Site Redesign for Lincoln Financial Group All Case Studies
Making a diverse set of user experiences one
The Challenge
Lincoln Financial Group, a leading diversified financial services organization – offering innovative, industry–leading products that include annuities, individual and group retirement plans, mutual funds, investment management and more – came to Electronic Ink looking for a comprehensive redesign of its Web presence.
The main challenge: the company’s existing Web presence consisted of multiple visual identities and navigation schemes, spread across numerous fragemented sites.
Lincoln Financial Group wanted a singular, streamlined user experience with a single, secure point of access for all user types.
- Current customers
- Consumers and first–time visitors
- Financial advisors
- Distributors
- Employers (HR Representatives)
- Investors
- Media Professionals
- Internal employees
The Electronic Ink Solution
Electronic Ink conducted a full life cycle methodology for Lincoln Financial Group that featured our integrated process, designed for maximum impact across the full user experience spectrum. The process included:
- Conceptual diagrams of integrated user experience
- Product mapping of current and future states for key Web properties
- Future–state wire frames
- Usability testing on future–state wire frames
- Updates based on usability testing reports
- Creation of online visual identity
- Aesthetics design and testing
- Aesthetics modifications based on key recommendations
- Visual specifications
- Template design and display–tier development
- Web style guide for consistent updating
In addition to the Web framework project, Electronic Ink also provided service for a second project: a company Intranet analysis that involved 24 key stakeholder interviews. The Intranet project defined expectations, menu and content categorization, and user likes and dislikes. Throughout, we also provided competitive landscape analysis as an ongoing additional service.
Net Result and Impact
The new lincolnfinancial.com was launched Q4 of 2007, with a consistent, seamless user experience for all constituencies.
Lincoln Financial Group embraced the changes that came with a singular user experience and the project was a spotlight of success – proven by its quick adoption and implementation across the entire organization.
