JACKSON | Site Redesign & Advisor Dashboard
Public site home page.
Category page examples: Variable Annuities, Product Page, Compare Annuities, Retirement education.
FP Dashboard wireframe, content matrix, and home page.
FP Dashboard demo storyboard and script.
PROJECT
Following its rebranding effort for Jackson National Life Insurance, Ogilvy was tasked with the extensive redesign/rebuild of 3 websites to launch concurrently: The public site, the customer logged-in experience, and a client service and support extranet for its financial professionals (FPs).
APPROACH
Challenges of Jackson’s former public site:
The content was not consumer-friendly –predominantly brochureware, it was developed from collateral written for the FP audience.
Site did not reflect user goals, so didn’t provide users with relevance of Jackson’s product offerings.
The content was siloed, primarily informational “dead ends” with no contextual connections or user paths across site
The content was not web friendly – long scrolling text pages that didn’t effectively explain benefits of complicated products
No calls to action
Strategic goal: Convert prospects by providing a goal-driven, customer-centric web experience that simplifies product concepts and benefits, and educates and engages users.
Activities:
Extensive audit and gap analysis of all site content
Extracted key product information from PDFs and restructured its content design
Created comprehensive content plan, detailing strategy and site structure
Developed messaging guidelines for all content to be developed, including financial education and product information.
Defined content model for all content elements, modules, and page types for the CMS.
Challenges of Jackson’s former FP Dashboard:
Jackson had 9 individually-maintained sites to support various channel partners
Architecture didn’t scale to support unique channel content needs
Dissatisfaction among users with accessibility of information
Strategic goals:
Improve content organization and accessibility of product information and sales support content
Improve usability of transactional pages
Enable FPs to better service their clients, and better manage their business
Activities:
Collaborated closely with Information Architect and Interaction Designer to define information hierarchy and wireframing.
Defined all FP-only page elements, including messaging direction and content unique to each channel.
Wrote all UX copy, including instructional text for transactional pages.
Storyboarded dashboard demo, highlighting key features and functionality of the new logged-in site experience.
SERVICES
Content Strategy, Stakeholder Interviews, UX Writing, Content Audit, Governance, Information Architecture