Insuring homeowners

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.

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.

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.

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.

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.

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.

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.