Client overview
The client provides insurance coverage and quoting services, with digital experiences serving policyholders, agents and internal staff. Its customer base includes educators, law-enforcement professionals, nurses and firefighters.
- Multiple audiences required relevant, role-based access to information and services.
- The public website needed to support the organisation's sales, service and marketing priorities.
Engagement scope
The work connected public web experience design with secure, role-aware access for customers, agents and employees. The scope brought together audience personalisation, enterprise content management, document workflows and integration planning rather than treating the website as a standalone channel.
The case study records the business needs and solution scope supplied for the engagement. It does not claim quantified results that have not been independently documented.
Business needs
- Redesign the public-facing website to improve the experience for policyholders, agents and internal staff.
- Provide personalised journeys and content based on whether the visitor is a policyholder, agent or employee.
- Connect online sales and marketing activity with the company's service standards and core values.
- Introduce governed content and document management with review and approval workflows.
- Design an enterprise architecture that integrates with legacy and core systems while supporting single sign-on (SSO).
Key design considerations
- Keep the experience consistent while tailoring content and actions to distinct user roles.
- Give content owners governed review and approval workflows.
- Use single sign-on to reduce friction across connected services.
- Plan integrations around core and legacy insurance systems.
- Support sales, service and marketing priorities within one maintainable platform.