Comprehensive user experience for insurance customers

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As Colorado’s leading workers compensation insurer, Pinnacol Assurance needed a comprehensive experience refresh to align with the company’s continuing commitment to first-class service.

Visit the Site

Elevated Third met this ambition head-on. With an arsenal of Drupal 8 tools, we launched a brand new enterprise content management system, created a one-of-a-kind knowledge hub, and revamped the site’s user experience interface. 

Our goal was to enable the Pinnacol marketing team to have more flexibility and control over website activities, without as much reliance on IT resources.

Judd Mercer, Creative Director

Workers’ Comp Made Easy

Our research revealed a pattern of confusion and intimidation surrounding workers compensation policies. This discouraged users and prevented them from diving deeper into Pinnacol’s services. We sought to break down this barrier right off the bat, introducing an information hub immediately accessible from the home page. Here, users would be educated in a clear-cut, friendly way, without being patronized or berated by industry jargon. 

This commitment to educate not only facilitates a richer user experience, it also positions Pinnacol as much more than an insurance provider, but an industry leader for years to come. 

Pinnacol site on mobile

Updating Drupal with Ease

Such a comprehensive website naturally requires constant updates and revisions to keep up with changing tides in the industry. Luckily, Drupal 8’s new configuration module simplifies this sometimes daunting task. Site settings, page layouts, and even content can be managed from a cleaner Drupal UI than ever before. 

The way our Drupal developers customized Drupal 8 allows new configurations to be stored and deployed consistently through different environments. This prevents new content from being trapped in limbo, and ensures that users do not have to wait to experience the freshest version of the site.

Pinnacol site layouts

An All-Inclusive Experience

Understanding the audience is crucial to providing a seamless user experience. For Pinnacol, we identified employees, employers, agents, providers, job seekers, and community leaders as key stakeholders who would require a dialogue with the Drupal website.

The challenge was developing a navigation experience that consolidated general information so that it was broadly accessible, while also ensuring that each audience was intuitively funneled to more specific content. 

Our approach began by carefully crafting user personas that corresponded to these diverse audiences. After thorough experimentation, we mapped their experiences and designed logins and landing pages dedicated to each audience. From here, we reorganized a wealth of information through a taxonomy structure custom fit for Drupal 8’s revamped content management system. This promotes a seamless user experience that answered to the individual needs of diverse audiences, while steering them clear of clutter. 

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Beyond Insurance    

With a proud history of over 100 years in Colorado, we wanted to ensure that the new site reflected Pinnacol’s commitment to its home state. The Pinnacol Foundation has contributed nearly $4 million in scholarships to Colorado children whose parents have been involved in workplace accidents.

The Pinnacol in Action volunteer program has empowered employees to take action through partnerships with local nonprofits and community outreach efforts. Our aim was to incorporate these stories throughout the user experience, painting a much broader portrait of the Pinnacol brand that would resonate with potential business partners and job seekers alike.

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Award-Winning Drupal 

Drupal is a open-source technology used by hundreds of thousand Drupal developers across the globe. Which is why receiving the prestigious Acquia Engage Award for outstanding user experience and Drupal web development in financial services means so much to an agency like ours. 

Acquia Engage Award for Drupal Financial Services
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