Marsh Insurance UXR UX

BACKGROUND

Marsh Insurance, a leading provider in the insurance industry, identified that their website was clunky and failed to cater effectively to its diverse user base. They approached us to streamline their user experiences so that their website met the expectations of three distinct user groups:

• Affinity: Under $5M accounts.
• Commercial: $5M–$35M accounts, including CC Activate and Authorised Representatives.
• Other: Corporate clients and other brokers.

The goal was to deliver a website experience that felt intuitive, modern, and user-focused, helping Marsh Insurance provide value while improving customer satisfaction.

Here’s the before:

USER RESEARCH

To understand user needs and expectations, we conducted an in-depth research phase, gathering insights through a range of methodologies:

• Key Devices & Channels: Identified where and how users engaged most frequently.
• Broker Interviews: Direct feedback to uncover pain points and opportunities in their digital experience.
• Segmentation Analysis: Explored differences between Affinity and Commercial users to tailor experiences for each.
• Competitor Analysis: Reviewed industry best practices, product features, unique selling propositions (UVPs), and journey flows to benchmark against leaders in the insurance sector.
• Persona Creation: Using the insights above, we crafted detailed personas to guide the design and content approach.

The research provided a clear framework for user expectations, helping inform content strategies and functional requirements for the website.

UX DESIGN

The design process translated research insights into an actionable, user-friendly digital experience. Key steps included:

• Wireframing: Initial structural layouts were created to map user journeys and gather stakeholder feedback.
• Journey Mapping: Our team designed intuitive journey flows, making it seamless for users to move from their initial inquiry to completing forms.
• Visual Design: Once the wireframes were refined, the visual design brought the website to life, aligning with Marsh Insurance’s brand identity.
• Collaborative Approach: Our designer worked closely with Marsh Insurance throughout the process, ensuring feedback was incorporated effectively at every stage.

A highlight of the design phase was the journey mapping visualisations, which clearly illustrated how different user types would navigate the website.

Results

• Streamlined User Journeys: Clear pathways tailored to Affinity, Commercial, and Other users, reducing confusion and friction.
• Improved User Experience: Key insights from broker interviews and competitor analysis were implemented, exceeding user expectations.
• Enhanced Engagement: Early feedback from Marsh Insurance indicated improved user satisfaction and stronger engagement metrics post-launch.
• Collaborative Success: The partnership approach ensured Marsh Insurance felt confident and invested in the final result.

This project demonstrated the power of combining research-driven insights with strategic design to deliver a website that meets diverse user needs and business goals.

If you're looking for website design support that blends creativity with data-driven decision-making or need help with user testing and optimisation, let’s chat!