Long-Time supporter and investor here(shortly after 2021 IDO.) Apologies in advance, I am word vomiting this quickly.
The Uno Re brand has shifted drastically from a re-insurance project to now a full insurance, auditing, security suite for protocols and real world assets alike.
Uno Re's use-cases are now much more in the middle of B2B and B2C than it's 2021 counterpart.
I have concerns that the website and branding is a detriment to the project and could use some improvement. These improvements will reinforce trust and provide clarity to new Uno Re customers.
- Let’s improve the hook on the website.
I don’t believe people necessarily care that it is the first or only risk-based insurance protocol. They would rather hear something more useful to them to prompt clicks on the buttons. IE: Knowing they can insure their assets and/or earn yield if they get involved. I am aware funnels exist to supplement the hook (IE: tweets, social posts and CTAS) but it would be helpful to reinforce on the site and result in the page working as a stand-alone resource.
How about something along the lines of (this is a half baked example but you’ll get the idea) " The Best Defi solution to hacks, security and insurance. Protect your assets and invest in risk-based solutions.)
- Let’s dial back on the bell’s and whistles. (colors, gods, playful UI elements, etc that needlessly clutter and degrade the core product.)
I know I am not the only one who has voiced this opinion, or will in the future; however, I believe the “fun” needs to be dialed down.
It looks like it is trying to be an entertainment product such as a video game. The playfulness can feed into bad crypto biases such as likening the product to a “crypto casino.” as casinos have bright flashing lights to encourage impulsive, irresponsible behavior (you can study Las Vegas for this example.) I believe this is the opposite of what insurance should be. It is pandering too much to well-versed retail crypto enthusiasts (B2C.) I suspect Uno Re’s target audience will want to go to the site get a feeling that of saftey and security rather than gambling and risk; that the product will work as advertised. This website personally gives me a lot of anxiety. I believe this is going to hurt both B2B and B2C.
I propose a branding shift that veers to speak more to businesses and other projects/protocols looking for security solutions (B2B Professional Focus.) Let’s imagine that the core audience is looking at the site to determine if it is a safe place to park their capital. If you satisfy them, the community (retail and B2C) should in turn, also feel safe to do the same.
High Level Thoughts and Ideas:
- No purple background. (White and Blue are colors that broadcast safety and security; it will be cleaner that way too.)
- No “sniper cursor” This is not a first person shooter and greatly detracts from the professionalism; further, it hurts my experience navigating the site. I would like my mouse back.
- The scrolling parallax of content sections gives me anxiety and a bad user experience.
- Many Multi-level pyramid schemes have one pagers. Get rich quick gurus also do the same thing. They do this in desperation to grab the quick click before they change their mind. I believe people can subconsciously feel that in UI nowadays since many users have been exposed to it over the years.
Let’s veer away from that and make the UI show that we are a long-term real business that does not need to rely on any gimmicky tactics (the product speaks for itself.) - There are videos, demos, and other great pieces of content but the UI make it to distracting to see their significance on scroll.
- The video enlarges strangely and just turns me off. The music and graphic presentation off putting as it looks like it it trying to hard; the best marketing looks effortless. It is strangely cropped, the pacing is slow and seems so inhuman, soul-less, and I click off before you can win me over with how good the product is.
- It is so clear that Jas and Suj are geniuses; all copy and details about their achievements do a great job showcasing that. Seeing the team photos adds so much credibility, but it takes back seat to all of the jargon and nonsense up top. Can we just have a simple talking head video of them (with good audio or this will be a bad look) explaining their vision somewhere on the front page? This will boost so much confidence! Things like that reassures me that this project is in capable, brilliant hands. Insurance and programming jargon with flashy graphics make it look like you are hiding weaknesses in your product by doing misdirection with the marketing.
Most of all: the sparkle effect coupled with the god graphic at the footer sours the great accolades preceding it. The partners, team and product are degraded in contrast.
- Can we have separate pages for Investors, Protocols/Projects, and Retail Customers looking for insurance? These are separate audiences and we may need to address them separately as the offerings keep expanding.
I strongly urge making a normal website. There are too many resources now for a one-pager.
