— Nationwide Insurance: Desktop & Mobile Experiences.
PROJECT
Create and iterate upon several desktop and mobile experiences for Nationwide Insurance to increase sales and boost user interaction.
SCOPE
Craft content for a streamlined desktop and mobile user experiences, including compelling headlines, informative body copy, clear CTAs, and necessary interactive elements to drive sales and build user trust with the Nationwide brand.
MY ROLE
Content Strategist & UI Copywriter.
COLLABORATORS
Data Analysts, UX/UI Designers, Developers, and Nationwide Insurance business partners.
GOAL
Increase conversion. Build value around the Nationwide brand with a meaningful, customer-obsessed experience. Inform users of what Nationwide Insurance offers and provide a way for them to easily learn about their coverage options, get a quote, and call to enroll in a policy.
CHALLENGES
Insurance is a highly regulated, nuanced industry. Because certain restrictions were in place, I was required to carefully navigate the content architecture of this project. I had to avoid content that was overly promising while creating a streamlined, value-rich experience with straightforward, yet human, messaging.
PROCESS
My team was tasked with designing and launching a Nationwide Insurance experience to increase sales and enrollment in insurance policies, specifically auto policies. The ideal experience would inform users of the products Nationwide offers, allow them to quickly get an online quote, and drive them to call and enroll in a policy over the phone.
To tackle this project, a kickoff meeting with myself, a UX/UI designer, data analysts, and other stakeholders was organized. After reviewing data provided to us by Nationwide business partners regarding site goals and the target demographic, we found that our user base was comprised of primarily millennial and middle-class families looking to protect their possessions with a reputable insurer.
After creating a user personas based on the qualitative and quantitative data that was provided, I user personas and journeys to further understand my audience so I could effectively speak to their needs, emotions, and goals. With both this data and the legal regulations in mind, it was decided to center the experience around messaging and imagery that would speak to protecting the customer's family and valuable possessions and allow them to save money in the process.
Next, myself and the UX designer on the team wireframed a site flow to present to project stakeholders. Once approved, I began crafting content. Since experiences would be tested against each other, several versions were created.
DESKTOP RESULT
The content I crafted was simple, succinct, and savings-driven. I crafted value-heavy headlines, simplistic body copy, and clear, informative CTAs. Since auto insurance policies provided the greatest ROI, it appeared first in the navigation.
To increase user interaction and lead them to an answer as quickly as possible, the cross-functional team and I decided to add a faux-chat element to the desktop homepage, providing a way for consumers to navigate to other parts of the site in the most human way possible. The content I crafted for this messaging bot sounded was simple and conversational.
MOBILE RESULT
The final mobile experience contained content that was
not responsive, but featured a simplified, scaled-down version of the desktop experience.
