CGU Insurance (Insurance Australia Group)
CGU Insurance is one of Australia's largest intermediary-based insurers. CGU's business is based in large part on relationships with its long-term customers. The network of 20,000 advisors is comprised of sole traders, brokerages (some aligned with industry clusters), as well as Financial Institutions and community-based organisations. Typically these advisors have easy access to competitors' products and services. Therefore, to hold and increase market position, CGU needed to exceed competitor offerings to Intermediaries who are demanding to transact business easily and quickly online. These services needed to save brokers' time, free them to nurture customer relationships and make sales.
Phase 1: Value Network Analysis considered all the players in CGU's business environment and how they exchange value. By considering both tangible and intangible value, Acumentum was able to accurately identify and prioritise key exchanges of value that should be better supported with technology.
Phase 2: Requirements Analysis involved very concise initial workshopping activities with key management, operational staff and business stakeholders. Then, Acumentum validated these insights with stakeholders from CGU's business network. Acumentum identified key content within the business and analysed CGU's metadata requirements for a draft Information Architecture (IA) and a Search Engine Optimisation strategy.
Phase 3: Detailed Interaction Design added the required detail to the Requirements Specification in the areas of:
- Screen flows
- User Interface Design
- Content Publishing and maintenance workflows
- Consistency in content creation and publication
- Visual Design Style-guide
- Enhanced IAG Thesaurus to assist with internal discovery
- Enhanced Search Engine Visibility
- Effective Content Management
- Usability and Visual Design Reaction Testing
Technical Specification
In consultation, with the interaction design team and senior architects in IAG/CGU's Technology Services division Acumentum's technical architects prepared the Technical Specification. This analysis described in plain English the overall technical approach, as well as the hardware and software architecture of the system. The analysis consists of three sections:
- System Architecture
- Database Design
- Application Design (Technical Perspective)
Phase 4: Content Management Planning involved working with business stakeholders to identify and validate content needs as well as motivating key players to understand and commit to effective Content Management. A detailed inventory was created which detailed all required content items as well as workflows, metadata requirements and audit information such as web-readiness. Acumentum then provided a Senior Web content manager to work inside the business areas to upgrade their content as well as strategising priority content, linkages and maintenance schedules developed in the earlier phase.
