ALL DAY BENEFITS

All Day Benefits is a privately-held insurance and benefits group located in Central New York State. Their team brings years of knowledge and experience working in the insurance and employee benefits industry, offering direct purchased insurance, life insurance, critical illness insurance, and employee and employer benefits.

Project Overview

Having worked on other projects in the past including Mbansam Coffee, the owners at All Day Benefits deferred to my judgement for the design and development of their website, as well as any other digital tools they may need for marketing success.

I began with discussing the persona of their target audience and primary user groups. I found that they are focusing on both employees and individual employers.

Site Map/IA

I designed a new site map based on our discovery meetings and my competative analysis.

Wireframe Prototype

I built an interactive prototype with basic wireframes in order to present navigation and layout design intentions and to elicit feedback from the owners and stakeholders at All Day Benefits.

I built the wireframe prototype using Adobe XD using the Platforma Wireframe Kit. The Adobe XD prototype link provides commenting features for the stakeholders.

High Fidelity Mockups

I built high fidelity mockups for all of the unique page designs for final stakeholder approval before we began the development phase. The high fidelity design mockups provided a representation of the main pages and layout and included colors, logo, graphics, etc. to give stakeholders a sense of the navigation and a chance to send revisions before committing to the development phase.

Reviewing Site Data & Analytics

Being that All Day Benefits is a startup, there was no old website to which we could compare the newly launched website. However, after some months, I reviewed the site analytics and user behaviors.

Unfortunately, I found that the website engagement numbers were quite low. Only 20 unique visits, 11 came from google, and 62 site sessions in past 90 days. I advised the owners that they were not getting a lot of traffic to their site and recommended they launch an SEO/SEM campaign that would generate warm leads and would increase engagement.

Automation Workflow & Sales CRM

In addition to website design UI/UX, I consulted with them around the implementation of an automation workflow for nurturing leads toward setting up a meeting.

I advised the ownership and sales team on CRMs and explained the basic premise of using a CRM and integration with digital marketing strategies and lead generation strategies. The CRM integrated with an automation workflow that I set up. The workflow had four main automation that were chained together. The automation followed the sales team’s typical sales funnel process. The concept here is that the lead receives a series of emails urging them to book an initial meeting. After the initial meeting, the lead is moved to the next stage and receives a series of emails nurturing interest in the next step and so on.

Automation Landing Pages

I designed 4 landing pages that corresponded to each stage in the workflow. Each of the landing pages had a professional video with interview of the sales team members describing the next step to the prospect. I hired the videographer and art directed the video production. Whne the forms on the landing pages are filled out, the lead is automatically moved to the next step in the automated workflow.

The landing pages corresponded to the 5 steps in the workflow:

1) What happens at an initial meeting?
2) What happens at an educational meeting?
3) What to expect at enrollment?
4) What are your additional products and services after enrollment?
5) The benefits of preparing for open enrollment early in the year?

Workflow Automation Follow Up

About a year after building out the automated workflow, I followed up with the data around All Day Benefits’ new automated workflow and queried a series of basic questions: What were the email open rates? What were the click through rates and what are people clicking on? How many forms have been filled out on the landing pages? Are the emails getting sent? Are they getting blocked? Are they going to junk folders? Are there certain email hosts that are yielding higher open rates? e.g. Gmail, Yahoo, etc. Ask the sales team how many calls have they received as result of the automation? Did the team use the workflow? Did the client manually add contacts to the workflow? How many? Did the sales team follow up with the people who opened the emails? I was able to review the site data and find answers to each of my queries. I sent a full report to the owners at All Day Benefits.

I found that 190 contacts were sent through first automation. Of those, 32 bounced or unsubscribed. Therefore the first automation was sent to 166 contacts. However, the sales team only entered 330 contacts into the system. I asked the Sales Team if they sent the automation to every contact and if they had not overall successfully adopted the new workflow.

After some digging and questions to the sales team, I concluded that the leads they were feeding into the workflow were unsolicited, cold leads and that was why the engagement numbers were so low. I recommended they launch an SEO/SEM campaign that would generate warm leads and would increase engagement within the automations.

“Josiah made the website process very simple and easy for us. We gave Josiah freedom over the design of the website. The design is absolutely amazing. It is extremely user-friendly! I’m very glad we chose Josiah and we will continue to use him in the future.”

- Jeremy Bovair, Partner, All Day Benefits

Josiah holds a Certification in User Experience Design from Massachusetts Institute of Technology