The Goal
Lead Generation through Custom Features
To generate as many qualified leads as possible, the SDK planned a fundamental modernization and renewal of its custom CMS, which had been in use since 2004. The challenge: to ensure that the ongoing use of all custom features remained uninterrupted, the upgrade had to be carried out during live website operation.
In close coordination between SDK and the digital agency, new processes had to be established that would enable future joint, customized developments in cooperation. In addition, the continuous further development of the website under the highest security standards needed to be ensured, while the upgrade was intended to simplify and accelerate content management. This would reduce onboarding efforts for the growing number of SDK editors in the long term. As an additional service and incentive for customers, the insurance group also wanted the implementation of tailored contribution calculators within the website.
Agile Website Development
Through agile software development, the Stuttgart digital agency ensured a flexible, requirement-oriented enhancement of the website that could respond to new needs at any time. Both the marketing and development departments of SDK were integrated into every project phase. For example, FUF programmed a framework for creating insurance contribution calculators, providing the client with all the tools necessary to independently develop additional calculators in the future.
The CMS was streamlined to make editorial work easier: after completion of the upgrade, editors benefit from convenient just-in-place WYSIWYG editing as well as a central and powerful media management system.
More Flexibility and Efficiency Through Open-Source Software
To enable effective and structurally open future development, we relied on modern open-source components. Although the website appears unchanged to its users, one of the most modern and secure content management systems now operates beneath the surface: for the highly customized CMS renewal, FUF used the PHP framework Symfony and the lightweight, user-friendly Apostrophe plugin.
Frank und Freunde also developed revision-safe workflow components to ensure traceability in the website maintenance process. Custom content slots enable the migration of all SDK-developed custom features while preserving their extensive individual functions and interfaces. In addition, the Solr search server—based on Lucene—was integrated to provide geolocation for identifying the nearest sales partner.
More Freedom for More Productivity
Agile software development was the central principle guiding all processes involved in redesigning the customer’s web platform. By gradually replacing existing functionalities with new framework-based modules, Frank und Freunde ensured that a fully functional website was available at every stage of the upgrade. The agency consciously avoided an overly complex concept, choosing instead a lean and flexible approach.
Following the SCRUM methodology, FUF began programming immediately. Thanks to continuous communication with the SDK, all customer requests and changing requirements could be addressed at any time. This agile project management method provided the ideal solution for achieving a perfect result.
The Success
More Clicks, More Visits, More Leads
The SDK considers the further development of its CMS a complete success: The client now has a custom CMS with a modern interface, full control over all adjustments, and the guidance needed to independently continue developing parts of its web presence. Thanks to the open-source framework, future SDK developments can be integrated and system components can be continuously optimized or modernized. Maintenance and oversight of the system are also secured.
The framework for creating custom insurance contribution calculators has also proven highly effective: To date, the SDK IT department has independently created and implemented 18 calculators on its website with support from us. This ensures that the SDK’s online presence meets—and exceeds—user expectations regarding self-service.
Project Info
SDK Süddeutsche Kranken Leben General
URL: www.sdk.de
4 sales partner portals
Over 600,000 insured persons
4 months implementation period
Since 1999 Cooperation with Frank und Freunde
SDK
SDK was founded in 1926 and is part of the cooperative association of Volksbanken and Raiffeisenbanken, in which all policyholders are also shareholders of the company. Since 2005, three companies have formed the SDK insurance group: Süddeutsche Krankenversicherung, Süddeutsche Lebensversicherung and Süddeutsche Allgemeine Versicherung. SDK currently serves over 600,000 policyholders from its Fellbach location and employs around 800 people.
Target Group
The target group includes both private and corporate customers: From self-employed and employed policyholders such as members, brokers and banks of the Geno network to sales representatives, the website is intended to appeal to a wide range of interest groups and provide information quickly and reliably.
Tech Facts
Apostrophe features: User, rights and media management, integrated media database, just-in-place WYSIWYG editing, rich text editor, Solr-based search engine, versioning
Individually developed Apostrophe plugins for dynamic lists, custom functions, HTML-RPC, teasers
Symfony
Framework-based OOP development
Dynamic form customization via Ajax
Solr search server
Glossary
AJAX (Asynchronous JavaScript and XML) Concept of asynchronous data transfer between browser and server.
APOSTROPHE Symfony-based content management system (CMS).
OOP (object-oriented programming) Programming paradigm based on the concept of object orientation.
SCRUM Agile process in product development which - in contrast to a "relay race approach" - corresponds to a rugby approach in which a team tries to cover ground as a unit, passing the ball back and forth.
SOLR (formerly Solar) Servlet included in Lucene. Solr is the most popular enterpri-se search engine.
SYMFONY Open-source web application software written in the PHP scripting language.
WYSIWYG (What You See Is What You Get) A document is displayed on the monitor during editing in exactly the same way as it appears when it is output to a printer.
Special feature//
Integrating Customer Developing
In addition to good service and a technically flawless implementation of the project, the internet agency from Stuttgart attaches great importance to empowering its customers to become active themselves. For this reason, Frank und Freunde did not deliver a self-contained product, but a construction kit with which SDK can integrate self-programmed premium calculators into its website.
The prerequisite for the joint work was a standardized development environment, which the Internet agency set up on both sides - the cornerstone for the simple implementation of a whole series of further contribution calculators!
Special feature //
Online First - Digital right of way in parallel redesign
While Frank and friends were upgrading the website, the classic print communication was redesigned. What was remarkable about this interlinked process was SDK's determined approach of giving priority to the online design (online first!). The insurance group acted as moderator and thus ensured optimal coordination of the different requirements of both media with regard to the corporate design.