Redesigning insurance website and migration

Overview

What: Performed UX audit and created Information Architecture, wireframes and prototypes.

Platform: Website

Role: Design lead

Result: By fully redesigning the GE website, I’ve helped increase the Request Call Back Submissions by 445% and improve user satisfaction by 3.76%.

Background

Great Eastern Life is a leading insurance provider offering various insurance products for individuals, families, and corporations. However, the website and CMS needed to be updated. The website had a complex navigation system and information overload, which resulted in user frustration and difficulty finding the right insurance plan.

Challenges

I ran a quick UX and content audit, and I’ve identified several challenges:

Lack of clarity: The website failed to provide clear information on benefits, support, and limitations.

Technical jargon: Complex language made it difficult to understand products.

Poor navigation: The website needed a more straightforward structure for finding information and completing tasks.

Migration challenges: Transitioning content and data to the new platform required careful planning and testing.

Content ownership confusion: The lack of clear ownership leads to confusion and delays.

What I did

I collaborated with the project team to address these challenges:

I ran a UX audit to identify UX and content issues and identify key areas for improvement.

I interviewed internal stakeholders to understand their success criteria, challenges, and expectations.

I worked with the content strategist and subject matter to update the latest content.

I redesigned and reorganised the website's information architecture for a more intuitive navigation system.

I created a content model to communicate the content structure with developers building the website in Adobe Experience Management (AEM).

After creating a sitemap and core model, I designed landing and detail pages and walkthroughs with the stakeholders.

I scheduled regular communication channels to inform stakeholders of progress and address concerns, including sales, marketing, customer service and senior management.

I worked with business analysts and the project manager to develop a meticulous data migration plan and outline the process for transferring content and data to the AEM version.

My team and I ran extensive testing to ensure data integrity and minimal disruption during the migration process.

Final work

Live website