WFI Insurance

Website Redesign

Project Overview

WFI are a leading provider of farm insurance, as well as business and personal insurance. They needed a redesigned website that enhanced customer experience and met the needs of their rural and urban clients.

Project Details

Duration: 10 weeks

Team structure:
• 1 x Product Designer
• 1 x Service Designer
• 2 x Software Engineers
• 1 x Tech Lead
• 1 x Product Manager

My role: For this project I led the product design & worked together with a service designer and a cross-functional team. The stages that I was responsible for were:
• Information artchitecture
• User flows
• Ideation
• UI design
• UX writing
• Responsive design
• Design system creation
• Stakeholder management

WFI's website was outdated and not meeting the needs of their rural and urban. Among the issues were difficult navigation, key actions not being easily accessible, an outdated UI and overall design best practices not being followed.

The Problem

ANALYSING THE RESEARCH
Firstly, to understand the current pain points and needs, a service designer conducted research by speaking to WFI area managers, stakeholders and customers. The service designer and I then reviewed and analysed the research insights to define user needs for the website. Together with the business needs, we were able to then get an idea the requirements for the website redesign and start ideating on solutions.

Some of the key insights were:
• Website should prominently feature information how to contact local area managers
• Key actions such as requesting a quote, using calculators and making claims should be more prominent
• Focus on a user-friendly interface with user-centric language that guides customers quickly to their desired actions without overwhelming them with details
• Enhance risk management and mitigation content
• Focus on clear, concise explanations of insurance products and benefits without overwhelming details
• Optimise the website for responsiveness‍‍

Understand

INFORMATION ARCHITECTURE
With a solid understanding of the user and business needs, as well as our solutions, I firstly looked at the website's current IA and looked to improve it with a more efficient and user-focused sitemap to make navigation easier and key actions more prominent.

I reviewed other comparative retail websites in insurance, as well as finance to also get a picture of best practice IA solutions.

The existing website's navigation had unclear copy & labels, groupings & organisation that weren't logical to what a user would expect, repetitiveness and overwhelming info. My goal was to streamline the navigation, make the labels clearer, items better organised and make it easier & quicker for users to find what they were looking for.

I created two slightly different options and took the client through their pros and cons, before landing on a decision for the final refreshed sitemap, which was based on clearer labeling and less clicks to get to the most critical items.

Define

DESIGN SYSTEM CREATION
To go with the website redesign, I also developed a new design system for WFI to ensure consistency and efficiency in the design & build. One of the requirements of this project was to minimise build effort for the engineers as WFI only had a very lean team dedicated to this redesign, so I needed to leverage components that could be reusable & easily replicable from other IAG design systems. So my challenge was to apply a refreshed look for WFI and its components, but one that could also be reused from existing design system libraries to reduce build effort. In the end, I found a nice balance between the two.

Below are some examples from the new WFI design system:

Design

For the UI design, I created 12 highly flexible template types with some unique templates and others that were repeatable across different pages, for eg. Area Manager profiles and blog articles. I conducted an audit of the existing website to define what templates needed to be designed, and consulted with WFI to come to an agreement on the templates to be created. The delivery of the templates were prioritised by the most critical pages for the user.

Below are screens of the existing website and examples of the new website templates:

Design

• Successful and on-time delivery of 12 unique and flexible templates, that were CMS friendly, for client to build out
• Increased customer engagement with local WFI area managers for direct quotes
• Built a strong relationship with WFI, leading to client open to engage us for future work, as well as give us referrals to other parts of the business

BT SMSF

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Key Achievements