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DEFINING THE DIGITAL EXPERIENCE
Client: Guild Insurance
Project type: Contextual Inquiries / Website Redesign
The challenge
While the overarching challenge was to design a website experience that dramatically reduced the customer effort by way of volume of questions, content and ultimately helping the customer move through the sales funnel faster, understanding of the business customer, their experience, needs, channel & information preference was largely unknown
Research approach
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16 x 2-3hr deep dive contextual inquiries
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Content Priority Mapping
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Task Mapping
Key learnings
Key insights were identified across the purchasing & claiming process, with the research uncovering the pivotal role industry associations had in influencing the purchase process. This highlighted gaps in Guild's relationship management model
My role
Conducted all 16 contextual inquiries, content priority and task mapping activities, synthesised the findings, and generated insights for presentation to the client
Impact on the business
The redesigned website was launched in April 2017, and redirection of marketing effort and relationship relationship management activities resulted as a result of the research with effect from early 2017