Client: National Insurance and Financial Services Company
Sitemaps for 4 audiences
The new microsite held 4 user journeys that personalized explanations about the migration.
In 2023, an insurance company 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 a microsite with 4 pathways for this transition.
Audiences: Insurance agents, financial planners, staff, customers
Goal: Preempt any confusion during a site migration
Objectives: Create 4 microsites to educate and onboard audiences in a phased migration.
Actions: Create 4 sitemaps for developers and content writers to follow.
Deliverables: Slickplan sitemap, slide deck to explain rationale and receive feedback from client
Results: The phased digital transformation required each audience to have a clear, low-friction path to transition to the new platform. The sitemaps became the backbone of that effort. For insurance agents and financial planners, the detailed hierarchy had videos showing where updated tools, data portals, and resources would live on the new platform. Internal 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. Customers benefited just as much. The sitemap made sure that the videos explaining essential tasks—filing a claim, checking policy details, paying premiums—and the paths they’d need to follow were easy to follow and intuitive. The sitemap became the source of truth.
Navigation Efficiency: Pre- and post-migration analytics showed a drop in average clicks to reach key tasks.
Support Volume: The sitemap 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.