Board of Directors Meeting January 17, 2017 I.I.I. Website Redesign Board of Directors Meeting January 17, 2017 Andréa C. Basora, Head of Marketing & Communications Insurance Information Institute  110 William Street  New York, NY 10038 212.346.5520  seank@iii.org  www.iii.org

Agenda Why redesign? Goals of the redesign Usability study findings New web design preview Next steps

Why are we redesigning?

Role of III.org Marketing & Communications Hub The website is a key channel for meeting our 2017 department and organization-wide objectives: Solidify the I.I.I. as the “voice of the insurance industry” Increase visibility of I.I.I. thought leadership Better serve I.I.I. members Develop the I.I.I. into a publicly recognized and respected brand In order to achieve our core communications and marketing goals in 2017 and moving forward, it is important that the website provide a best-in-class user experience and accurately reflect the Triple-I brand attributes. The site is one of our primary communications and content distribution channels, allowing us to reach out to a wide range of stakeholders Not just a resource for day-to-day consumer and media, but also an important tactic for getting information out quickly when the industry is under attack

Web traffic competitive analysis We’re holding our own… but could do better Oct 2016 – Dec 2016 But, while our traffic is relatively high, and growing steadily, we feel we can do better—not just in getting people to the site, but also in keeping them on the site and engaged with the content (note high bounce rate) A range of comparable websites: NAIC has similar consumer education focus, Insure-U Life Happens has a similar mission (to inspire the public to take personal financial responsibility through the ownership of life insurance…) Insure.com provides consumer content/resources (owned by Insurance.com; member companies that sell thru sister site: Esurance (Allstate); The Hartford; Liberty Mutual; Safeco) Source: SimilarWeb

What We Need A responsive website to serve Consumers Media Member Companies An engaging cross-platform user experience Desktop Mobile Tablet An intuitive user journey Make more content more easily available Maintain high quality level 6

Goals of the I.I.I. website redesign

How We Make a Better Website Objective Create a design that engages users with a modern responsive layout that allows easy and intuitive access to a large volume of complex information Design & Information Architecture Redesign the core functional components of the site to be best in class and conform to web standards Rethink site architecture to surface more/more relevant content throughout the user journey Fully integrate I.I.I. brand identity Intuitive Engaging “Sticky” Action-oriented Social Make social integration of content and sharing action primary to the user experience Highlight I.I.I. blogs and apps SEO Improve SEO characteristics to ensure content appears at the top of any relevant web search Ensure higher Google ranking through mobile-friendly design

Usability study – key learnings

Usability Study – Key Learnings User feedback: Place the I.I.I. mission front and center because it validates credibility Include a robust search engine Incorporate infographics, bulleted list and tile layouts so content is easier to consume Provide “next steps” following consumer articles Streamline registration workflow General consensus is site reads as a place to gain information about a broad spectrum of insurance topics

New design

We will also be providing an improved member experience, with additional resources, exclusive content, and a customizable dashboard where you member users can see the latest content that matches their interests. Modern, responsive design that presents information in a clear and approachable layout on any device.

User focused site organization created to get visitors to the information faster while educating them about available content.

The design showcases the brand and creates a unified experience throughout.

Next Steps

Next Steps Design Build Go Live Finalize Design: Completed Turn over templates and functional specifications to developer: 1/27/2017 Frontend & backend development Content migration Testing/QA Production deployment Launch scheduled for June 2017