Client: National Insurance and Financial Services Company
Sitemap for specific audiences
The new microsite held 4 user journeys that personalized explanations about the migration process with as little jargon as possible.
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. We created a microsite site for them.
Audiences: Insurance agents, financial partners, regular staff, customers
Goal: Preempt confusion during a site migration
Objectives: To create a microsite that would educate and onboard groups in a phased rollout.
Actions: I created a sitemap of 4 personalized journeys
Deliverables: Slickplan sitemaps, slide deck for client
Results: The phased digital transformation meant that every audience—from internal agents to end customers—needed a clear, low-friction way to find what they needed during each migration wave. The microsite sitemaps became the backbone of that effort. For insurance agents and financial partners, the detailed hierarchy highlighted where updated quoting tools, policy-management portals, and training resources lived as old systems were retired. Internal staff could see, at a glance, how to guide clients through each stage of the transition because the sitemap exposed every relevant page and cross-link, reducing guesswork and cutting down on calls to tech support.
Customers benefited just as much. The sitemap made sure that essential tasks—filing a claim, checking policy details, paying premiums—were always surfaced prominently, even as URLs and back-end systems shifted. By mapping the microsite around user tasks rather than corporate silos, the Nationwide content team gave everyone a single, predictable source of truth. In a high-stakes environment like insurance, that clarity didn’t just improve UX; it kept trust intact while the company rewired its digital infrastructure under the hood.
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.