Success Story
Cofidis
In 2019, Cofidis Portugal embarked on the challenge of building a proficient UX team. With the initial recruitment of UX professionals and the subsequent hiring of a UX Lead, Hyphen provided guidance on team composition and initial strategy. Our collaboration extended to capacity provision, UX Lab services and research.
Hyphen played a crucial role in developing the Cofidis app and contributing to the multidisciplinary nature
of the UX team, which is divided into various product segments.
Outcomes: The improved user experience led to increased profitability. The redesigned app enables users to easily simulate and request quotes for various services, enhancing the customer journey and driving higher conversion rates and revenue.
Cofidis launched a new insurance solution with a user-centered design focus. This project faced challenges such as content rewriting, inconsistent brand voice, irregular writing patterns, and UI adjustments.
Through collaboration with UX writers and product designers, we aimed to establish a robust foundation and streamline processes.
Additionally, this insurance solution marked the first foray into the insurance sector for Cofidis, as they had no prior experience in this area.
Through the collaboration of UX writers and product designers, efforts were made to align various departments and stakeholders, including brand, legal, tech, marketing, product management, risk management, and external partners.
Here’s how we did it
1. Remote ideation sessions
2. Design sprints
3. Product page development
4. Testing phases
5. New product journeys
Making it happen
This project was an example of the application of agile and design methodologies:
- Concept definition: integrating design and UX writing to communicate clearly and effectively with customers.
- Prototype development: creating mockups and testing with users to validate proposed solutions.
- Implementation and measurement: continuously monitoring product performance metrics using tools like Maize for data analysis and evaluation sessions to identify and resolve issues.
Hyphen’s been helping on our most strategic projects with a superagile and personalized approach. Our relationship will continue to grow based on trust and professionalism, which are the basis of our shared experience.
João Freitas
User Validation
Before any development, extensive user testing and validation were conducted to ensure each solution was thoroughly vetted by real users. These methods included:
Moderated testing sessions
A/B testing
Continuous feedback research
The UX team at Cofidis, with Hyphen and in-house professionals, operated autonomously and engaged directly with various departments, enhancing project execution.
Methodologies
Scrum
Cofidis uses Scrum practices to ensure team efficiency and collaboration. Regular retrospectives gather feedback and adjust processes as needed. Open communication across hierarchical levels facilitates rapid problem resolution and continuous improvement.
Design Thinking and Double Diamond
The Double Diamond methodology guides Cofidis' design team through discovering and defining problems, followed by ideation and solution implementation. This process includes:
- Discovery: identifying and understanding problems through workshops and interviews.
- Definition: clarifying main problems and focusing on development.
- Development: Generating ideas and creating prototypes.
- Delivery: testing with internal users and customers, validating and refining solutions.
Results and Impact
The application of these practices resulted in cohesive, functional products with optimized user journeys.
User testing and validation before development ensured that each solution was thoroughly vetted by actual users, leading to more intuitive and effective designs.
Cofidis standardized experiences across platforms, ensuring an intuitive interface for credit applications and insurance products. Positive impacts included increased user engagement and higher conversion rates.
The collaboration between Cofidis and Hyphen successfully developed a user-centric insurance solution. Leveraging UX methodologies and interdisciplinary collaboration, Cofidis enhanced its product offerings and strengthened its position as a trusted brand in the consumer credit industry.
The Cofidis Portugal case illustrates how applying user-centered design methodologies can transform
the approach to product development.
Cofidis Portugal's collaboration with Hyphen plays a pivotal role in scaling, maintaining, and ensuring the scalability of our design team and expertise, allowing us to prioritize user experience, and ensure that our solutions are not only technologically advanced but also intuitively designed to meet our customers' and partners needs. Hyphen is a company that provides not only specialized resources, but a tribe with a lot of community building and knowledge sharing, which aligns with our commitment to deliver exceptional value and service by empowered and happy people.
Isabel Machado
About Cofidis
Cofidis is a French multinational owned by Crédit Mutuel, which specializes in consumer credit, insurance, and risk housing solutions.
Established in Portugal in 1996, Cofidis focuses on providing credit management and sales services to individuals. With over 500,000 clients, Cofidis aims to improve the quality of life for its customers by offering tailored credit solutions.
Operating in 9 European countries, Cofidis has been recognized as a "Brand of Trust 2024" for the 9th consecutive year in Reader’s Digest's "Trusted Brands" study.
