Zurich UK
To make a consistent experience for all of the Zurich UK core commercial sites as the re-platformed to Sitecore CMS and aligned with the global Zurich digital brand experience.
There was a fragmented customer journey due mainly to the existence of multiple web platforms as part of the same web experience. With the introduction of Sitecore and the brand design work carried out by Zurich’s global brand, Zurich UK had an opportunity to refresh the experience of it’s web properties.
To make a consistent experience for all of the business to business and business to consumer site. Whilst supporting Zurich UK’s voice of the customer through a brand refresh and mobile first migration to Sitecore.
In order to appropriately initiate the project, I started by outlining our approach to plan and roadmap the project, given its scale and importance. This included setting appropriate actions and research required to audit and prioritise the content, in accordance with best practices and business requirements.
We reviewed the current content structure and produce a sitemap for the ‘as-is’ website. From the sitemap we interrogated the information architecture of zurich.co.uk.
In workshops with stakeholders cross the business we prioritised the content and define key user journeys. Designed a customer-centerered information architecture navigation and content structure for the new site. Which we refined and iterated with the project team.
We created a initial hypotheses, based on user journeys we where able to prioritised and grouped the content to streamline the web experience for the best user and business needs.
We were able to test information architecture with hundreds of people using an online tool called TreeJack, asking questions based on the key user journeys to navigate our concept navigation. From the reports we iterated to create successful groupings of the labelings and hierarchy of our proposed navigation. This validated the new sitemap from our hypotheses, and we were able to create wireframe prototypes to test the defined user journeys.
For stakeholder workshops I created card components to use as a talking point and quickly show how Sitecore is a component based CRM and to show how the pages can be changed manually or dynamically.
I used a customised a HTML Bootstrap framework provided by MRM//McCann, to create a prototype of navigation and content in-order to validate our concept with key stakeholders and customers.
We tested the prototype with people via the online web service What users do. The findings helped defined the concepts and through iterations we refined the prototype to establish the content hierarchy.
We established the information that the people need from Zurich websites and establish content guideline to guide content editors in producing the best content to optimise customer experience across each page.
