Carolina Casualty was in need of a rebranding and some internal app overhauls when I came on board. I was more than happy to step up to the challenge! 😀
This was the new layout when I arrive (which was sadly an upgrade from the last version)…
Here were a few of the problems.
1) Too much blue
Blue was a big part of the corporate identity, but this was a little overkill.
2) We don’t know what Carolina Casualty does.
Sure, there were plans for a tagline of some sort, but there’s nothing else and no space for any additional copy or taglines.
Also, the photography does let people know that we deal with trucks, but it doesn’t really address that we handle insurance.
3) Nav conflicts.
The upper right icons take prominence over the main nav. Also, there’s items up there for consumers and agents…which can be a little confusing.
4) That glow on the logo!
So here’s what I did…
Simple call to actions to direct users to the most commonly used and important to business areas.
When acquiring new business, it’s important that new agents find out what we’re about, so a “Get to know” CTA was placed on the homepage.
We also tried to “iconify” our products and services lines as much as possible. We could tell from site data that these sections were typically skimmed over, and then users jumped to the “about Carolina” sections in the past, so we tried to make the data a little more impactful. Also, many of these icons would be re-introduced in apps that the agents would later use, so this was an opportunity to create future familiarty.
Current agents would be directed to the “Try out the New My Carolina” CTA. It was important to preface that it was “new” before they stepped in and received a total shock to the revamp. All of the links now had visual icons to help identify them. We sent out emails in advance and actually performed usability testing with multiple agents before we redesigned the internal apps, but that’s another story. 🙂
For our insureds, their typical need was to find an agent. Their pain points were normally they needed to find an agent for new insurance, or needed to report to an agent due to an accident, so having that CTA was important, and lead to development of a mobile app for filing claims.
We also kept as much blue as we possibly could to keep on point with the brand, and also having an experience of serentiy and calm. Most times when you need to do with your insurance provider, it isn’t because something good just happened. 😉 So we took the color as an opportunity to placate and provide assurance
The end result was a site that ranked on page 1 of google for florida truck insurance, happier agents, a company that was proud of their new site, and a much better user experience for our agents and insureds. 😀