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SMART Insurance are the UK’s leading provider of automotive protection and insurance products. Now in the process of expanding their F&I product portfolio with a range of VAP’s to dealers and OEM partners, SMART’s range of products provides customers with value added vehicle and financial protection.

As part of business growth plans, SMART reached the decision to refresh the company website in line with recent brand designs in the bid to support marketing material, raise brand awareness and provide both potential partners and end-user customers with a seamless experience with the SMART brand.

The Challenge

SMART’S previous site served both B2B and B2C users with two interfaces based upon either business or customer requirements. The initial navigation presented to users when landing on the site did not provide for a seamless User Experience, the interface creating an element of confusion and lack of clarity with regards to SMART’s product offering.

In addition to this, the site focussed on SMART as being a mono-line product provider, focussing on the minor damage insurance offering only. In line with the businesses growth plans, this needed to change and build SMART’s reputation as a multi-line, premium quality insurance and VAP provider in the automotive market.

The new site also needed to reflect SMART’s refreshing approach and values of: authenticity, innovation, trust, passion, inclusivity and quality, in what is typically a cut-throat and aggressive industry.

The Solution

When designing the new site, User Experience needed to be explored in order to provide a more linear solution for each potential user, whether B2B or B2C.

When addressing site content and design, it was essential to showcase SMART as a leading provider of insurance and VAP products. Conveying the various benefits to potential partners that the range of products could provide so as to focus on the acquisition of new dealers and OEM partners.

In addition to partnership acquisition, the site also needed to support the customer (end-user) throughout the minor damage claims process. It was essential that the site design conveyed confidence, trust and technical expertise.

Jo Barker, Account Manager at Fantastic Media, commented:

“At Fantastic, we are extremely satisfied with the results of the new website for SMART Insurance. SMART have a clear vision of where they want to be, and it is brilliant to play a part in helping the business to reach the various milestones set out as the company begin to roll-out a multi-line product offering.

The new site sets SMART Insurance apart from their various competitors and really helps to position the business as leading VAP providers within the F&I automotive sector.

The site has been designed to provide a consistent and unified customer journey for both B2B and B2C users. The clean and striking design instils confidence, a vital element required to attract new and profitable partnerships whilst supporting the customer in their claims process.”

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