- Can we strip the manifesto? It’s a red flag to me.
It starts out by discrediting mainstream companies, “propaganda” and pandering to the fear and distrust we have for centralized institutions ( I agree that they need to be improved but let’s think of it as building on the giants before us.) I don’t think it is a good look. And when it stops fear mongering it gives an over-optimistic, and naive sounding promises that (to me) means nothing. The manifesto is tricky. Storytelling is powerful and I understand that it is a problem and solution type of underdog story; however, this can be tackled more elegantly.
Proposed Solution
Can we have Jas, Suj and other team members instead say that they found a new way to solve insurance and work with retail, businesses etc all alike. That the team was compelled to solve a problem they have found. The team can then talk about Uno Re’s amazing products. I know this too seems similar to a manifesto of sorts but there is nuance there. One is an uplifting story about a team trying to build on what came before and the other dehumanizes Uno Re, vilifies others and over promises.
SIDENOTE I had to go back to look at the copy to only discover that I could scroll on the manifesto page. This further shows the issues with the current UI of the website. If I wasn’t making this forum post I would have never seen the other plans Uno Re had in store. I think some of those ideas are good but it is devalued by the above content.
- Create a master video with the Uno Re team on the front page and easy to find (prominent.)
I wanted to reinforce the thought I had earlier. I believe others will want to see the team on the homepage in flesh and blood to just confirm that real people are working on this “video game looking project.” They will want assurance that talented leaders in insurance are making something amazing in a world filled with fraud.
I just seen the 2 year anniversary video. Although the quality of the graphics and voiceover are good; again, it just doesn’t feel inspiring, trustworthy or something worth rooting for. Those things are incredibly important for building trust. Using your own team for the voices and faces will go the distance. Even if it is just a few seconds to see a real person is there and accountable. People will tolerate a non-award winning performance for a group of hard-working and well intentioned people.
- Education is a huge issue.
I believe there is a need for educational videos (just have a marketing person talk and show footage of the products.)
Accessibility will be a huge plus in the crypto space, and for creating savvy users who can navigate your product without messaging staff and requiring support.
I know the team is very intelligent, but there is too much jargon that does not serve as helpful to most people. No one can figure out what your product is or how it works. Figure out new ways to teach them in accessible ways. Videos or even just a audio clip. Something! A lot of people don’t like reading
CLOSING STATEMENTS:
Uno Re has had lots of impressions by working with KOL’s social media posts, appearances, events and so forth. Which means the website has gotten lots of traffic that could lead to insurance coverage or collaborations.
I speculate there are thousands of missed opportunities, and conversions due to the presentation and brand positioning. I just imagine people get pulled in just to think “oh this doesn’t look safe or legitimate… I am not putting my money here…” and they miss out on a great product that is crucial for their portfolios and this space.
Branding is the amplifier of biases both in weakness and strength. Bad branding amplifies distrust and good branding will show the strength and merit of good products.
I further speculate that the design choices were made from passion and the interests of the creators (I know the team is young and the design is very pretty.) This inherently isn’t bad when you are figuring out your market fit, but from reading comments, looking at partners and market scope; I believe we have enough data to shift it closer to what Uno Re will now become.
When a young project is looking for traction, they often will try to stand out in a saturated market by being different. IE: traditional insurance is boring and lackluster (corporate looking); therefore, let’s invert our branding to stand out amongst them. The temptation to stand out via strong design seems very logical because you can visually see the difference immediately. However, for long term success, those design differences must be logical and speak to the product itself. The product and team is what makes the team different not the design. “Boring Centralized Corporate Insurance” companies look and position themselves in that way because it works and reinforces their core messaging and sometimes its best to adapt “if its not broken, don’t fix it.” Instead of trying to be so different, marketing is best done when it looks effortless and compliments the product. Again - the differences we should amplify is your team and the product itself rather than have the UI/colors and bells/whistles distract from that.
I hope this was at all helpful. I would greatly advise incorporating some of this feedback to capitalize on traffic and opportunities to close sales and earn trust. Trust is the ultimate currency of businesses and especially insurance businesses.
All the best! Looking forward to future changes, development and I would love to contribute any way I can. 
