Insurance is a critical purchase for individuals and families, but understanding exactly what product is right for you is complicated. Covering the full range of options available on Manulife Financial’s site required them to serve up a lot of complex information. The volume and complexity of content on the coverme.com website was working against the ability of the site to effectively convert visitors from browsers to buyers.

Insight

Delvinia conducted customer interviews and surveys to gain a better understanding of the current user experience. We develop personas to help the design team connect with Manulife’s direct customers. The key insight was that making information easy to locate is not enough. Shoppers need support to enable decision-making, including a consistent brand experience between product lines and help understanding thick industry and legal jargon.

Strategy

The overall design strategy was to develop a digital experience that would help customers make informed decisions with a focus on self-service, reducing the need for offline support.

Action

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 content was undertaken to address needs and generate awareness of all available options. The new interface brings a customer-centric modern, sophisticated yet approachable design sensibility to the brand, and the new site structure encourages scalable, flexible growth for the bilingual customer base.

Results

Since the site redesign launched:

• Online direct-to-consumer business increased from 9% to 20%
• Unique visitors increased by 15%
• Online Applications increased by almost 40%

Recognition

The coverme.com website has received the following awards and recognition:

• Winner of a Stevie Award in the International Business Awards
• Honoured by the Web Marketing Association in its 15th annual WebAward Competition with a Standard of Excellence Award