top of page
Busines - landing page Figma.PNG

Redesign of the business website

BRIEF: redesign the existing website to improve engagement with the webpages themselves and to help small business health insurance meet its sales targets.

​

PROBLEM STATEMENT: The existing website does not meet user needs. People cannot find the appropriate product for their needs.

Business - discovery workshop.PNG

01

DISCOVERY

Using what data we have available to understand who our users are and what they are trying to achieve. This involved:

​

  • Workshopping with sales, SEO and CRO to understand typical user behaviours across the webpages - and sentiments towards the buying process.

  • Creating user personas.

  • Identifying top 5 user needs across the website.

02

REIMAGINING THE SITEMAP

Understanding how our users relate to the products - and how they engage with the existing touchpoints. This involved sitemapping to identify:

​​

  • User pain points, such as long web journeys, high bounce rates, rage clicks and on-site searches - using Hotjar and Google Analytics.

  • Mapping out opportunities for improvement, including deleting webpages, using new components and updating the main navigation.

Business - sitemap discovery.PNG
Business - UX Figma.PNG

03

CONTENT DESIGN OF WEBPAGES

Redesigning the existing webpages, as well as designing content for new webpages. This involved:

​

  • Working with UX to ensure the flow of webpages adheres to our user needs.

  • Adding, removing or changing the flow of content to eradicate pain points.

  • Working with marketing, sales and product to ensure that we are balancing business needs with user needs across the website.

04

TESTING AND VALIDATING

Working with UX to test the new Sitemap and high-level content to ensure that user expectations are met - including:
 

  • Testing the navigation.

  • Testing the naming convention of pages and product descriptions.

Business - tests.PNG
Business - webpage content design.PNG

05

SEO OPTIMSATION AND UX COPYWRITING

Writing the copy for each of the webpages - working with multiple stakeholders across the business to ensure:
 

  •  Key business messages and campaigns are highlighted (Product marketing)

  • Tone of voice is correct (Brand)

  • Technical accuracy (R&D)

  • SEO optimisation (SEO, CRO and Analytics)

  • User needs are met, including accessibility best practice (Digital and Content).

06

SIGNOFF AND PUBLISHING

Socialising with stakeholders to get their final review on content. Plus building the webpages in the CMS. This included:

​

  • Building and publishing in a lower environment to test functionality. Publishing in live environment.

  • Presenting full content design process back to senior stakeholders to get them on board with the redesign solution.

  • Getting final compliance approval of content ready for the set launch deadline.

Selected January 07 2024 10_06_12.png

KEY TAKEAWAY

Often, stakeholders present us with a solution rather than a problem when we're first bought in to work on a project - and before we've done any discovery work.

​

By taking the time to validate our user needs and design our ideal user journeys, I was able to test and disprove the initial solution that stakeholders presented. This was an important step in driving this project forward, as it allowed me to:

​

1. Win stakeholders over early on in the content design process, by considering their ideas.

​

2. Showcase the importance of user-centred design thinking - and the benefit it can bring to the business.

​

3. Further understand the suite of products being sold and the people that were engaging with them.

bottom of page