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Inclusive design for all ages

Physicians Mutual
Physicians Mutual provides a wide variety of insurance solutions tailored to meet the needs of individuals and families ensuring comprehensive protection across different aspects of life.

The ask

As technology advances relentlessly, adapting to contemporary design becomes a progressively intricate challenge. Physicians Mutual encountered the added obstacle of creating designs that resonate with an older demographic, yet still attract younger generations. Their product range, aimed at various age brackets, required a nuanced approach to satisfy the preferences of older customers while captivating younger ones. To meet these specific demands, they chose to have us create a UX strategy, conduct research, design user-tested wireframes, and user test prototypes, ensuring their solutions were finely tuned to their diverse audience's needs.
Services
Industry
    Insurance
    B2B
    BC2

The Results

The Physicians Mutual website's strategic revamp significantly enhanced the digital experience on key landing pages, resulting in a marked decrease in exit and bounce rates across the board, including the Home Page, Dental Landing, and Life Landing pages. This improvement in user navigation not only helped retain visitors but also effectively directed them towards a major improvement: a creatively redesigned dental sign-up form. The impact of these changes was profound, with the conversion rates experiencing a substantial increase, effectively doubling the company's previous success metrics.

Research, testing & everything in between

  • Accessibility design
  • Design annotations
  • Design collaboration
  • Primary research
  • Prototyping
  • Qualitative research
  • Quantitative research
  • Secondary research
  • Stakeholder Interviews
  • Tech recommendations
  • User research
  • User testing
  • UX design
  • UX strategy
  • Wireframe design
  • UX writing

The background

Physicians Mutual, with a rich history of serving customers nationwide, is dedicated to offering comprehensive insurance solutions tailored to meet the diverse needs of individuals and families, ensuring peace of mind and financial security for all.

UX strategy for enhanced user engagement

Research

Extensively conducted primary and secondary research to gain deep insights into user behaviors and preferences, ensuring a comprehensive understanding of their needs.

UX Strategy

Formulated a robust UX strategy, addressing challenges, aspirations, and personas, with clear focus areas, guiding principles, and measurable objectives to guide the design process effectively.

Information Architecture

Conducted card sorting exercises, documented content through a content inventory, created a site map, and page content blocking to structure content effectively for optimal user navigation.

Wireframes

We crafted user flows and wireframes in adherence to atomic design principles, continuously refining them through iterative processes guided by internal critiques and user testing. This approach ensured that the final designs were not only visually cohesive but also functionally optimized to meet user needs effectively.

Form Design

To enhance user experience, we analyzed form structures, ensured logical sequencing and relevance of questions. By streamlining the process, we successfully minimized user frustration and significantly improved completion rates, ultimately enhancing overall usability and satisfaction with the platform.

User Testing

Conducted thorough user testing sessions, gathering feedback on form usability, where users positively responded to the step-by-step approach, resulting in confidence that our wireframes would perform well.

Strategic redesign

Physician’s Mutual partnered us to overhaul its website, aiming for simplicity, accessibility, and a mobile-first design to cater to both tech-savvy and traditional customers.

Key Strategies and Results

Utilizing both primary and secondary research, the team identified key user needs, industry trends, and opportunities for improvement. This comprehensive approach informed the development of wireframes and prototypes, which were refined through user testing. The new website, prioritizing easy navigation and educational content, successfully addresses the demands of a diverse customer base, from tech-averse retirees to digital natives.

Impact and Future Developments

The launch marks Physician’s Mutual's first major website update in eight years, showcasing a strategic shift towards a digital-first customer approach. Initial results are promising, with significant improvements in engagement metrics such as reduced bounce rates and increased time on site. The ongoing rollout of additional refinement continues to build on this success, signaling a strong future direction for the company’s online presence.

We architect dynamic custom digital products and tech solutions backed by smart transformational strategies.
Physicians mutual screenshot

Takeaways

Let's face it, insurance isn't exactly a topic that gets people excited. But with Alloy Digital's innovative UX strategy, Physicians Mutual has transformed the insurance experience into something painless and efficient. Whether it's dental insurance or Medicare Supplement, guests can navigate their way to the coverage they need quickly and effortlessly. Our ongoing engagement with Physicians Mutual on accessibility audits ensures that their website remains inclusive and accessible to everyone, regardless of their needs. Because when it comes to insurance, making it easy should be the priority.