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.

THE TEAM

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

Project manager
Business Partners
Content editors
Design strategists
UX researchers
Data analysts
UX architects
Visual designer
Front-End developer

MY RESPONSIBILITIES

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

THE PROBLEM

Outdated, dense content with multiple nested pages

The Customer Experience Director brought this project into production since the website was had become outdated and needed to be brought up to modern technology and aesthetics.

THE PROCESS

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

Content Audit

I took stock of the current sitemap, compared it to
user needs & website analytics and cut out irrelevant pages.

Card Sorting

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.

Standardization Grid

The standardization grid visualizes how many people grouped pages under each category which helped us organize the site structure based on their mental models.

TASK FLOWS

With a less dense sitemap, we identified what templates would be needed, then digitized the template sketches into wireframes and gather stakeholder feedback.