Benefit Packages
Benefit Packages Website Redesign
Overview
Benefit Packages is an independent California health insurance agency that offers a wide range of healthcare plans. The company recognized that their website was in need of a redesign due to its confusing navigation and outdated design, which resulted in a low conversion rate. In order to better serve prospective clients, Benefit Packages decided to overhaul their website to provide a more user-friendly experience and improve the chances of converting visitors into clients.
My Role
As the lead for the Benefit Packages website redesign, my responsibilities included managing the design, development, implementation, testing, and maintenance of the website. I also worked to expand upon the company's branding for the website, ensuring a cohesive and consistent visual identity. In collaboration with the owner of the company, I defined project priorities and scope, focusing on continually improving and refining the customer journey.
Applied Skills
UI/UX Design, Design Systems, Customer Journey Mapping, Web Development, SEO, Wordpress Development, Client Management, Google Analytics
Tools/Resources
Process
Goals
The Benefit Packages website redesign aimed to improve the user experience for prospective clients by streamlining the website and simplifying the customer journey from learning about healthcare options to requesting a quote and being contacted by an agent. The website's previous complexity and design issues caused high bounce rates, so the goal was to create clear and easy-to-follow paths for users to learn about their options and connect with an agent.
Legacy Website
Results
The Benefit Packages website redesign project has resulted in steady improvements in traffic and quote sign-ups, as well as increased user engagement and reduced bounce rates. These quantitative improvements have been accompanied by a more accurate representation of the company's brand and a better alignment with the needs of clients.