IMC* Enterprise Website UI/UX
IMC is an insurance organization serving millions of members in the United States and Canada. IMC came to Axis41 to design one site, covering multiple regions, audiences, and a broad range of services and perks for its members, including: roadside assistance, travel services, vacation guides, insurance offerings, and exclusive discounts from IMC partners.*Actual client name has been changed to protect client privacy.
My Role: UX Director
1) Research and North Stars
We conducted stakeholder and SME interviews to clearly understand business objectives and uncover existing user data. We then synthesized this data to create an audience segmentation approach as well as three project north stars. These north stars mapped to short-term goals (MVP), and long-term goals (post MVP).
2) Journey Maps and Scenarios
Nine user journeys were created defining how users' mental models mapped to tools and content already provided on the website. User experience gaps were identified along with suggestions for improving the experience.
3) Sitemap and Navigation
An improved version of the original sitemap was developed and iteratively tested, increasing the average success rate from 54% to 96%. We used tree testing to refine the sitemap, and one-on-one usability testing to refine the navigation design.
4) Content Strategy
Prior to the redesign, much of the content was organized based on IMC business units, which didn't match users' mental models. A sitemap redesign was the first step in creating a more user-centered experience. Once a new sitemap was defined and validated with users, fifteen key pages were identified as potentially benefiting from new content strategy. Page Description Diagrams (PDDs) were created for each of these pages, containing:
• Main audience and business objectives for the page
• Most common scenarios for users visiting the page
• Likely inward paths to the page, and forward paths from the page
• A content outline for the page organized by high, medium, and low priority
Interactive wireframes were created based on the Page Description Diagrams described above, ensuring that key pages were designed around relevant content and functionality. Throughout the design process, reusable components and elements were identified and prioritized for development. Since one of the goals of the project was to streamline the content authoring experience using a new CMS (Adobe Experience Manager), the UX team also provided high-level requirements for the authoring side of each component.
6) Iterative Testing
We used the RITE method for usability testing (Rapid Iterative Testing and Evaluation). This allowed us to quickly address usability issues and make refinements to the designs as they evolved from low fidelity to high fidelity.
7) High-Fidelity Designs
Low-fidelity prototypes were tested iteratively, and refined into high-fidelity designs in three major breakpoints, with special attention on mobile optimization.
Because the new site covered multiple regions and audiences, it was important for some content to be localized and personalized. Below are some examples of the personalization requirements defined by the UX team.
9) CMS, Authoring, and Targeting Content
Everything was designed with the intention of streamlining content management. In the end, 9 separate sites were consolidated into one site with the ability to personalize content based on region and user profile. All this was possible with a new CMS implementation, Adobe Experience Manager (AEM), and Adobe Target. Authors are now easily able to manage content for all 9 regions through a single interface, and without requiring developer intervention. Beyond designs, the UX team provided recommendations and requirements to help make this possible.