Aseguradora Yacyretá has over four decades of experience in Paraguay, committed to providing excellent service, personalized attention, and solutions tailored to each client. In its constant pursuit of innovation in the insurance market, the company aimed to redefine customer service to build stronger, longer-lasting, and trust-based relationships. In this way, both individuals and businesses can find effective support in critical moments within a welcoming environment, with fast and efficient solutions.
With this vision, and the challenge of materializing its goals, the company entrusted Contract Workplaces to create a customer service space that would transform the traditional perception of an insurance company, turning it into a place of relaxation and ease. Thus, the "Experience Center" was born.
From the outset, the client presented a clear challenge: to transform the service area, traditionally associated with stress and anxiety, into an environment that conveys tranquility, well-being, and a unique experience. The objective was to welcome clients with a sense of care and comfort, allowing them to manage their needs in a friendly and relaxing atmosphere. This innovative approach aimed not only to efficiently handle claims but also to improve the insured’s experience, reaffirming the company’s commitment to service excellence and client well-being.
The project involved the renovation of an existing building composed of two blocks connected by a parking area. One block was designated for the company’s operational area, while the other housed the customer service center. The conceptual design of the "Experience Center" focused on creating an open space that evokes a public square where users could relax surrounded by vegetation, water features, and comfortable furniture. This agora was structured into public, semi-private, and private areas to optimize comfort and service efficiency.
The design aimed to stimulate and integrate all the senses to create an immersive, pleasant, and welcoming space. This is reflected in the careful selection of each element to enhance the user experience: the coffee bar at the entrance, the fountain in the central plaza, the natural vegetation that brings freshness and visual harmony, and selected scents to enhance the client experience. Additionally, unconventional waiting areas such as hanging hammocks and massage chairs were included. The main challenge was to balance this sensory experience with a functional design that met the operational needs of the insurer.
Aware of the impact that shapes and materials have on sensory perception and spatial experience, the design paid special attention to the selection of each element. Through the use of color, shapes, textures, ambient sound, scents, and spatial atmosphere, experiences were created to foster long-lasting emotional connections with clients.
Thus, materials were chosen to combine durability, functionality, and aesthetics, prioritizing warmth and connection with nature. High-traffic finishes were used to ensure durability in areas of greatest circulation, while glass and metal contributed transparency and modernity, complemented by acoustic elements that ensure comfort and isolation. The predominant color palette included shades of blue, gray, and white, with orange accents in the furniture to add dynamism. Natural textures such as wood in some furniture and ceilings, carpets in private areas, and stone-like vinyl flooring in public areas were incorporated to add warmth and character. The visual identity was reinforced through the hexagonal design of the service boxes, inspired by the insurer’s logo.
This project aligns with contemporary trends that prioritize experiential design and well-being. The incorporation of the biophilic concept aimed at improving physical and emotional well-being, along with interactive furniture (such as massage chairs) and sensory materials, positions this proposal as a benchmark in customer service innovation.
Meanwhile, the operational block was developed on two levels and includes a call center area, a boardroom, and the offices of the manager and CEO. The aesthetic in this area is more sober, with a color palette based on dark gray tones with orange accents that provide energy and dynamism. To create a professional and welcoming environment, textures such as blue fabric panels and wallpapers with natural motifs were incorporated, achieving a balance between modernity and warmth. The layout was designed to favor functionality and privacy while maintaining a visual connection that reinforces communication and leadership. This block combines practicality and design to reflect corporate values in every space.
In short, the project not only meets the company’s operational needs but also redefines the way clients interact with the brand, setting a new standard in the industry. The "Experience Center" represents an innovative model where architectural design and sensory impressions integrate to create a unique environment. This convergence demonstrates that experience design is a powerful tool to strengthen the bond between companies and their clients.
