JANAR
JANAR
SINILOO
SINILOO
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web design
ux design
design system
sitemapping
dashboard design
prototyping
web design
ux design
design system
sitemapping
dashboard design
prototyping
Elama
Elama
Elama
web design
ux design
sitemapping
dashboard design
design system
prototyping
ABOUT
Elama is an Estonian insurance company offering a wide range of services—including car, home, travel, and cargo insurance—for both private and business clients. As their customer base grew and user expectations evolved, Elama identified the need to modernize its digital presence to stay competitive, improve operational efficiency, and better serve both new and existing clients.
PROBLEM
The existing website and customer portal were creating friction at multiple stages of the customer journey, negatively impacting business performance. Users were unable to easily differentiate between services for private and business clients, which diluted messaging and reduced conversion rates. The claim submission process was buried and unclear, leading to support overhead and customer dissatisfaction. In the client portal, a lack of clarity around claims, bills, and account information resulted in delayed payments and missed opportunities for upselling additional services.
I start by understanding your goals,challenges, and vision. Throughquestions, I uncover what mattersto your business and audience.
SOLUTION
Web page
We delivered a business-focused redesign aimed at improving both user experience and commercial outcomes. The new website introduces a streamlined structure and modern brand identity that clearly distinguishes between service offerings. High-intent actions like submitting a claim or exploring services are now prominently placed, reducing friction and improving conversion
Customer portal
The customer portal was completely restructured to guide users through a clearer and more logical flow. A new dashboard consolidates key data—active claims, billing status, and linked accounts—into a single view, reducing support queries and empowering users to self-manage. We also strategically integrated upsell opportunities, enabling the business to promote relevant services contextually and increase customer lifetime value.
OUTCOME
The redesign not only improved the customer experience but also delivered measurable business value. The improved portal and site experience helped reduce support requests and improved on-time payments thanks to clearer billing visibility. Better segmentation between private and business services enabled more targeted messaging and stronger lead conversion. The optimized sales funnel supported a notable increase in additional service sign-ups and cross-sells. Overall, the redesign positioned Elama for scalable growth by aligning its digital tools with core business objectives—user satisfaction, operational efficiency, and revenue growth.
I start by understanding your goals,challenges, and vision. Throughquestions, I uncover what mattersto your business and audience.
Janar Siniloo
Freelance product designer
© Janar Siniloo—All rights reserved.
Janar Siniloo
Freelance product designer
© Janar Siniloo—All rights reserved.
Janar Siniloo
Freelance product designer
© Janar Siniloo—All rights reserved.
client: elama insurance
year: 2024/25
elama.ee