MGEN
Historically located on the outskirts of cities, MGEN has mutual spaces dedicated to welcoming its members for their administrative tasks, but also to presenting products and services open to all. To strengthen its proximity and broaden its target, the mutual chooses to invest in urban centres, affirming a more contemporary image while remaining faithful to its founding values.
Challenge
In order to retain its historical national education clientele and attract new audiences, MGEN had to rethink its hosting model in depth. The issue revolved around three key objectives: to be visible, to be understood and to be attractive. To this added the need to strengthen the pride of membership of the advisors by providing them with a rewarding, positive energy and motivational work environment.Another important challenge involves building a sense of pride among advisers, and offering them a rewarding work environment, filled with positive energy and motivation.
Solution
The answer was to reinterpret the customer journey and the role of advisors through space planning. The routes are differentiated according to the purpose of the visit, the dedicated offices disappear for the benefit of mobile teams and the advisers now go to meet the visitors. Space thus becomes the physical expression of brand strategy, reflecting a more fluid, humane and effective relationship. Minale Design Strategy has reinterpreted the customer journey through the layout of spaces - a physical interpretation of the brand strategy.
Impact
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A new customer journey
The customer journey was co-built during collaborative workshops bringing together different MGEN actors. This approach allowed us to imagine new tools and spaces that promote comfort, quality of service and clarity of use, with clearly identifiable areas adapted to each need.
Digital tools are used to guide visitors, simplify administrative procedures, or create comfortable and practical waiting spaces. A digitalisation at the service of the human, thought to simplify without dehumanizing.
Human digitisation
A place of identity
The interior architecture fits fully into the values of MGEN. Identity green, wood, plant and phygital approach structure warm, legible and pleasant spaces. The place becomes a real meeting point for the MGEN community, embodying proximity, trust and commitment.
