A Comprehensive Web Presence Redesign for a Global Insurance Provider All Case Studies
Making interactivity and content count
The Challenge
One of the world’s leading international insurance organizations contacted Electronic Ink after reading a recent benchmarking report that ranked leading auto insurance websites across the board. The extensive study examined best practices and overall consumer experience for the top 27 auto insurers.
The study revealed that, unlike its direct competitors, the client’s auto insurance websites ranked well below their comfort level.
Areas cited for improvement were primarily content–related; the report stated that the sites’ content in general needed to be “more compelling.” It also indicated that online claims handling was lacking – a key service advantage for any online insurance provider.
The Challenge: improve the client’s Web presence via a three–pronged strategy that included content recommendations, usability and online claims functionality.
The Electronic Ink Solution
We began work by conducting a thorough Content Inventory across all three of the company’s websites – pinning down precisely where and why content was deficient. Electronic Ink’s deliverable gave the company something it had not seen before: a global view of how it was talking to its online customers.
From there, we set about postulating the formula for an altogether different online experience. What would a new site – one that had never been built – look like? Using this as a starting point, Electronic Ink recommended clear areas for change, with revised content suggestions, backed by our integrated process that ensures a fully’realized online user experience, including:
- A product map of site current states
- A product map of site future states
- Wire frames for all page types
- Testing of all wire frames
- Site–wide aesthetics
- Aesthetcis testing
- HTML template builds
Electronic Ink then recommended a unique presence specifically for the claims section, which had previously been deeply within another portion of the site. The client gave the green light to the build of an end–to–end solution for what an online claims experience should be. Again, we used our own integrated process to deliver:
- User Testing on the existing claim form
- A new Product Map for the claims site
- A “Claims Light” pathway (fast track)
- A “Claims Full” pathway (more detailed)
- Wire frames for all page types
- Testing of wire frames
- Site–wide aesthetics
- Final Graphics
Net Result and Impact
The comprehensive redesign for the client’s web presence brought about an extensive revitalization for the company in terms of both content and functionality. Online customers can now learn about auto insurance before they choose a policy; and if they need to file a claim, they can do so quickly and easily, online.