Information architecture guides consolidation of multiple web sites into a single site design that improves visitor experience and customer engagement
The client's web design was built to consolidate sub-brands under a single corporate brand, enhance the abilty to cross-sell products and services, and streamline the user interface to produce a better experience for site visitors.
Industry:

The client is one of the world’s largest insurance brokerage and risk management services firms.

Driving greater consistency
The client maintained six independent web sites for its corporate sub-brands— each site with its own look and feel, depth of content, degree of usability, and analytics.

Inconsistency across sites, however, produced a less-than-ideal user experience and limited the depth of the company’s engagement with its customers. The company launched an initiative to consolidate its public-facing sites into one web presence in hopes of improving:

  • Overall ease of use for internal and external visitors, thereby increasing site traffic and time spent on the site
  • Its access to and use of analytics
  • Its ability to deliver timely, relevant content
  • Branding and message consistency, as well as the company’s reputation as a thought leader and community steward
  • Tapping the right expertise

For assistance, the company turned to West Monroe Partners, which offered deep insurance industry experience,
along with a collaborative approach and distinctive capabilities for enhancing customer experience and engagement.

In addition, West Monroe demonstrated extensive expertise in information architecture design—a vital element of
effective web site design.

A road map for meeting business goals
West Monroe Partners collaborated with client personnel to craft an innovative web site design that addresses the
company’s various business needs.

The first phase of work consisted of an assessment to validate the project scope, business requirements, pain
points, and capabilities of the Umbraco/ AquaLogic technical platform that would be used to create the new site. West Monroe conducted discovery sessions with the firm's leaders to review current site design and content management processes. Then, using available web analytics and a competitive analysis, the project team validated user personas developed for the existing site design by a previous vendor.

In the second phase of work, the project team used findings from the discovery sessions to complete a cardsorting exercise that guided the client in re-categorizing existing content from its six current websites. This new information architecture allowed the project team to illustrate basic web site functionality using Axure RP—a
wireframe tool capable of building interactive HTML prototypes. The interactive wireframes proved invaluable for helping the client understand functionality of the new site.

Finally, West Monroe Partners worked with the company to develop an implementation time line that defined
both scope and resource requirements. The result was a comprehensive road map for establishing a consolidated web site that incorporates all the features and functions necessary to meet the client’s business objectives.

 

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