Organization:
Allstate
URL:
Background:
The Allstate Corporation was founded in 1931 and is the nation’s largest publicly held personal lines insurer, helping individuals in over 17 million households insure their homes, cars, and other valuable assets. The Company has a long heritage of supporting the Hispanic community, from events and sponsorships to supplier and employee diversity.
Critical Needs:
- Define the content and features & functionality needs of online Hispanics to inform Allstate’s Spanish site development
- Create Allstate’s Spanish site design and content to balance user needs while accomplishing business objectives and remaining consistent with brand guidelines
- Develop interactive site tool to assist visitors in understanding coverage options and generating online quotes
- Provide insight as to online user behavior and evolve site accordingly, while remaining consistent with English site
Solutions:
- Conducted primary user research with end users and Allstate business owners to guide and inform the user experience (content and features & functionality) and define the business objectives
- Created a phased user experience strategy with key milestones and site evolution plans
- Wrote original, search engine optimized Spanish content and provided back translation for legal approval
- Adapted existing design templates and developed Spanish site using a Content Management System (CMS)
- Created CoberTOUR®, an educational, interactive video guide about insurance to educate users about auto insurance and guide them through the quote process
- Provide ongoing metrics, design and content maintenance and support
Learn More:
- Visit Allstate’s Spanish website
- Check out CoberTOUR®
