Helping insure homeowners on the
Texas Gulf Coast
Just after Hurricane Sandy struck the coastline, we launched a new insurance tech marketing experience for the only wind and hail insurance provider for thousands of homeowners.
Role
Web design, user research, WordPress development
Industry
Insurance, public sector
Results & Outcomes
Customer-segmented education experience
Public sector compliant WordPress site and implementation
SEO friendly insurance agent directory
Scope
Homeowner experience, Agent experience, WordPress administration UI
Project length
4 months
Segmenting our audiences
For TWIA and insurance tech marketing we needed to serve the needs of our different audiences. Initially we had a lot of questions on whether or not that would work. So we designed early prototypes that we used to gather feedback.
Developing a visual style
The original TWIA.org was “very orange” so we brought in a new complementing color palette and visual accents without disrupting their current brand. By demoting orange and promoting blues and golds, we encouraged a more trusting opinion of the brand. Whereas with orange it can come off like danger and warning.
Refining a solution
Once we had tested our prototype with users, we designed a high-fidelity version that we would use alongside our style tile to build the site in WordPress. You can see from the design that the audience segmentation allowed us to present a more complete information picture to the visitor. Before, the site tried to serve all of the audience content at the same time in the viewport.
Finding an
insurance agent
One of the major pieces of content that the site serves is a directory of insurance agents with experience working with TWIA. By migrating this database into WordPress, we were able to make our agent director searchable at the Google SERP level in addition to the site itself.
The agent
experience
Educating agents on how to engage with not only TWIA, but also provide alerts and news having to do with major weather events was central to this insurance tech marketing experience. In the context of an agent, this is where they would receive those announcements, as well as get training on new protocols and procedures.
Getting certified
For homeowners, being able to self-serve their certification can be a big head-ache if their confused by which certification to complete. Although we can’t reduce the length of the certification process, we designed an experience that increased the likelihood of driving homeowners to the right place showing the differences between WPI-8-C and WPI-8 forms.
Recasting the
brand
TWIA is a government agency of Texas and at the time, suffering from a poor perception by their customers. Therefore with the about page as well as several other pages, we wanted to come across much more effectively and trustworthy. We wanted to show that TWIA isn’t some nebulous government agency, but rather a group of Texans that are preserving the Texas coastline.
Engagement outcomes
One of the most challenging obstacles of the project was that Hurricane Sandy and the after math were in full effect. Meaning it was hard to get engagement and the project duration went longer than normal. Nonetheless, we pushed forward and delivered a complete experience that served all of the different audiences of Texas Windstorm. For an insurance tech marketing site, we were able to increase the footprint of the site by over 10k pages with the agent directory.
This meant that visitors didn’t have to type TWIA into Google, just their home insurance agent name to discover TWIA. This can be incredibly helpful especially when most people we learned, didn’t know they had TWIA insurance!
