Travel Insurance Company Corporate Website Redesign

Client: 40+ Year Old Travel Insurance Company

Role: Project Management, Technical Specification and Documentation, Creative Direction, UX, Design, Copy

Hired to redesign the client's corporate travel insurance website with an eye toward improved sales conversion, our winning pitch proposed splitting each of the highest-selling products off into their own, sales-focused micro-sites. These sites would then be connected by a core site, which would serve as a nerve-center for the micro-sites, include marketing content for smaller product lines, and contain all necessary customer service functionality.

As a proof-of-concept, work began with designing micro-sites for the client's top two highest-selling insurance products. My designs for these new micro-sites, which were developed for the Bootstrap platform, not only made the sites responsive and modernized the company's design language, but incorporated tried and true direct-response marketing tactics. Perhaps most importantly, my designs completely re-approached the sales process UX -- which used to take consumers to a separate transactional site to complete a purchase -- streamlining the funnel in order to improve conversion. Additionally, these sites were designed and developed with a tailor-made back end, which allowed the client to customize unique versions of the micro-sites for affiliate organizations.

The full core site redesign and UX re-engineering followed, incorporating the visual language of the product micro-sites over a set of templates designed to work with the company's proprietary content management system, which will allow the client to maintain and expand the site on their own over time. These responsive templates provide all the information necessary on a corporate website with an additional focus on integrating traditional direct-response design details such as numerous clear, bold CTAs.

Additional contributions from: Linda Brignola-Braverman