The insurance arm of a large homebuilder had a dated website, creating a variety of challenges for its internal team as well as its clients. UDig was engaged to modernize the site and resolve the internal business challenges stemming from their antiquated technology stack.
The website was dated from both design and technology perspectives. It did not utilize a Content Management System and used dated development frameworks; as a result, any all changes to the site required engaging technical support. This discouraged the agency from making modifications as they were costly and time consuming, which ultimately contributed to an outdated site. Furthermore, the inability to quickly publish or modify content hampered the business’s speed to market.
From a user perspective, the page layouts were confusing and lacked a clear call to action. The primary reason visitors came to the site was to submit a claim or request a quote, however both actions were not intuitive to a user. Additionally, both of these user flows required information be provided via form submissions, but the agency required an unnecessary amount of information and in doing so, discouraged users from completing the process online. Finally, the site was not mobile–optimized which was particularly inconvenient to those customers without access to a computer. In light of these issues, users often abandoned the site and instead called the agency to resolve their needs over the phone, adding additional overhead costs to the business.
A headless CMS allowed for quick and easy publishing of new content, improved speed to market, provided the business flexibility, eliminated the need for technical intervention and streamlined the overall process of making changes to the site.
The UDig Software Engineering team focused on delivering a seamless, customer-centric solution that would transform the inefficient processes in place and drive revenue. They decoupled the front end and back end using a headless CMS (Contentful) and .NET MVC framework. A headless CMS allowed for quick and easy publishing of new content, improved speed to market, provided the business flexibility in selecting future front-end technologies, eliminated the need for technical intervention and streamlined the overall process of making changes to the site. Our UX Specialists updated design and content to ensure a clear call to action and improve the overall interface. They worked carefully with business stakeholders to understand the minimum required information and to reduce the barrier of entry for users to submit claims or request quotes. Simplifying this process met users’ needs on the site and reduced the likelihood they would need to call for support, alleviating resource needs and overhead costs. Reorganizing the content more effectively educated users on the agency’s offerings and increased the likelihood of generating new leads. Finally, the site was mobile-optimized – a critical requirement for clients submitting insurance claims in potentially problematic situations.