icon link to american family insurance ux research and content design samples from carrie anton

Employing more than 8,000 people and contracting with nearly 3,000 independent agents, American Family Insurance (AmFam) understands the key to successful communications is using the right vehicle. Replacing paper resources of all kinds in the late 90s, AmFam's first intranet site, "Compass," became the hub for all things related to company news, data, tools, and resources, but soon became outdated thanks to its mainframe-based system. Employed as the Corporate Communications Editor at that time, I was an integral member of the redesign team tasked with not only updating the technology, but also splitting Compass into separate sites based on its two unique audiences: employees and agents.

UX Research
Content Design

UX Research

My Role:

Serve as a redesign team member to evaluate the needs of the audiences, the tools to deliver, and how best to disseminate the vast array of internal digital resources users needed to succeed at their jobs.

Brand Objectives Met:

1. Define each audience and its subsets.
2. Conduct research through surveys and focus groups to best understand the needs, objectives, pain points, and learning methods of each group.
3. Create user personas.
4. Gain buy-in from key stakeholders by ensuring the redesign direction aligns with business objectives.
5. Understand how users currently consume information and test the efficiency and effectiveness of potential new methods.

Compass, Observation Examples of UX Research

compass audience graphic showing user research findings to create american family insurance intranet design for employees and field agents

Content Design

My Role:

Work with the redesign team to leverage the data gathered from the research phase to guide the Compass user experience.

Brand Objectives Met:

1. Identify all existing user touch points, tools, and resources needed for both Field and Employee sites.
2. Based on user needs, pain points, and consumption, brainstorm new or existing tools or solutions to improve the user experience.
3. Map out the site's information architecture to guide the navigation, layout, content location, and taxonomy of the user's journey.
4. Develop wireframe models to test with users in order to best determine if the reconfigured structure is intuitive, clear, concise, and useful.
5. Improve content consumption by formatting articles into short copy blocks, lists, graphs, and images.