical language, the website failed to address this knowledge gap and consequently failed to build trust and convert users to clients.
After winning the pitch, our first task was to translate Pentagram’s new brand guidelines to a digital design system with templatized components for consistency across the web.
In order to sell Tractable’s products, users need to have a better understanding of AI, it’s inner workings and benefits.
Broadening the focus of the website from Tractable’s products to the wider world of artificial intelligence gives prospects a deeper understanding of the benefits and reasons to convert. As the focus of the site is on B2B, it’s key to give prospects the tools and information to sell Tractable’s offering internally.
And last but not least: technical language was replaced by layman's terms to ensure that all content is accessible to all users.
Interactive modules allow users to tailor content to their needs and to see the immediate benefits of switching to Tractable.
We introduced different ways to explore products through industries, use cases and an easy to navigate product overview. Step-by-step breakdowns around implementation and usage, both internally and for clients, increased user confidence of a smooth transition to Tractable.
Case studies and testimonials helped to build trust and see the application of the products in the real world.
Lastly, Tractable’s brief also included a career section to attract talent in the field of AI and development to help maintain their growth goals.
I was part of the multi-disciplinary team that executed the MVP in ten, 1-week sprints.
Each week had three demos: a lo-fi and hi-fi design demo, which allowed us to iterate quickly, plus a development demo.
In addition to writing the experience copy and overseeing Tractable’s writers, I was also responsible for concepting and overseeing the execution of new content, like explainer videos and interactive tools. Lastly, we partnered with Getty Images to establish an extensive image bank with industry-relevant imagery to further build out Tractable’s brand.
THE TEAM
Tesja Bonnie
Tesja Bonnie
Tristan Palmer, Gijs van de Valk
Tristan Palmer
Madeleine Bès de Berc
Antoine Grelard
Experience Writer
Content Design
Design
UX Design
Product Management
Development