Max New York Life Insurance unveils new website designed by Indigo Consulting

With the need to target all customer segments, the new site marks a shift towards a category-led website from its earlier product-centric version. The website now sports a strategically designed interface with the focus of design centered on ease of navigation, content comprehensibility and user experience. It also features interesting and useful tools that aim to inform, engage and assist users in decision making.

Each category on the new website contains rich information that goes beyond its respective plans and product offerings. Users are encouraged to keep exploring the category further with cross linking of products and engagement infused information. The needs of key customer segments are addressed via distinct entry points for new and existing customers, agents and employees. The site also boasts of a wide range of tools and calculators in keeping with user lifestyles and needs. Tools such as the Stress and Mortality Risk Calculator not only help users assess their Stress/Mortality Risk levels but also suggest solutions as part of the results. Other useful tools include The BMI and Calorie Calculators and the Plan Finder that assists users in finding the most suitable plan based on their requirements.

Vikas Tandon, MD, Indigo Consulting adds "In keeping up with the crucial role of the internet as the de facto platform for research in financial services decisions, it is imperative that websites reflect the needs of the users rather than products of the marketer. The demystification of insurance through user education and information, bundled with engaging tools and calculators makes the new Max New York Life Insurance website a breakthrough among the rest."

Reshmy Kurian, Head, UX Labs says "Usability Testing lead to critical learnings on strategies that were adapted because of their success offline. Interestingly, while these strategies worked fine in the brick and mortar world, when it came to the web, they did not match users search and purchase insurance. This helped us shape the site to fulfill the initial vision and also validate that the design works before release."