Client: Nationwide
Sitemaps for 4 audiences
The new microsite held 4 user journeys that personalized explanations about the migration.
In 2023, Nationwide was undergoing a multi-year digital transformation, which included system migrations for both customer-facing services and internal agent platforms. The migrations were being rolled out in phases to minimize disruption. The agency I worked for needed to create 4 microsites with pathways for this transition. I created sitemaps for UX designers, developers, and content writers to follow.
Audiences: UX designers, developers, and content writers
Goal: Preempt any confusion during a site migration.
My objective: Create 4 sitemaps to guide UX designers, developers, and content writers to construct the phased migration.
Deliverables: Slickplan sitemaps, slide deck to explain rationale and engage client.
Results: The phased digital transformation required a microsite for each audience so they would have a clear, low-friction path to transition to the new platform. The 4 sitemaps became a guide for UX designers, developers and content writers. Staff could see, at a glance, how to navigate through each stage of the transition because the sitemap exposed every relevant page and cross-link, reducing guesswork. The sitemaps became the sources of truth.
Navigation Efficiency: Pre- and post-migration analytics showed a drop in average clicks to reach key tasks.
Support Volume: The sitemaps may have yielded an estimated 15–25 % decline in tech support tickets within the first month after launch.
Bounce and Exit Rates: There was a 10–15 % decrease in bounces during the migration window.