NTT Data

Present in over 50 countries and in the top 10 IT services companies, we find NTT Data. This technology consultancy launches the Insurtech Global Outlook Report every year, a compendium of the most valuable data, insights, and learnings for the sector—made possible thanks to months of dedication and work.

After six editions, they wanted to transform their report into something more than knowledge: an experience capable of becoming a reference for knowledge and expertise in the complex, competitive, and always disruptive space occupied by technology. We already told you how we created a strategy that would allow us to guide the next steps: creation of a verbal and visual identity that would help us establish the image we were seeking for the report and set out the steps that would help us achieve that evolution toward being a complete knowledge experience about the insurtech sector with a Service Design exercise.

360 ACTIVE LISTENING

In the first phase—defining and analyzing the sector and other reports with similar characteristics—it was essential to understand the reality of those who had to work with Insurtech Global Outlook and to gain deep knowledge of their context, habits, touchpoints, and the details surrounding their consumption of the report.

At NTT Data, we ran workshops to understand how the creation process worked for the team responsible, in order to identify their most pressing pain points. We also interviewed those professionals within the company who had to use the report as a working tool and conversation enabler with stakeholders.

And, to complete our view of this experience, we spoke with the end consumers of this information, mostly C-Level profiles at large and mid-sized companies with limited time, spread across different parts of the world.

SAME INFORMATION, DIFFERENT CONSUMPTION STYLES, MORE ACCESSIBILITY

We understood what the starting experience with the report looked like and we had the data and insights, since NTT Data's team focused their report on the five major challenges facing the industry—the ones creating new business lines and redefining their landscape. These became our guide for building a content structure that would ease reading the report, orchestrating these major themes and their information so users could quickly and intuitively access the content that delivered the most value to them.

Now it was time to be ambitious about how we presented them, turning it into a digital tool capable of adapting to each reading and consumption style, while designing actions from a systemic, creative, and human-centered approach.

Only then could we deliver on everything we'd identified and ensure that strategy and visual and verbal identity could develop effectively with one non-negotiable: not losing a single ounce of the data and analysis value.

To make it accessible information, we guided our decisions by two tools: well-defined User Personas and the evolution of the experiential journey with Insurtech Global Outlook. This helped us keep sight throughout the entire process of the need to hierarchize information based on detected needs, as well as to translate the content into the same language and codes they understood.

VISUALIZING THE DATA

We designed the report with a dual purpose: to make the content easy for readers to consume and to make them want to dive deeper into it. To achieve this, we sought the formula that would allow us to express the most relevant information in a visually simple and compelling way, always betting on clarity in a format that puts the user at the center.

That's how the visualization system was born—to interpret the high volume of data we were going to use and convert that information into charts or maps that were almost intuitive for the consumer. The system had to be rich enough not to bore, simple enough to be understood, and elegant enough to support the narrative we wanted to convey.

That's why, across the more than 300 pages of the different reports, we built nearly 100 distinct charts, based on almost a dozen typologies, that adapted to each type of information.

POLISH THE INSIGHT

Another fundamental element was converting conclusions into concise and precise insights, placed at the exact moment in the reading where they would add value and clarify what the data was telling us. All of them written again with the reader in mind, not the person writing the report.

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INTUITIVE, SIMPLE, AND TAILORED NAVIGATION

Beyond the report itself, it was essential to rethink and redesign—as well as build—a landing page that also responded to everything we learned during the process, to everything we developed during the strategy and design phases.

We made a clear commitment to reading comfort, delivered in a dual format: vertical (with scroll) and horizontal (as a slide).. This way, the tool allows the report to be viewed in two different ways, depending on the level of depth the user wants.

ENABLING TECHNOLOGY

And as if there weren't enough challenges throughout the project, the digital part of the report had to integrate seamlessly into NTT Data's own website and meet all its security, positioning, and synergy needs while keeping a close eye on the ease—and happiness—of its internal technical team.

Communication and synchronous work between teams was critical for Soluble's Tech department to implement a strategy that would allow them to fully adapt to their workflow and tools, which required parallel development across different environments to gain construction freedom on the platform.

We also had to account for the complexity of designing and building the multiple templates created to display the report as slides. The Tech team devised a flexible structure that could adapt to different layouts and be easily editable from DatoCMS.

From the start, the NTT Data and Soluble teams coordinated to define and ensure consistency across all technical aspects, such as form usage. Constant communication was key to developing and updating code in perfect sync. This way, when the time came to bring all the development together and go live, success was guaranteed.

QUADRUPLE DOWNLOADS

Months of hands-on work with the NTT Data team—not only with those responsible for developing the Insurtech Global Outlook content, but also with the Technology, Marketing, and Communications teams with whom we built a fluid and enriching relationship throughout the process.

Six months after the international launch, we could see that their instinct to transform the report into an experience was spot-on. Not only did they meet the goal of doubling downloads compared to the previous year—they quadrupled them.

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THE SUCCESS OF COMPLEMENTARY HOLISM

This milestone wouldn't have been possible without the holistic vision and hands-on collaboration with the internal team that Richard Calvo valued at the end of the project: "What we appreciate most about Soluble is their close-knit DNA, flexibility, and genuine empathy with working teams, which results in multiplying the value of the projects we collaborate with them on".

In one of our recent conversations, we loved seeing how even with this year's outstanding results, the NTT Data team came with ideas to improve the next edition. And when facing a challenge, we can't sit still. So each report a challenge, each project the same passion.