Groupama Assicurazioni

My Angel mobile app strategy


Groupama Assicurazioni is the largest foreign subsidiary of the Groupama Group, with more than 100 years of history and 13 million customers worldwide.

The project with Groupama Assicurazioni was born from the client's need to rethink the strategy of My Angel, the app for customers and prospects launched in 2015 within the digital services ecosystem offered by the Company, in order to:

  • Create a touchpoint between the users and the brand;
  • Generate new leads to the company's business;
  • Offer unique value-added services in the insurance world and to stimulate a daily relationship.

The objective of the project, given the growing competition and the Digital Transformation pursued by the leading European players in the insurance market, is aimed at identifying new services to be offered through My Angel application, rethinking both the delivery dynamics and the activation process of users through a renewed focus on User and Customer Experience and the innovation of the business model and relationship with customers.


In order to outline an effective strategy for repositioning and extending the services delivered by the mobile app within the customer's touchpoints ecosystem, we have defined project activities following a Design Thinking approach.

We then structured the activity into 3 major macro phases, each of which associated with specific deliverables:

  • Discovery: through an in-depth insight analysis and benchmarking we have defined strategic goals in line with the needs expressed by business stakeholders;
  • Strategy: through the mapping and the analysis of Customer and User Journey we have identified the services and their modes of delivery and redefined the client's apps ecosystem;
  • Design: the work done in the previous phases has enabled us to apply a data-driven approach to the design of the User Experience and the User Interface of the identified delivery channels.

From the study of existing Groupama applications (My Groupama, My Angel and Santino Safety System), has emerged the need to apply a design methodology related to the concept of Enterprise App Ecosystem, rethinking the mobile strategy on user experiences and vertical business objectives linked to specific customers, services and markets.
The EAE approach is therefore highly relevant in the Groupama mobile repositioning strategy as it has made it possible to generate a strong competitive advantage for the different ecosystem applications through:

  • the ability to reach heterogeneous targets of users with targeted languages, frequencies and contents;
  • the definition of differentiated goals by type of app, user and experience (such as conversions, brand awareness, and lead generation);
  • the design of specific experiences and capabilities that can be extended incrementally without adversely affecting the relationship with the user or the core-model of the service;
  • the optimization of store positioning and greater capillary measurement.

The new ecosystem model has allowed us to outline the purpose and the specific goals of the touchpoints targeted on vertical segments and experiences and to generate profiled data for verticals of experience.


In the Discovery phase we focused on the qualitative and quantitative metrics analysis of the existing apps My Groupama, My Angel and Santino Safety System with the aim of intercepting dynamics, user behaviors, and app usage patterns to redefine the mobile strategic placement of Groupama and any future KPIs and to correctly set goals and engagement strategies.

We then went on to set up a benchmark analysis of services / applications not only insurance-related, in the Italian and international context, with the aim of identifying best practices useful to evaluate strengths and possible areas of investment and improvement to integrate within the app.

After the analysis, in the Strategy phase we defined the project's operational strategy to create a shared work structure that would integrate all the expectations of the business. Once identified all key business stakeholders and collecting their needs, we defined strategic goals and the actions to be taken.

In the next step we defined the User and Customer Journey mapping, which means the methodological process aimed at identifying the scenarios and interactions applicable to plan the steps to be implemented to turn the user into a customer, with particular attention to:

  • how the user currently interacts with the service;
  • how the user may interact in an advanced and personalized service enjoyment;
  • identifying touchpoints between user and app.

In the mobile repositioning strategy, we have also defined the core services to offer and to integrate into the My Angel app and its delivery channels.

Based on the insights collected during the analysis, the User and Customer Journey mapping and the identification of services that can be integrated into My Angel app, in the Design phase we created the app Wireframe that enabled us to design and analyze:

  • the structure of the information;
  • the internal flows to the app;
  • the design of the app and its features.

The app wireframing and design phase has been based on an iterative approach in order to achieve a shared output and to be able to fully meet all the needs expressed by the business stakeholders.

Within the strategic redefinition of the project, we have also rethought the App Marketing and App Store Optimization strategy to be implemented to ensure greater visibility in organic research and place the application among the first search results in dedicated stores.
We identified metrics and KPIs that are functional to monitoring and measuring performances for a constant results optimization through a data-driven strategy. Finally, we've been supporting the customer in moving the mobile app to the Google Firebase platform.


Using a customer-centric and data-driven design approach has enabled us to:

  • accurately identify client and end user needs;
  • redefining the Customer Experience of the application;
  • offer a distinctive user experience and at the same time communicate the client's principles, values ​​and brand identity;
  • strengthen Groupama's visibility and brand awareness.

The new design and user experience made us have been able to offer our client and to end-users valuable value touchpoints through:

  • a greater clarity and consistency in contents and services offered;
  • the improvement of the ergonomics of the application;
  • the valorisation of value-added services;
  • a greater knowledge of users and of their satisfaction;
  • the improvement of the users engagement and loyalty logics;
  • the enhancement of lead acquisition and lead generation tools.

The differentiation of the features for reference area, the quick access and greater centrality of key information, the redefinition of flows and funneling (easy to use and to understand) are key driver of design realized to improve the enjoyment of the offered services.

Our collaboration with Groupama Assicurazioni will continue also after the app development in order to offer the client a comprehensive strategy through:

  • the support during the testing phase on end users;
  • the tracking of the app performances, with particular reference to in store positioning, app usage and the achievement of the company's business goals.


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