Information Architecture And Experience Design For Group Benefits Provider
A leading Canadian company that offers life insurance, health insurance, investment, savings and retirement income and reinsurance.
Together we shifted the website from product-driven to customer-focused, brought it up to modern standards and improved the overall digital experience.
MAKE OF THE TEAM
Adjust the existing information architecture so it’s easy for site visitors to access content that’s relevant to them.
Information architecture, interaction and UI design
Card sorting research to inform design decisions
Facilitating stakeholder feedback sessions
Providing implementation details
Outdated, dense content with multiple nested pages
The Customer Experience Director brought this project into production since the website was had become outdated and needed to be brought up to modern technology and aesthetics.
I paired with the design strategist to understand the direction and goals for the site based on their research
Proto-personas informed key tasks:
INFORMATION ARCHITECTURE RESEARCH
I took stock of the current sitemap, compared it to
user needs & website analytics and cut out irrelevant pages.
I conducted a card sorting study with 7 participants to understand current customer mental models. The results help to understand which pages users cared about most.
The standardization grid visualizes how many people grouped pages under each category which helped us organize the site structure based on their mental models.
With a less dense sitemap, we identified what templates would be needed, then digitized the template sketches into wireframes and gather stakeholder feedback.
I paired with front-end developers & visual designers to break the templates into components for our design system
I worked with front-end to implement the design and provided a detailed breakdown of interaction states
I annotated wireframes to make it easy for any front-end developer to pick up the task and implement the requirements.
Outdated and hard to navigate — a poor experience.
Modern, simplified, accessible — a great experience!
Winner of the 2017 RGD In-House Design Award!