Consolidating five legacy insurance sites into one scalable platform

Website: au.marsh.com/sport/home.html

Overview

About the project

The B2C area of the business was marked for strategic growth, which include the optimization of processes and servicing these clients. 'Sport' consists of clients that have a national body insurance program with Marsh, meaning that we insure a range of individuals, clubs and organisations related to that sport.

What are we trying to solve

Our internal stakeholders and business partners service these clients, and subsequent users on a day to day basis. Existing legacy websites existed across multiple platforms with various levels of functionality. There was a need for brand alignment, content consolidation, as well as platform migration. The scope also needed to allow for the potential of onboarding new sport clients.

The overall goal of the project was to consolidate our public insurance information, claims process and client servicing requests into one site, creating a scalable user experience.

Solution

• Individual sports players
• Associations & Clubs
• Marsh brokers (Internal users and stakeholders)

What we needed to answer

1. What do our internal stakeholders need from the site?
2. How do our internal stakeholders engage with the legacy sites?
3. Who is using the website?
4. What do those people need from us?

After this research was complete, we grouped similar users and tasks to create a concise list of actions and information that needed to be contained in the site. This would then determine how we engage external support, content writers and internal stakeholders.

Project

Scope & Constraints

• The proposed site be based off the existing Adobe Experience Manager platform.
• Preference to leverage existing components within design system and potential for no new components for MVP.
• Any new components or functionality suggested would need to go through a rigorous development cycle.
• Commitment to build the proposed site within 6 months.

Research

What we needed to answer

Initial work for the project included an in-depth evaluation of the 5 existing legacy sites across 9 different sports. The main outcome was to establish a baseline of the existing sites.

Research actions

1. Extraction sitemaps
2. Thematic content analysis
3. Functionality scope
4. Review of Google Analytics data
5. Review of limited data available through existing forms and services

Findings

• Information architecture across legacy sites was inconsistent and did not follow a strict hierarchy pattern.
• Analytics data showed engagement with insurance-themed content was low.
• Data showed the most engagement was around 'Make a claim' and 'Certificate of Currency' content and call to actions.
• The majority of inquiries referred to claims and certificates of currency.
• Claims were most frequently mentioned by players and club representatives.
• Certificate of Currency was exclusively mentioned by club officials and representatives.

Exploring the business model and needs with sport specific workshops

The goal of the sport based workshop was to break down ideas into key assumptions and look at various factors that would determine the potential site. We wanted these workshops to be easy to participate in, as not all internal stakeholders would be familiar with this style of work, and to focus on the overall picture and goals.

• Goal 1: High level overview of the business
• Goal 2: Evaluate internal and external users

Questions used to initiate / facilitate discussion

• Who do you think are the main users of the current site?
• Who do you think should be the users of our current site?
• What do you use the current website for?
• What problem does the current site look to solve for our users?
• How common is this problem across our audience group?
• What differentiates us from our competitors in the market?
• Are there any potential prospects in this audience group?
• How can we identify the specific audience groups that we hope to engage with the site?
• What indicators can we use to determine whether the website is working correctly?

Workshop outcomes

The goal of the sport based workshop was to break down ideas into key assumptions and look at various factors that would determine the potential site. We wanted these workshops to be easy to participate in, as not all internal stakeholders would be familiar with this style of work and focus on the overall picture and goals.

Consolidating and grouping information

After the series of workshops with stakeholders, clear themes and patterns emerged about how they need to service these clients and how the clients use the site. They were grouped by persona and task to complete, to be the base of user journeys.

Define

Findings

Key Findings

1. All sports have the ability to serve clients in the same way, therefore the site can reflect that. There is no need for an individual solution for each sport.
2. The site solution needs to serve the broker, club/association and individual. For sports with complex club player structure, information should be divided per group.
3. Cross selling product is an important part of our sport business. The site should be able to facilitate this.

Reflecting on our research

Outcomes & Lessons

Validating work externally to avoid bias, having been involved with the business and the work they do for an extended period / tunnel vision — given that there was limited data and analytics.

With limited timeline and privacy/data restrictions, surveying / interviewing clubs, club members and individuals (personas / audience group) wasn't possible. Being able to reach the primary users we were serving would have been advantageous and given a deeper insight.

Also given limited timeline, only brief SEO research was able to be completed. An extensive keyword analysis would have enabled us to make stronger content choices and prioritisation.