Manulife CoverMe.com
The Situation
Insurance is one of those things you know you need: but how to find the right package? This was the challenge for Manulife Financial when it came to the CoverMe.com insurance web site.
Customers could find what they wanted, but that’s where things got hairy. Without tools to enable decision-making, an inconsistant brand experience between the different product sections, thick industry and legal jargon, it was becoming increasingly difficult for customers to buy something.
The Solution
Our solution was to create a digital experience that would help customers make informed decisions with a focus on self-service, reducing the need for offline support.
To do that, the new site reflects the brand and focuses on meeting, solving and anticipating customer insurance needs. A complete re-architecture and a thorough overhaul of site copy was undergone to address needs, and generate awareness of all available options. The new interface brought a modern, sophisticated yet approachable design sensibility to the brand, and the new site structure encouraged scaleable, flexible growth for the bilingual customerbase.
The Results
Since the site refresh unique visitors have increased as follows:
- All Health & Dental products: 15%
- Life Insurance products: 57%
- Travel Insurance products: 28%
- Critical Illness Insurance products: 10%
Services used on this project
- Analytics + Insight
- User Experience Design
- Creative Development
- Technical Development