Optimization, Architecture and Usability
There are unique challenges launching new brands. Among these challenges are competitive markets and constant algorithm changes. I’ve had the good fortune of addressing these challenges directly, naming, branding and launching online brands and software as a service (SaaS) from the ground up.
Property and casualty insurance is highly competitive. Margins are small, so volume is key. In this competitive space is also some room for innovation, which was the differentiator for this product, a unique “quote, bind and issue” platform designed for mobile users.
My small team of local designers and over-seas developers leveraged shared functions, PHP data sets and custom Drupal themes to repurpose and repackage content for a range of specific markets.
We targeted festival vendors for flea markets, rock concerts and craft fairs and other specific-events, catering the look and feel of each offering to meet the needs of the corresponding consumer demographic.
- Data processing was centralized for a network of websites
- Content was highly optimized for specific keywords
- Blog posts were written to drive traffic and promoted widely on social media
- Site images and copy were all crafted to cater to specific audiences
- Data architecture was designed for easy mobile navigation, keyword resonance and optimized usage
The result was a series of high-ranking web sites all revolving around a central data processing platform, an industry first offering for in-field insurance quote, bind and issue services.
The initial development investment was optimized and paid for itself very shortly as we packaged and re-packaged the issuing platform for specific audiences. The quilters and the rockers all equally loved it. The platform, once developed, required little maintenance or follow-up and a low-overhead and highly profitable operation.