Website Experience

My team and I were asked to create a new digital experience targeting existing customers who are eligible for a life insurance rider upgrade. The campaign begins with a targeted email communication asking customers to take a look at their current coverage to be sure its enough. This campaign also included a display banner that was featured on the Customer Service Website.  Digital targeting allowed the banner to appear only for those eligible for the offer.  Both the email and display banner drove to the customer service website where users could apply for this additional coverage.  

From a design perspective, it was important for us to be sure that the rider offer had a slight differentiation in brand from the rest of the customer service website so it would stand out to eligible customers.  We also wanted to be careful that the offer would not turn off those who may not be ready to upgrade their coverage.