A user led approach
User interviews were conducted and the existing site was reviewed.
The research revealed that 2 separate websites would be key in delivering an experience based on users’ needs.
From a search perspective, separating the offerings also provided greater potential for visibility online.
The process required rebranding the two offerings as Total Landlords Insurance and Hamilton Fraser Cosmetic Insurance. Subsequently brand guidelines, information architecture and designs were delivered for both.
From inception to implementation, a strategy based on business requirements
Recognising early on that dividing the offerings would provide the greatest potential for success helped to shape the entire strategy. A user led approach also ensured that an appropriate experience was delivered to customers, increasing both visibility and conversions in the long term.