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.

Project Goals

A renewed vision
Company-wide alignment around business goals
Empathize with and better understand customers
Seamless connection between portal, desired content, and next steps

Technology

HTML
CSS
CMS Implementation
Custom development framework to increase project efficiency
Framework built with tools like Babelify, Gulp, Connect-Livereload, Express and Browserify

Services

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…

User Personas

We equipped the Texas Mutual team with detailed, research-proven profiles to help them understand and empathize with their site visitors.

Focus Map

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.

Gap Analysis

We presented Texas Mutual with a full gap analysis, pointing out where content, structure and overall UX fail to match the ideal experience journey.

Experience Maps

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.

Content Map

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
User Experience

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

Built-in Knowledge Transfer for Future Generations

By partnering with Praxent, Texas Mutual gained the tools and mindset to cultivate future digital innovations.

Our consultative process helped the company reach a shared understanding of their customers: who they are, what they seek and how to lead them to the next steps that generate business value.

We built this site “with,” not just “for” Texas Mutual. Our aim was not just to provide Texas Mutual with a refreshed website that addresses critical brand and user frictions. We coached and equipped the organization to resolve future business issues through digital innovation. We delivered more than just a website:

We developed key performance indicators to track performance so Texas Mutual could continue to optimize their own site.
We ran six Design Thinking workshops for Texas Mutual’s product and marketing teams.