Generali Brand Assessment

WORKSHOP - Research - 2022

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Generali innovate the communication brand, but how it works the new brand guidelines?

PROJECT GOAL

Generali is one of the most important assurance company in Italy, with multi stores in more than 30 countries around the world.
In the last year has decided to restyle the communication touchpoints and of the brand, commissioning the work to a worldwide agency based in London.

The goal of this workshop is to identify how the new brand guidelines perform the adaptation to digital products and how they perform in diverse countries applications.

01

Setup

1. Preparation of surveys
2. Creation of use cases to examine
3. Preparation of collaborative board
4. Creation of onboarding presentation

02

Carrying out

1. Presentation
2. Survey
3. Poll session

03

Download

1. Download
2. Cluster
3. Sharing the results

01 . 1 - PREPARATION OF SURVEYS

Pick up more information from more participants in few time

One big challenge of this project was following more than fifty participants in a really few time. So it was necessary to use a tool that allow us to pick up more information and to have then download data with a partially automated clusterization.

For this reason, we decided to prepare a survey to allow the participants to evaluate from two use cases following four main parameters:

Efficiency
Localization
Accessibility
Engagement

An objective feedback as more possible

When we talk about brand and communication, and in general aspect link to visual design, it's very easy to pick up emotional and subjective feedback from participants.

In our case, it was essential to pick information relative to the adaptability of the new brand guidelines shared by the brand team. To understand in what way and how the new brand assets can be scale and adapt in all countries.

The list of questions identified was built to ask participants to think and reply to objective questions:

"How do these assets contribute to the functionality of the tool?"
"Are the brand foundations (colors, icons, etc.. ) helping users to better see and interpet the content of the component?"
"Are the layouts clear and understandable?"
"Do the brand assets enable usability for all users?"
Etc...

01 . 2 - CREATION OF USE CASES TO EXAMINE

Analysis of new brand guidelines and creation of use cases

In parallel with the preparation of the collaborative board, we organized a list of sections that form Generali's digital products and we redesigned following the new brand guidelines and updated the images, icons, color palette, and illustrations.

The proposals to show in the workshop was should be two variants of the same component and not a comparison between the old and the new digital identity. The goal of the workshop was to identify the best way to adapt new brand guidelines in all digital products.

01. 3 - PREPARATION OF COLLABORATIVE BOARD

The workshop will be remote, so it's important to optimize the screen visualization in the share

After the realization of all use cases in two variants, we uploaded the screens in the collaborative board and we built a layout that allow us to have in the viewport: Use case title, evaluating element description, the two use cases side by side, and a little preview of the below block of the comments (managed by facilitators)

The workshop was performed via videocall, with the share of the collaborative board from the Design Lead and the support of the participants from the rest of team.

The participants must to scan the QR code with their smartphones and reply to the questions comparing the two use cases shared on desktop.

02 . 3 - POLL SESSION

A workshop punctuated by reflexive phases and more interactive others

To maintain a high interest from participants and have immediate visual feedback, we have alternated the survey phases with poll session phases. Asking participants to add a reaction :

Thumbs up: treatments they believed were effective
Thumbs down: treatments they felt were critical to review

At the end of the poll session, we identified the most critical solutions and we discussed together picking more comments as possible with post-it.

03 . 1 - DOWNLOAD

In the days following the workshop we have downloaded the data

What are the responses from the diverse countries in terms of efficiency, localization, accessibility, and engagement? What are the comments left on the boards and the surveys, what has evidenced the poll session?

Following the download of data, we have clusterized the comments grouping similar feedback, to translate the data into tangible trends.

03 . 3 - SHARING THE RESULTS

And what we have discovered from this workshop?

We have received different feedback, and many of them shared three main arguments, that we have defined in Human connection above all, Being flexible to go digital and Clarity is a must have.

03 . 3 - SHARING THE RESULTS

Human connection above all

Human connection is key to have in every visual and throughout all elements of the new brand guidelines. Users seek to have elements that make them feel closer to the brand, that are appealing, eye-catching but that can be easily representative of themselves.

“Solution A focuses on description while Solution B is on image. Leveraging on images touches the emotional side of humans.”
Malaysia

“The image helps to connect with the content better than the other illustration.”
India

“I think the illustrations are nice but it’s hard to reproduce at local level.”
Turkey

“Illustrations make it more personal, but that's too much.”
Brazil

03 . 3 - SHARING THE RESULTS

Being flexible to go digital

Flexibility is key when going digital. Assets of the new brand guidelines need to be carefully selected and adjusted in a purposeful way in order to be scalable to every digital touchpoint.

“Be careful with the adaptation in mobile, if it's one image, it is very difficult to manage the crop and focus on People.”
France

“Difficult to use wing shape with images inside.”
Italy

“There are some possible issues with IT and development regarding the wing shape.”
Germany

“The images inside the wing do pose a challenge of execution, the image has to be adapted to the wing. In option B we can deliver more information with less work.”
Spain

03 . 3 - SHARING THE RESULTS

Clarity is a must have

Presenting simple visuals lets the user focus on the information and the task that needs to be completed. Brand elements should be at service of the content and not the other way round, in order to convey a message in the most powerful way.

“Option B is easy to adapt to any case, but the background needs to have a “minimalist” design with fewer shadows and opacity of the patterns, so we can highlight the content and the components.”
Argentina

“Whiter background is helping the message stand out more”
India

“Too much red makes it look a bit overwhelming.”
Poland

“Too much red. Red behind image not needed as image has red elements so image not able to stand out.”
India

Conclusion

In the weeks following this workshop, my team and I moved on to another project oriented around the issues of accessibility in digital products.
While the brand team has started with a work of adaptation and rethinking of some aspects of the digital brand guidelines, with a very clear road to how to fix the critical aspects seen in the workshop.

This was my first project in FJORD, and my first project oriented to research.
This workshop was very important for me because it was a test to understand if I'm a UI and Visual Designer, or if it's up to me to also deal with Research and UX activities.

It was fascinating managing the workshop together with the team. I love when different roles take part in this type of activity because all can help with the share their own knowledge and make a crucial support