Insurance Hub Website
Influencing Digital Adoption Through UX Strategy in a Complex Organisational Landscape
2020 Havas (Ekino London) | Research, strategy and UX design
Overview
While working with Havas for a large-scale marketing transformation project, we faced a unique situation: the client was undergoing digitalization, but decision-making was fragmented. My direct stakeholders had no control over end-to-end service delivery. Our challenge: influence internal adoption using UX strategy from the marketing side outward.
Overview
While working with Havas for a large-scale marketing transformation project, we faced a unique situation: the client was undergoing digitalization, but decision-making was fragmented. My direct stakeholders had no control over end-to-end service delivery. Our challenge: influence internal adoption using UX strategy from the marketing side outward.
Approach
I designed a UX-led persuasion strategy, grounded in user insight and service modeling.
Conducted stakeholder interviews to map decision ecosystems and internal resistance
Mapped current and ideal-state user journeys, surfacing key migration bottlenecks
Ran usability tests to show friction in current customer support flows
Produced modular content strategy and design system to future-proof implementation
Crafted persuasive UX narratives and assets to enable client-side advocacy
Approach
I designed a UX-led persuasion strategy, grounded in user insight and service modeling.
Conducted stakeholder interviews to map decision ecosystems and internal resistance
Mapped current and ideal-state user journeys, surfacing key migration bottlenecks
Ran usability tests to show friction in current customer support flows
Produced modular content strategy and design system to future-proof implementation
Crafted persuasive UX narratives and assets to enable client-side advocacy
Old vs New
Outcome
Despite not owning internal operations, our approach enabled:
A successful launch of the digitised service touch points
Internal buy-in from service leads and marketing
A flexible design system adopted across multiple departments
Shift of support and inquiry channels from offline to digital
Outcome
Despite not owning internal operations, our approach enabled:
A successful launch of the digitised service touch points
Internal buy-in from service leads and marketing
A flexible design system adopted across multiple departments
Shift of support and inquiry channels from offline to digital
Discover
Stakeholder requirements
Meeting the needs of marketing, technology, people & sustainability, insurance underwriting, claim management, and legal & finance
Marketing
Implementing data tracking for better insights
Ensuring global consistency in branding for a strong online presence
Technology
Developing a new customer portal for improved customer support
Making the website easy to maintain and integrate with other systems or portals
People & Sustainability
Supporting diversity initiatives and charity events
Attracting new talent with a strong online presence and company cultures
Insurance Underwriting
Providing localized insurance solutions for a more personalized experience
Enable customers to collect enough documents online
Claim Management
Improving the claims process with evidence of successful outcomes
Legal & Finance
Providing transparent reporting through annual reports
Managing company entities and names effectively
Stakeholder requirements
Meeting the needs of marketing, technology, people & sustainability, insurance underwriting, claim management, and legal & finance
Marketing
Implementing data tracking for better insights
Ensuring global consistency in branding for a strong online presence
Technology
Developing a new customer portal for improved customer support
Making the website easy to maintain and integrate with other systems or portals
People & Sustainability
Supporting diversity initiatives and charity events
Attracting new talent with a strong online presence and company cultures
Insurance Underwriting
Providing localized insurance solutions for a more personalized experience
Enable customers to collect enough documents online
Claim Management
Improving the claims process with evidence of successful outcomes
Legal & Finance
Providing transparent reporting through annual reports
Managing company entities and names effectively
Research process
Research process
Research findings
Brokers struggle with navigating the website to gather necessary information, leading to the need to contact internal teams or known underwriters.
Despite the use of online request forms, brokers still heavily rely on in-person networks and phone calls.
The right contact information is crucial, especially in situations where the familiar underwriter is not available.
Search functions and menus make it difficult to find the right product, leading brokers to prefer calling and having internal teams prepare paperwork for them for convenience.
Research findings
Brokers struggle with navigating the website to gather necessary information, leading to the need to contact internal teams or known underwriters.
Despite the use of online request forms, brokers still heavily rely on in-person networks and phone calls.
The right contact information is crucial, especially in situations where the familiar underwriter is not available.
Search functions and menus make it difficult to find the right product, leading brokers to prefer calling and having internal teams prepare paperwork for them for convenience.
Define
Streamlining business operations
Improving user experience, product navigation and employee outreach
The business agreement processes have been streamlined with the integration of planning, estimating, and contract agreements, leading to a more organized and efficient system. The actual delivery has been broken down into manageable sprints to ensure a smoother project flow.
