Gleaner wanted to grow by reaching a younger audience. Their traditional customer base was older generations, but Gleaner understood that younger members would also benefit from their products. The design and limited capabilities of their website were holding the organization back. It was time for a complete redesign complete with an expansion of their customer personas.
From the inside, Gleaner had multiple user types and required a variety of capabilities including account and group management, location services, a user forum and multi-tier event management. There was also a legacy mainframe system that had to be integrated with the website where security was of utmost concern.
We started by creating in-depth persona definitions, end-goals and a complete information architecture overhaul. We focused on the member’s needs to create funnels based on coverage lifecycles or needs (spouse, family, empty nesters, retirement, fixed, term life, etc.,) with benefits around related products.
The lion’s share of the project involved the integration with the mainframe and Umbraco’s back office. By leveraging Umbraco’s API capabilities, we tied into the original 40-year old platform to sync user records with Umbraco’s back office. Now admins and agents can view data, troubleshoot account issues and answer member questions over the phone with the click of a button.
With a combination of Umbraco Forms and custom packages Gleaner now has the website they need to continue to grow. Internally they have a website that is easy to manage, the security they needed and multi-level access and workflows for each user type. Their prospects can find an agent in their area with an integration using GoogleLive, and start a new Arbor. Members can login and see existing certificates, view dividend information, update accounts and connect with an agent. The new site provides a modern, expandable, web-based, and mobile-friendly platform entirely supported by an Umbraco framework.
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