Insurance Corporation of British Columbia website redesign

OXD’s user research guides solid strategy and compelling redesign.

Insurance Corporation of British Columbia (ICBC) is the largest insurance provider in Canada. Although ICBC is well known as the sole provider of compulsory automobile insurance in British Columbia, it also provides optional insurance, driver licensing services, and road safety programs.

In 2007, ICBC asked OXD to lead the redesign of its primary website property, icbc.com. OXD worked with partners Karo and Performance By Design, who did the visual design and usability testing  for the project.

Defining user needs

As part of the redesign process, we engaged with ICBC executives, management and customers to produce a comprehensive web channel strategy and vision. Several methods were used to inform the strategy including one-on-one interviews with C-level, Sr VP, and VP-level executives at ICBC; workshops with senior management; customer surveys; web analytics; comparative and competitive website analysis; in-depth interviews with customers; call-centre listen-ins; observational research in ICBC Claim Centres, Driver Licensing Centres, and partner brokerages; and usability testing.

The data gathered during this process was then transformed into a series of strategic insights with actionable design implications, which were then carried through to the resulting website design. Key performance indicators were developed with ICBC and were used to define success for the site and measure performance at re-launch, and into the future.

Addressing the key challenges

Our comprehensive strategy laid out several key challenges that were tackled during the redesign.Many of tasks customers needed to complete with ICBC were mandatory in nature anda failure to address them on the website was forcing customers to use other channels.By giving customers clear guidance (using numbered steps and checklists) we would be able to increase  their confidence and comfort with ICBC.To make the content understandable, it would be important to strike a balance between precise legal language and plain language that customers could understand.Lastly, to ensure even tighter adherence to user needs, we created personas to guide the navigation and interaction design of the site. A primary persona was also assigned for each page of the site to make the copywriting targeted and focused.

Redesigned ICBC homepage

The site re-launched in May 2009 and immediately saw a 50% decrease in the number of customers that needed to consult the Frequently Asked Questions (FAQ) section of the site. Following launch we continued to work with ICBC as they further refined areas of the site, improved their Google Analytics implementation, and built their continuous improvement program.
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ICBC is the largest insurance provider in Canada. Although ICBC is well known as the sole provider of compulsory automobile insurance in British Columbia, it actually provides a wide range of automobile related services to residents of BC. ICBC also provides optional insurance, driver licensing services, and road safety programs.

In 2007, ICBC asked OpenRoad to lead the redesign of its primary website property, icbc.com. OpenRoad worked with partners Karo and Performance By Design, who did the visual design and usability testing for the project.

Defining user needs

As part of the redesign process, we engaged with ICBC executives, management and customers to produce a comprehensive web channel strategy and vision. Several methods were used to inform the strategy including one-on-one interviews with C-level, Sr VP, and VP-level executives at ICBC; workshops with senior management; customer surveys; web analytics; comparative and competitive website analysis; in-depth interviews with customers; call-centre listen-ins; observational research in ICBC Claim Centres, Driver Licensing Centres, and partner brokerages; and usability testing.

The data gathered during this process was then transformed into a series of strategic insights with actionable design implications, which were then carried through to the resulting website design. Key performance indicators were developed with ICBC and were used to define success for the site and measure performance at re-launch, and into the future.

Addressing the key challenges

Our comprehensive strategy laid out several key challenges that were tackled during the redesign.Many of tasks customers needed to complete with ICBC were mandatory in nature anda failure to address them on the website was forcing customers to use other channels.By giving customers clear guidance (using numbered steps and checklists) we would be able to increase their confidence and comfort with ICBC.To make the content understandable, it would be important to strike a balance between precise legal language and plain language that customers could understand.Lastly, to ensure even tighter adherence to user needs, we created personas to guide the navigation and interaction design of the site. A primary persona was also assigned for each page of the site to make the copywriting targeted and focused.

Redesigned ICBC homepage

The site re-launched in May 2009 and immediately saw a 50% decrease in the number of customers that needed to consult the Frequently Asked Questions (FAQ) section of the site. Following launch we continued to work with ICBC as they further refined areas of the site, improved their Google Analytics implementation, and built their continuous improvement program.