Key focus:
Simplifying search functionality while retaining its power
Highlighting company culture and team information for employees and potential customersProviding digital tools and space for future growth
Improving website navigation and product references
Grouping products and product details for a user-friendly experience and quick access to relevant information.
Streamlining business operations
Improving user experience, product navigation and employee outreach
The business agreement processes have been streamlined with the integration of planning, estimating, and contract agreements, leading to a more organized and efficient system. The actual delivery has been broken down into manageable sprints to ensure a smoother project flow.
Key focus:
Simplifying search functionality while retaining its power
Highlighting company culture and team information for employees and potential customersProviding digital tools and space for future growth
Improving website navigation and product references
Grouping products and product details for a user-friendly experience and quick access to relevant information.
Design & Iteration
Customised components
An easy-to-follow guide for the marketing team to enable hassle-free updates of the website
Conducted a low-fidelity wireframe to determine the number and types of templates needed
Outlined the components to fit the information architecture and navigation flow, as identified by user journeys
Aligned the template grid and component sizes to ensure proper placement
Incorporated real content into the wireframe for iteration and refinement with front-end lead and visual designer
Finalized the mobile version after properly defining the information hierarchy.
The final design was created in collaboration with the visual designer to incorporate new branding and style, then created final library.
Customised components
An easy-to-follow guide for the marketing team to enable hassle-free updates of the website
Conducted a low-fidelity wireframe to determine the number and types of templates needed
Outlined the components to fit the information architecture and navigation flow, as identified by user journeys
Aligned the template grid and component sizes to ensure proper placement
Incorporated real content into the wireframe for iteration and refinement with front-end lead and visual designer
Finalized the mobile version after properly defining the information hierarchy.
The final design was created in collaboration with the visual designer to incorporate new branding and style, then created final library.
Final results
Collaboration with Developers
Close collaboration with developers to align on design details and quality.
Deep discussions on:
Global/local website structure
Language support
Search ranking
Content labeling
Component behavior and restrictions at CRM back office.
Final results
Collaboration with Developers
Close collaboration with developers to align on design details and quality.
Deep discussions on:
Global/local website structure
Language support
Search ranking
Content labeling
Component behavior and restrictions at CRM back office.
Page templates wireframe
Page templates wireframe
Main Page
The template design includes two columns for a wider main content area and a CTA button was originally placed as the first piece of information, but user testing showed that users preferred to read more information before rushing to the career application, so the CTA was moved to the right side using an external link card.
Insurance Product Page
Anchor links improved with better visual affordance after users missed them due to lack of obviousness.
The priority of contact details was initially high and displayed in the right side column with downloads. However, after user testing, it was found that users usually search for contact information and therefore the priority was lowered and the display of underwriters was changed to be before departments heads.
Career Page
"Early careers" term later changed to "Starting your career" for a friendlier tone.
News Room Page
Results showed that authors are crucial as brokers and insurers rely on industry-recognized experts for their opinions. It also provides opportunities for organizations to cultivate future thought leaders and drive growth.
Search Results Page
Usability testing showed that the copy for the CTA had a bigger impact than initially thought, with users preferring the distinction between "open an external link" and "using another LSM tool," feeling the latter was more trustworthy.
Team Page
Incorporation of additional team members in the website received positive feedback in usability testing, despite initial concerns of customers/brokers only wanting to contact Heads of Departments.
Main Page
The template design includes two columns for a wider main content area and a CTA button was originally placed as the first piece of information, but user testing showed that users preferred to read more information before rushing to the career application, so the CTA was moved to the right side using an external link card.
Insurance Product Page
Anchor links improved with better visual affordance after users missed them due to lack of obviousness.
The priority of contact details was initially high and displayed in the right side column with downloads. However, after user testing, it was found that users usually search for contact information and therefore the priority was lowered and the display of underwriters was changed to be before departments heads.Career Page
"Early careers" term later changed to "Starting your career" for a friendlier tone.
News Room Page
Results showed that authors are crucial as brokers and insurers rely on industry-recognized experts for their opinions. It also provides opportunities for organizations to cultivate future thought leaders and drive growth.
Search Results Page
Usability testing showed that the copy for the CTA had a bigger impact than initially thought, with users preferring the distinction between "open an external link" and "using another LSM tool," feeling the latter was more trustworthy.
Team Page
Incorporation of additional team members in the website received positive feedback in usability testing, despite initial concerns of customers/brokers only wanting to contact Heads of Departments.
Deliver
Responsive design
Please see the final website at: https://www.libertyspecialtymarkets.com/gb-en
Responsive design
Please see the final website at: https://www.libertyspecialtymarkets.com/gb-en
