Mayo Clinic
My team at AnalogFolk redesigned Guardian Life's website to place customers at the heart of their business
Role
Designer
Platform
Website
Industry
Healthcare
Context
Guardian Life Insurance, founded in 1860, is one of the most experienced players in the industry. When a new wave of insurance start-ups entered the market, Guardian Life needed to evolve its presence to remain competitive.
The company faced the challenge of translating its complex, multi-product offerings into a website that was as intuitive and user-friendly as those of its simpler competitors. The site was a reflection of the company’s complex internal structure, rather than the decision-making process of the customer. The dense, topically-driven navigational systems were harrying, and the content was industry-babble. Together, the site disengaged users and delayed leads.
Process
Throughout our rapid discovery phase, we conducted numerous stakeholder interviews and workshops whilst working through hundreds of documents provided by Guardian. It became clear that the site was a manifestation of their internal structure and how the digital team was behooved to business, rather than consumer needs.
Solution
Architecture was reworked to mimic the conversation between an insurance advisor and their client. Content was translated, streamlined, and simplified, while recommendations were customized to users' communicated needs. Visual design leveraged soft illustrations, a muted color palette, and rounded forms to provide a warm and refreshingly human feeling. A tight, WCAG-compliant, highly responsive component library ensured the web overhaul durability for the future.
Outcome
The redesign was a first step in guiding Guardian to a more connected, customer-centric operation. Post-launch, the site saw a 45% increase in the number of pages visited per session and a 33% increase in overall session duration, allowing them to stay competitive in shifting, increasingly nimble online marketplace.
Credits
Ashley Lewis, Christine Lavarda, Ben Howarth, Grace Wu
