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MERCURIES LIFE

INSURANCE  |  BRANDING + UIUX DESIGN + MOBILE  + WEBSITE  |  2017

Mercuries Life Insurance, founded in 1965, is one of the biggest insurance companies in Taiwan. The client wanted to redesign their 30 years old website in order to be used in multiple platforms. 

CHALLENGE

Since it is an established business and the official website has been used for 10 years. The biggest problem for users when using the website was hard to find the information they want. In addition, the client want to rebrand the company image by revamping the official website. 
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PROBLEM AND RESEARCH

In order to fully understand the target audience, I participated in a total of 6 in-depth user interviews with UX designers. Based on the insights collected through research and discovery, we discovered target users came to the website for different purposes and the target users can be categorized into 6 different types. 
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  • Self- informed clients. They care about finding effective insurance information and a comfortable shopping channel.
  • Traditional clients. They want to quickly provide online resources to enhance offline service experience.
  • Salesmen. They care about being professional in front of clients. As a result, they want to receive timely professional assistance from the website and use the website as one of their selling tools.
  • Staffs. They care about effectively update the official website to improve the efficiency of maintenance.
  • Investors. They care about easy access to all the financial reports about Mercuries life company. 
  • Business collaborators. They care about finding O2O service planning opportunities.

SOLUTIONS

  1. Self-informed Clients
  •  "Inquiry cart" is always placed on the right side of the website, allowing user to view their inquiry products. 
  •  A search bar is placed in the center of the landing page with hot keywords underneath the search bar for self-informed users to easily navigate search information.
  •  In the product page, there is an "add to inquiry" button for users to quickly add the products that interested them.
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2.   Traditional Clients
  • Provides frequently use functions on landing page. Ex: Login, Claims, or Contact Us
  • The login page is clean and adding greetings on the page could build a connection with the users right away
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3.   Salesman
  • Revamp mega menu and its hierarchy. It helps sales to have easier accesses to products.
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4.   Staff
  • Banners, news area, and product list provide featured events, news, and products.
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5.   Investors
  • Provide company's current stock value to investors.
  • Provide "add to Calendar" option to connect with the investors and turn passive to active reminders.
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RE-BRANDING

In order to maintain the brand consistency of MERCURIES LIFE,  I started with market research in existing marketing materials which includes banners, flyers,  social media advertisements and marketing videos. I also did survey for other local insurance official's company websites. Then, I analyzed and complied with the brand’s CI guideline to enhance the brand's aesthetic, and ultimately to bring out a fresh look for Mercuries Life target users.
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ICON SET

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FONT SIZE

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BANNER IMAGE

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FINAL OUTCOME

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