Texas Mutual Web Portal Redesign
User Research and Design Thinking Aligns a 28-year Old Insurance Provider
We engaged with Texas Mutual in a three-phase journey to clarify the purpose and objectives of their website and web portal, develop an envisioned design that drives that purpose forward, and build site improvements according to the highest digital design standards.
- A renewed vision
- Company-wide alignment around business goals
- Empathize with and better understand customers
- Seamless connection between portal, desired content, and next steps
- CMS Implementation
- Custom development framework to increase project efficiency
- Framework built with tools like Babelify, Gulp, Connect-Livereload, Express and Browserify
- User personas
- Journey mapping
- Experience mapping
- UX design and prototyping
- UI design
- Content mapping
- Content strategy
Discovering Data-Based Purpose
How can you tell whether a product is fulfilling its purpose if you aren’t clear on what that purpose should be in the first place?Texas Mutual had a general idea of who their website was supposed to be serving and how. They also knew that whatever their website was supposed to be doing, it could be doing it better.Armed with firsthand data from user research, we uncovered concrete insight into what Texas Mutual customers and stakeholders want most out of their insurance website and where those desires align with the company’s business goals.
6 Custom Tools Developed for an Innovation Roadmap
Through strategy workshops and user research we worked with Texas Mutual to lay the groundwork for an innovation roadmap. It included the following phases and deliverables…
We equipped the Texas Mutual team with detailed, research-proven profiles to help them understand and empathize with their site visitors.
This map prioritized Texas Mutual’s user personas, providing a clear outline of how much focus each type of site visitor should receive from the website.
Visitor Goals & Pain Points
Our research output included a clear list of goals and pain points each type of visitor has when using the Texas Mutual website.
We presented Texas Mutual with a full gap analysis, pointing out where content, structure and overall UX fail to match the ideal experience journey.
With data from our user research, we created experience maps for each type of visitor using the Texas Mutual portal and website. We delivered a suite of experience maps including maps that illustrated current user journey alongside maps depicting the ideal experience for each visitor type.
Building off the experience maps and gap analysis, we created a content map for organizing all current and future site material by relevance to the user profile and user journey. The content map is a flexible tool designed for future use by Texas Mutual.
Envisioning a High-Impact
Effective websites present only the content that’s relevant to a visitor at the right stage of their user journey. They intuitively guide visitors down the paths that will best answer their questions and satisfy their demands.We re-structured Texas Mutual’s website to lead users effortlessly to the information they needed most.
Informed by human-centered design principles, we turned Texas Mutual’s website vision and purpose into a full-fledged user interface design and user experience. The results:
- Concise purpose spoke to specific target audiences
- Turned overwhelmed users with negative sentiments into speed users with the clarity they needed to succeed
- Simplified user experience
- Intuitive structure for moving visitors quickly to their desired answers or next steps
- 20 content modules the Texas Mutual team can use as templates for future pages
- Thoughtfully redesigned information architecture for efficient navigation
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