Trufla is an insure-tech company that focuses on helping brokers and agencies solve some of their biggest problems, such as generating quality leads and managing them, helping brokers communicate better with their customers, and giving insights to brokerage’s performance. Their product suite includes lead management, custom raters, mobile apps, websites, and digital score cards.

The company needs to build a new website to show their products and services, highlight their experience in the insurance industry and support the sales market and generate more leads. It has to be engaging for clients with strong call-to-actions.

The old website wasn’t a good reflection of the company as a brand with little highlight to its experience in the insurance industry, the products had limited info and lacked call-to-actions. The marketing team needed to publish their insurance-related articles and free e-Books which had no place in the old website.

• Building a website that is simple, clean and straightforward.
• Clear information about the products’ details and benefits
• Engaging clients and getting their interest in the company’s products and services
• Create a strong call to actions to convert leads

I lead the design process with a goal to deliver a clean, minimalistic and engaging website with clear information about the products and services to generate leads and engage clients, my main tasks were :

• Conducting research to understand the market and define the personas.
• Build a prototype and run usability tests
• Design the website’s architecture, user flows, wireframes and visual interface.

Targeting 3 sizes of brokers:

1. Personal: Small brokerage: Owner/principal broker
2. Larger brokerage: VPs making buying decisions

«We understand your business challenges in the insurance industry and we will help you overcome those challenges and enhance your business»

1. Instant engagement through problem statements flows that identify clients’ needs and take them to an education page related to the product of the solution.
2. The product/ service page should be more about the problem solving and benefits of using the product, than general information, supported by a case study.
3. The broker would be interested to book a demo and try the product or service.
4. Building a blog and e-Books library.

30 pages / 9 scenarios:

1. Find solution for business challenge
2. Learn about a product/service
3. View company’s previous projects /clients
4. Request a demo
5. Contact the company
6. Read bloh
7. Share article/blog post
8. Download e-Book
9. View jobs

• Interactive hero area: the home-page starts with a headline “What’s Your Biggest Problem?” Then a list of problem statements.
• Elaborated challenges: through problem statement page tagged with the other problem statement keyword phrases that are related to it.
• Destination Pages: these would be the product landing pages or service pages.
• Case Study Page: dynamic based on the problem selected.
• Decision path principle: Challenge > Solution > Trust >Action

Simplicity was the main attribute to focus on, we managed to create a minimalistic interface with strong headlines and engaging call to actions.

To measure the success of our objectives we will use the following metrics:

• Number of leads generated through the website compared to before
• Increase in the lead conversion rate through the forms
• Website visitors and Blog visitors
• Decrease in bounce rate
• e-Books downloads