Massmutual
MassMutual offers life insurance and protection products, retirement and investment services to help you meet your financial goals.
How does MassMutual enhance their content, user experience and design on their regional websites without committing to a full website redesign?
The problem
MassMutual approached us to refresh the content, user experience and visual design on their regional websites. MassMutual lacks a clear process internally for refreshing their agency websites because it is often a de-prioritized effort. We hypothesized that the high traffic but low engagement on these websites is due to a lack of functionality and intuitive information architecture.
My role
I was one of three UX designers on an Agile team of two strategists, two account managers, two visual designers, one back-end developer, and one front-end developer. I was responsible for leading the ideation, wireframe direction and functional specifications using Axure, Google Sheets and Google Slides.
My proposed solution(s)
Analytics showed that engagement was low because there was a lack of functionality. We decided to implement two new user-driven search capabilities: an employee listing search and an office location search. The employee listing search functionality allows users to easily search for a local employee with the option to filter by employee type and/or area of focus and see employees and their contact information at a glance. The office location search functionality allows users to easily search for an office location and see office location contact information and map location at a glance.
Challenges I faced
During wireframe creation, our ideas were often limited by the scope of work since it didn’t account for a full website redesign. We continued to advocate for better interaction design, components, content and functionality, however, many ideas were not pursued due to the scope.
My Measures of Success
Once implemented, we anticipate that the new functionality will increase the engagement rate by 30%.
What I learned
Because of this project, I learned the importance of advocating for best in class user experience, despite scope concerns. Ultimately, an excellent user experience will not only increase traffic and engagement, but also boost customer satisfaction with MassMutual.