Tractable
Revolutionising the world of insurance with AI
Company
AKQA Amsterdam
brief
approach
execution
Role
Area
Senior Experience Writer
Senior Content Designer
Brand website
Branding
UX/UI
Content design
Content production
Scope
Full rebrand of the existing brand website, plus the concepting and production of product explainer videos
Create a brand website that makes Tractable’s AI insurance tools and offering more accessible to prospective clients
insight
Tractable’s target audience, which mainly consists of insurance brokers and investors, often lack the knowledge and understanding of AI to fully appreciate their products and how they revolutionise the world of insurance
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 wait 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.
But 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 products inner workings 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 and create components for the new website.
execution
In order to convert, users need a better understanding of the products’ inner workings and benefits
Discovery through interactivity
One-week sprints, three demos
execution
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 and integration into their existing workflow.
Building trust to aid conversion
Case studies and testimonials help to build trust and to see the application of the products in the real world.
Lastly, Tractable’s brief included a career section to attract talent in the field of AI and development to help deliver on 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.