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Unifying and strengthening brand presence through website redesign

With several internal websites, two public-facing sites, and challenges in infrastructure, branding, and marketing, UnitedHealthOne needed a significant overhaul of their online presence. At the same time, their website redesign needed to comply with individual state and national regulations and handle a significant increase in traffic due to the Affordable Care Act (ACA).
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Unifying and strengthening brand presence through website redesign

Challenges

Design a website to meet changing demands of the Affordable Care Act
The ACA often adds new guidelines or creates added opportunities for insurance companies, and health insurance companies need to be flexible to adapt. UHOne’s existing system was structured to require significant lead time in IT before implementing digital responses to market changes, and they needed to improve adaptability.
Strengthen brand identity
UHOne operated two separate public-facing websites: Goldenrule.com delivered product education, and UHOne.com provided online quotes and applications for new members. UHone needed to combine these two domains into a unified URL that was clearly and readily identifiable with the United Healthcare brand.
Connect with a broad audience while meeting strict regulations
Regulations for health insurance companies are strict and can “water down” brand language. Between this reality and stretching their brand across several sites, UHOne struggled to build a voice and create content that would personally connect with a broad audience while adhering to industry regulations.

Solutions 

UHOne partnered with Fusion Alliance to develop a solutions-based approach to website redesign. Using an Agile Scrum methodology, we implemented three concurrent workstreams: technical, digital and design, and content.   

Project goal

Build a technical workstream 

We needed to ensure a stable, scalable website that offered the flexibility and comprehensive functionality UHOne needed to maintain multiple operations and adapt to a changing landscape quickly, and we knew Sitecore would support these goals.  
Our solution
  • Conducted an analysis of infrastructure and system parameters required to establish an enterprise-level Sitecore Content Management System (CMS) environment with appropriate security, capacity, and operation readiness
  • Planned, designed, and rolled out Sitecore environments for development, test, model, and production
  • Created a platform-as-a-service model that supported microsite creation and configuration for future web properties within Sitecore  
Project Goal

Configure a digital and design workstream 

Even though UHOne had multiple microsites, cohesion across the entire website needed to go beyond visual design to include website structure, navigation, and functionality. We also wanted to provide this cohesion in a repeatable form for future needs to build out the website.  
Our solution
  • Created a repeatable design and user-experience strategy that can translate to multiple sites across the Sitecore platform while allowing each site to stand out individually
  • Established critical success factors for website organization, experience architecture, navigation, functionality, and visual design
  • Determined mobile usage needs and parameters for responsive web design  
Project Goal

Establish a content workstream 

Setting a brand identity, connecting with customers, securing search engine results, and building trust and authority requires consistent, high-quality content, but it also needs to align with state regulations.  
Our solution
  • Restructured existing content to utilize Sitecore’s CMS capabilities and deliver personalized, modular content for customers using a variety of devices
  • Laid the foundation for a “localization” approach to creating personalized content to maintain compliance with state regulations
  • Developed content governance protocols that leverage Sitecore’s workflow capabilities and reflect current content marketing, SEO, and device best practices
  • Implemented Google Tag Manager for accurate data related to visitor activity and conversion rates.  

 

Results

Consistency and cohesion
By pulling together URLs and brand identities into a single website with a cohesive, strong brand voice, customers could find information easily and fully connect to UHOne's message. 

1
unified URL merging two public-facing domains
3x
increase in online transaction completion
1
clear brand voice across multiple microsites

Impact

United Healthcare’s Sitecore CMS installation and website redesign gave the company a strong foundation to build its digital, mobile, and web marketing strategies under a single, correlated URL. A unified message and cohesive brand promotes customer trust, while a more organized navigation and layout makes it easier for customers to find the information they need and complete goals, whether that’s getting a quote or applying for coverage. 

 

Flexible architecture for future expansion 

 

The Sitecore platform and flexible architecture can support continued multisite development and expansion. As the health insurance industry grows and evolves and legislation continues to impact this industry, UHOne is in an excellent position to establish a broader footprint. 

 

Strong online presence 

 

By establishing a strong, recognizable brand and online presence, UHOne can bring in new customers while increased functionality makes it possible to complete business transactions more effectively and efficiently, leading to increased revenue.  

While this website redesign project brought several challenges, Fusion Alliance met those challenges and delivered a scalable website that can adapt to new changes in the industry while offering the same quality customer experience.  

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