Making It Work
Aarhus 15 conference
November 3-5 2015

Program: Tuesday | Wednesday | Thursday | Speakers | Tracks | Social events
Anni Kuva

From transactions to relationships: transforming website experiences

Time: 13.00 - 13.45, Thursday November 5

Speaker: Anni Kuva (Finland), Varma
Track: Designing Digital Experiences


We started our website project as a technical migration but ended up with a digital customer experience revolution.

Varma is a mutual pension insurance company operating in Finland. Our website is the gateway to our digital services, tool for customer acquisition and a communication channel towards our stakeholders. In order to meet the goals set for the website, we needed to reach a superb customer experience level which has become the baseline for end users today. Benchmarking to the competitors’ websites was not enough but we needed to aim higher and take the approach of websites like Über, Desktime, MDVIP.

In this talk, I'll reveal the background to why we did this and share the results and insights arising from the project.

Read more: Base your website on relationships, not transactions

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