ACE Limited
Global site redesign, primary research, CMS integration, subsidiary Web toolkit
Situation
ACE Limited, a global insurance provider with 16 subsidiaries across 60 global locations, was looking to redesign its website. This was particularly challenging due to a lack of consistency in brand standards and product offerings across the ACE network.
Ideas
Create a new brand-centric site experience that includes a needs-based global catalog and search functionality that guides users through the ACE product and service offerings and quickly connects them with the appropriate subsidiary and representative.
- Conduct global research with principles from each business unit to collect product information and gain network acceptance and consensus
- Create a common nomenclature, taxonomy and content strategy to identify products by class, industry and regulatory constraints
- Customize Interwoven’s TeamSite content management system to enable multiple authors to contribute
- Create an extensible design system and interactive management tools to support both holding company and subsidiary expansion
Results
Web standards for product names and descriptions were adopted by all 60 global subsidiaries. Better pre-sale/lead qualifications have been directly attributed to this initiative and the number of inbound calls and office redirects has been significantly decreased. THINK won a WebAward for this effort.