Omnichannel Study
Allianz Customer Portal - Executive Study
Diagnosed Customer Portal decline and proposed an omnichannel strategy to align features, fix fragmentation, and reposition CP within Allianz’s ecosystem.
Industry
Insurance
Headquarters
İstanbul/Turkey
Founded
1923
Company size
2500+
Overview
In early 2025, Allianz Türkiye's Customer Portal was facing a continuous decline in usage, falling behind in relevance as mobile adoption surged. My team at ting, as Allianz’s strategic design partner, was engaged to uncover root causes, assess cross-channel UX fragmentation, and offer a future-facing strategy to position the Customer Portal within Allianz's omnichannel ecosystem.
Through extensive platform audits, data analysis, stakeholder interviews, and global benchmarking, I contributed to a detailed diagnostic and vision-setting report that informed both design and business decisions.
This work did not result in UI delivery immediately. Instead, it functioned as an executive presentation and platform strategy roadmap, built to support future investment decisions, technical modernization plans, and user-first channel orchestration across Mobile, Web, CP, and Chatbot.
Core Challenges
Customer Portal usage declined steadily, not due to low demand, but due to strategic neglect, lack of investment, and shifting mobile preferences.
UX fragmentation across channels led to inconsistent patterns, unaligned expectations, and fractured journeys.
Technological infrastructure fell behind; penetration tests revealed vulnerabilities, and outdated frameworks hindered both scalability and security.
Functional disparities and poor discoverability between the Mobile App, CP, Web, and Chatbot disrupted user trust and operational efficiency.
login drop diagnosed
50+
features audited
The Process
Platform Performance & Analytics Review
Assessed KPIs across CP, App, Web, and Chatbot.
Identified sharp user drop-offs in CP post-redirect changes and email/SMS funnel shift to mobile.
Cross-Platform UX & Feature Audit
Conducted detailed reviews of features across channels.
Mapped functionality, usability, and design patterns across Mobile, Web, CP, and Chatbot.
Stakeholder Workshops & Tech Team Syncs
Interviewed business and technical leads to understand current roadblocks, infrastructure limitations, and security constraints.
Benchmarking (Local & Global)
Studied digital maturity of major insurers locally (e.g., BNP Paribas Cardif, Agesa) and globally.
Identified key patterns in omnichannel insurance UX, including mobile-dominant strategies, CP repositioning, and chatbot augmentation.
Stakeholder Workshops & Tech Team Syncs
Interviewed business and technical leads to understand current roadblocks, infrastructure limitations, and security constraints.
Benchmarking (Local & Global)
Studied digital maturity of major insurers locally (e.g., BNP Paribas Cardif, Agesa) and globally.
Identified key patterns in omnichannel insurance UX, including mobile-dominant strategies, CP repositioning, and chatbot augmentation.
The Proposal
1. Reposition the Customer Portal
Treat CP as an information and policy management hub, not as a transactional core.
Prioritize visibility of investment-related data, historical reporting, and educational flows.
2. Define Channel Roles Clearly
Mobile: Primary action-based environment with biometric security, full transaction capabilities.
Web: Discovery and pricing-focused with calculators and onboarding flows.
CP: Dashboard-style experience for data, tracking, and service requests.
Chatbot: Triage layer with guided flows to proper channels.
3. Omnichannel Consistency & Function Reallocation
Transfer "Hasarım Var" claims processes to mobile, but retain tracking in CP.
Sync UI elements and navigation models across channels to prevent drop-offs.
Enable persistent user tracking across devices for personalization and continuity.
4. Technical Renewal Plan
Recommend infrastructure modernization with phased rollout and security-first upgrades.
Advocate for continuous version support and scalable backend solutions to reduce local dependency.
The Outcome
Delivered an executive-level diagnostic report and strategy deck that shaped internal understanding of omnichannel health, platform positioning, and technical risk.
This foundational work supported Allianz Türkiye in:
Securing roadmap buy-in for CP modernization.
Recognizing mobile as the core experience to grow.
Clarifying which investments are required per platform.
Laying the groundwork for future UX harmonization and omnichannel design system alignment.
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