# Allianz’s Innovation Project Accelerates Small Business Growth

> Source: https://layers.studio/work/allianz

Empowering Small Business Owners with Actionable Insights through Intuitive, Data-Driven Marketing Tools

**Year:** 2023

**Client:** Allianz

**Industry:** Marketing

**What We Delivered:** UX, UI, Web

## Introduction

Allianz, a global financial services leader, approached Layers with a clear mission: to give small business owners access to smart, easy-to-use marketing insights without the complexity of traditional analytics platforms.

Many existing tools assume users have time, experience, or technical know-how — often not the case for entrepreneurs juggling operations, customer service, and growth. This project aimed to flip that model: building a platform that simplifies data and turns it into meaningful action.

Our role was to translate this vision into a practical, intuitive digital experience that works for real people — no steep learning curve, no jargon.

## Challenge

The biggest challenge? Designing a data platform that feels genuinely useful and intuitive for users with varying levels of digital confidence.

The tool had to cater to businesses with physical stores, online shops, or both — and it had to do so without fresh user research due to tight timelines. That meant relying on existing data and industry insight to make informed, user-centred decisions.

Accessibility, clarity, and responsiveness were key. We needed to make sure that, no matter the device or skill level, users could dive in and feel supported from the first click

## UX

To address the challenge of usability, the UX design prioritised simplicity and clarity. The platform was designed with an intuitive onboarding experience, allowing users to easily navigate and access essential features such as sales figures, customer insights, and inventory management. The design incorporated a responsive layout to ensure a seamless user experience across various devices, including desktops, tablets, and mobile devices.

## UI

The UI design adhered to key design principles, focusing on simplicity, clarity, and accessibility. Despite not having received branding guidelines initially, the team created wireframes and a workable prototype that formed the foundation of the platform's visual identity. The interface featured a clear visual hierarchy and logical placement of elements to minimise cognitive load and facilitate efficient interactions.

## Usability Testing

Task Scenarios were created to assess the usability of the prototype. These scenarios included signing up, finding sales figures, exploring insights, and learning more about specific charts. Following this, usability testing was conducted remotely with small business owners, including participants from physical stores, online stores, and both. Their feedback and observations were collected to identify pain points, areas of improvement, and to validate the effectiveness of the UX/UI design. Based on the user testing feedback, iterative design cycles were employed to refine the interface, address usability issues, and enhance the overall user experience. The team conducted additional user testing after each design iteration to gather further feedback. Final changes were implemented, ensuring that the platform met user expectations and needs before it was handed over to the development team.

## Result

We delivered a platform that transforms raw data into clear, actionable insights— empowering small business owners to better understand and improve their marketing and sales performance

Key highlights include:

- Effortless onboarding that builds confidence from the start

- Clear visual dashboards that simplify complex data

- Responsive design for seamless use across desktop, mobile, and tablet

- Tailored user flows to support different business models

## Why It Matters

By simplifying complex data, we ensured it was easily accessible for non-technical users, creating a platform that is not only intuitive but also impactful. The design approach was rooted in clarity and adaptability, allowing users to easily navigate and interpret the information. We focused on user-centred design to ensure the platform met the specific needs of small business owners, resulting in a solution that is both practical and valuable in real-world applications.

> “Our work with Layers involved building an application design from the very beginning to support the development of a new digital product. What stood out for me in our work with Layers was their collaborative approach, taking the time to understand the project, offering valuable suggestions for improvement, and consulting with us at every stage. Their ability to listen and provide sound advice was a real asset.”

Boryana Kankaya, Propositions Manager | Innovation and Development Team, Allianz Personal UK