Case Study

Insurance Company Evolves Its Digital Presence

A major mutual life insurance company breaks into the direct to consumer insurance market with an interactive award-winning Drupal website.

Project Overview

As an enterprise level company with a network of thousands of financial representatives, this insurance company offers a wide range of insurance products and services including life insurance, disability, annuities, investments, dental, and vision. Despite the changing insurance markets, the insurance company stays relevant by finding innovative ways to give their customers a first-in-class experience and made a strategic decision to expand its offerings to the direct-to-consumer market.

Mediacurrent worked closely with the insurance company’s team to help them implement a major brand redesign and realize a change to marketing directly to consumers while updating their primary digital domain. Now, their evolved digital presence echoes a long-enduring company mission that has persisted for over 155 years of company history.

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Increase in overall ranked keywords
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Increase in click-through rate
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Increase in downloads of content from the site

Objectives

Some of the more critical objectives of the new web properties included:

Disrupting the industry, becoming a leader in the direct to consumer insurance market.
Connecting with the unique needs of their various target personas.
Creating compelling and differentiated content for their various product offerings.
Simplifying the customer experience and sign-up process; presenting approachable, transparent pathways to product information.
Increasing visibility into user behavior analytics stimulate purchase decisions.
Previously, the insurance company only ranked in search engines for a specific insurance category. Now, all products rank.

Design Highlights

Redefined Brand Family

The company’s main brand focuses on photography. The new site distinguishes itself with custom illustrations and icons.

Product Focused Imagery

Product cards provide a high-level summary of plan cost and details, making it easy to compare options.

Designing for Drupal

Style tiles with design references for how different interface elements should be handled, from typography to heading size served as a blueprint for developers.

Component-Based Ideation

To smoothly integrate the design with Drupal, we broke site elements apart into reusable components.

Baked-In Flexibility

The design and layout were made flexible to accommodate language differences, with planned translations for Spanish and Mandarin.

Strategic UX Flows

Several navigation structures and labels were tested to identify the most intuitive pathways that informed design.

Award-Winning Design

Recognized for outstanding web design, the new site received two silver W³ awards from the Academy of Interactive and Visual Arts in 2018.

Mediacurrent is a trusted digital partner. They helped us take on the immense challenge of strategically rethinking how we engage our audiences with the launch of our new site. Our Drupal 8 platform will serve as a foundation as we scale and enhance our web and mobile experiences for customers.

SVP
Major Insurance Company

Audience Research

In-depth audience research for the new product line helped determine who they should be targeting. Research showed that insurance was not a positive topic for most potential users. Some had a bad experience previously, others saw it as a waste of money, and many simply believed it wasn’t needed.

Recognizing users have different needs depending on where they are in the sales funnel, mapping user journeys helped us optimize how, when, and where we spoke to users in order to raise awareness, increase engagement, and ultimately drive conversions.

Search Engine Optimization

Mediacurrent provided strategy for on-page optimization, a redirect plan for the dental insurance subdomain, and Drupal SEO module recommendations.

Website Migration Planning

Our migration strategy focused on developing the main website rankings while maintaining current rankings for the life insurance sector.

Tracking ROI

Custom tracking with Google Tag Manager was set up so the decision makers could gain more insight into how users were engaging with the site.

We Are Agile

Mediacurrent and the life insurance company team partnered with a shared vision to deliver the new site with an Agile based project management approach. Both teams committed to working in 3 weeks sprints so that the Strategy and Design teams could continue to provide content to the Development team. Daily scrum meetings and weekly working sessions ensured a high level of transparency and open communication. With tight collaboration, we navigated through the pivots and challenges of this highly complex project to transform the customer experience and bring their design vision to reality.

Final Thoughts

We completed the UX and Design project on time and on budget, while still maintaining our processes, creating an end product that we are proud of and that was enthusiastically embraced by the client.