1. 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  

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

3. Why are we redesigning?

4. Role of III.org
Marketing & Communications Hub
The website is a key channel for meeting our 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 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

5. 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

6. 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

7. Goals of the I.I.I. website redesign

8. 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

9. Usability study – key learnings

10. 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

11. New design

12. 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.

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

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

15. Next Steps

16. 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