Reflecting Unum's Strength of Brand and Delivering More to Users

Unum, a market leader in providing disability, life, accident and critical illness insurance, felt its website didn’t reflect the company’s stellar reputation or promote its innovation. Partnering with Mad*Pow, goals for the revised experience included ease of use, better organization, a fresh look, simple content sharing, and support for mobile users. Building off stakeholder interviews and collaborative workshops, we designed and developed a new site that both showcased the company and delivered an exceptional experience for PC and mobile users.

Project highlights:

  • Interviews across all key internal audiences
  • Facilitated workshops to align needs with creative solutions
  • Design Studio Method guided brainstorming and iterative sketching
  • Solution built for all consumer devices: PCs, smart phones and tablets

Deep Understanding, Collaboration, Iteration and Creativity Drive New Design

To develop an effective and engaging experience, we needed to understand what the various and diverse groups in Unum felt was needed to satisfy users. First, we conducted interviews among the company, including brokers and even prospective employers. With an understanding of the priority of information types, we facilitated a series of workshops that leveraged our Design Studio Method to uncover creative and unexpected ideas. From those process and design sketches, we developed a new website that informed and engaged a user, whether using a notebook or a tablet.

Needs and Creativity Craft Compelling Online Experience

Tapping into the desires across the organization, extracting maximum creativity from collaborative teams, and designing for the desktop and the mobile device resulted in a solution that exceeded goals.


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Reflecting Unum's Strength of Brand and Delivering More to Users


Links Unum case study published by Sitecore
Megan Grocki Experience Strategy Director
Emily Chapin Experience Designer
Joan Vermette Content Strategy Director
David Thomas Creative Director

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