Aja Shamblee Experience Design

Back to work, we're done here.

Hub International

Flexible, targeted design system

About

HUB International is an insurance brokerage firm that specializes in risk services, claims management and compliance support.

The challenge was to improve critical moments in the customer journey by leveraging key learnings from our data analysis after a major rebranding. We focused on discoverability, homepage strategy, product & industry content, localization, conversion tactics and validation of our hypothesis through research & testing. What we produced was a renovated design system, content author playbook and an optimized framework built for personalization.

Team Group Experience Director Sr. Experience Designer Sr. Art Director Technical Architect Front End Developer Sitecore Developers Project Manager Account Manager

Responsibilities Art Direction User Experience Site Audit Design System Creation Responsive Style Guide Content Author Playbook Targeting & Personalization Site Architecture Presentations User Testing User Stories Annotations Development Oversight

Let's Begin Transitioned HUB into a full design system in order to create better cohesion for our content and customers. We needed to reduce customized pages and improve design scalability. So we started this process with a thorough design audit to identify redundant and inconsistent UI elements. We discovered new opportunities through UX research and implemented them into the design, development and strategy. Eventually, we standardized a design system that could flex across multiple pages throughout the site and personalize content to user needs. Afterwards, we created a digital playbook to govern and maintain the site, creating value and guidance for new business needs. After the audit, we standardized a design system and expanded on it by incorporating new models in key traffic areas. To maintain this system, we hooked content authors up with a Design Playbook. It became their bible on how to establish new pages with the modules we established and ensure consistency.

Tested high value areas to maximize conversion and brand perception. That starts with improving page flow and content hierarchy. We achieved this by elevating the most important information and contact opportunities to the top. We followed that with an optimized navigation based on user testing and behavioral data. This increased usability and findability of products from the customer's perspective, rather than the business mental model.

Critical improvements in discoverability, cross product pollination & conversion funnels were identified. We worked closely with the CMS developers to optimize each module for future personalization. Using machine learning and lead gen scores, we were able to reuse components from the design system and tailor it to each users unique needs based on their search history.

HUB also wanted to retain users and continue their partnerships by increasing their thought leadership. So we pushed a content strategy that placed higher emphasis on their insights. Depending on where each user was in their journey, HUB was able to push content and communication channels relevant to each user.

By expanding the technology platform with a personalization framework, HUB can now target different content to different types of people based on their behavior. In order to reduce turn-around-times, improve quality assurance and focus on data analysis efforts, we needed to streamline our internal process. After structured review, we wrote clear guidelines on when to choose a design module based on functionality needs and content management requirements. Designers, developers and owners worked in Jira to track tasks, request changes and report bugs during build and QA testing. The result was an expanded technology platform with a personalization framework. Oh and a playbook for new hires to follow. You're welcome.

Outcomes Site optimizations 30% bounce rate improvements YoY 13% increase in page views and page views per visit 10% increase on site YoY Increased domain authority Increased valid generated leads

Productivity Increase 63% reduction of bugs per month 40 dynamic components built for personalization 200+ hours saved in development and testing

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