Responsive insurance company website design – a digital readiness assessment tool for a leader in the insurance industry.
Not too long ago an opportunity landed in our inbox to work with a leader in the insurance world. Unlike a typical insurance company website design project, this ‘members-only’ digital resource was created to share with Intact Insurance brokers around the world. The concept behind the new tool was to help insurance professionals assess their digital readiness and offer valuable insight and professional resources to help each agent improve their ability to both market themselves, and ultimately the insurance products offered by Intact.
Insurance Company Website Design Goals
- A beautiful new user interface design – we were tasked with creating a modern, intuitive and mobile-friendly website design that was fully responsive to contemporary devices but also stayed true to the existing Intact branding guidelines.
- Quick and intuitive account registration and user experience – relying on our WordPress design and development expertise, we planned to create fully customised and branded experience from start to finish ensuring complete immersion in the Intact brand and digital resources instead of facing navigational or other related challenges.
- A user-friendly digital education and reporting environment – following completion of the digital assessment survey, we planned for users to have access to an account dashboard featuring their account information, tools and assessment history to download and review to assess improvement through the program.
Our Website Design Process
Strategy and Research
Unlike a typical website design project, our initial strategy and research work for Intact were a little bit different. Without access to website analytics as would be expected from a traditional public facing website much of our initial planning was based both on our study of the current Intact web properties and their responsive elements as well as our design expertise for creating a fantastic user experience.
By studying existing Intact Insurance web properties, we were able to understand better what responsive breakpoints, screen resolutions and general responsive practices Intact was adhering to with their digital marketing efforts. These early observations would serve as one of our most essential guidelines throughout the design and development of the new website.
Additionally, we called upon our experience in creating winning website design for the insurance and financial world to create a seamless and intuitive user experience for insurance agents from account registration right through completion of the digital assessment. Understanding not only how people in general use and experience a website, but also how financial professionals tend to navigate and prefer to access information was a crucial aid in a project where existing analytics data or existing model was available.
Web Design for Insurance Companies
Once our Toronto-based web design and development team completed the necessary strategy and research, we began rolling out strategy documents for client review and approval. The first step was an extensive sitemap. This process allows both our team and our client to understand the navigational experience proposed for the new website as well as outline where each page will live in the website architecture.
Following approval of the sitemap, things kicked into high gear as we began building wireframes. These cohesive blueprints outlined the page architecture for every unique page template required in the new website for Intact Insurance. This process not only provided a visual opportunity for our clients to understand and experience the new website design but worked to reduce and in some cases eliminates the need for design revisions later on. Wireframing is an integral part of our web design process ensuring that our conversion strategy is rock solid, but also prevents any wavering or hesitation regarding finished design.
Corporate Brand Extension
Our team helped Intact achieve a key goal offering a fully branded user experience by carrying the corporate branding throughout all email communications originating from the new website as well as creating a custom PDF report theme that would later be populated with survey results and customised resource data for each user. These more delicate details are what in our opinion transform an excellent user experience into an outstanding one.
