Website for Zaměstnanecká pojišťovna Škoda (Skoda Employee Health Insurance Company)
For the Škoda Employee Health Insurance Company (ZPS), we have created a website that serves insured persons, partners and healthcare professionals.
- Project and UX: Michaela Kurtaničová
- Graphic design: Ivan Kebeleš
- Development: Jan Polzer
- Frontend: Lukáš Polzer
- Content: Tereza Ticháčková
ZPS
Skoda Employee Health Insurance Company (ZPS) is a public health insurance company with nationwide coverage. It is a stable, trustworthy and popular company that is regularly ranked in the Health Insurance Company of the Year list.
Client brief and our role
The client approached us with a request for a complete website redesign. In the 6 months since the start of our cooperation, we successfully went through the entire process of creating the website from the initial analysis through architecture design, UX and graphics preparation to development and testing.
The result is an information-packed and technically optimized website with a clear structure that serves all target groups well.
Input and goals
The original website served the ZPS for more than 6 years. Its main weaknesses included a complex structure, confusing and complicated navigation and a generally outdated technical design.
When designing the new website, we therefore placed emphasis on the speed of the site, clarity of information, ease of administration, mobile friendliness and compliance with accessibility rules.
The main aim of the new website was to provide information to the insured, health care providers and payors. A secondary objective was to raise awareness of the offered benefits and to facilitate the transition of new insured persons to the ZPS.
Analysis
The analytical stage included keyword analysis, traffic analysis, SEO analysis, qualitative interviews with employees and a content audit of the site. We used Google Analytics as the main source of data. We examined landing pages, users, devices used, the customer journey and all the content of the site in detail.
The main challenge we identified was a vast network of 3,000 pages that were embedded in each other and therefore very difficult to navigate between. We found that only 10% of all subpages were relevant in terms of traffic and that the most relevant information was only on about 100 pages of the site.
The web search survey was also useful in pointing out important topics and their relevance in relation to individual target groups.
New architecture and UX
In order to create a new site prototype, we first analysed all the textual content of the old site. This was then grouped into thematic categories and the information was further sorted and prioritized. This resulted in a new content plan and a completely new information structure.
From the original 3,000 pages, we managed to reduce the content to the final 400 pages, which contain over 136 standard pages of text as well as additional information available for download in 139 PDF files. The structure, navigation and clarity of the website have been simplified without the loss of important information.
Design as information support
Since we emphasized on maximum clarity of the website, we decided for visual simplicity and graphic minimalism. The visual style is related to the brand of the insurance company and its aim is to highlight (and not to overshadow) the informational nature of the website.
An important element in the navigation across the site is the mega menu supplemented by breadcrumb navigation. We incorporated partial content hubs on the more comprehensive pages and worked with anchor links within the pages. The ubiquitous graphic icons also help to improve navigation.
Full-text search with autocomplete provides quick access to information.
Management and technical solution
The entire website runs on the Drupal content management system. This system meets the high demands for security, maintenance and management of a large institution such as the ZPS. It is also flexible enough so that we could prepare administration and functions according to the client’s wishes.
The insurance company’s website is managed on a daily basis by many employees who need to edit content quickly and easily. For this reason, we designed a modular solution and a tailor-made UI in the administration. The site includes, for example, a block library that allows users to easily create new pages or modify existing ones without having to alter the code.
The project also involves a simple web application for finding contractual partners according to various filters, using a regularly maintained external database.
Results and evaluation
ZPS has acquired a modern, very clear and easy-to-use website. User testing also shows that visitors find the site user-friendly and perceive it as visually pleasing.
Data suggests that abandonment rates have dropped significantly with the new site and users are spending a reasonable amount of time there. The content of the website is highly relevant – despite a large reduction in the number of original pages, it was possible to maintain the position of the insurance company in search results. The website is very fast and meets the requirements for accessibility and other technical specifications.
Employees praise the ease of use, which makes their work easier and content publishing faster. Partners appreciate the clarity and easy accessibility of all necessary information.
Demonstration
WE REDESIGNED OUR MAIN WEBSITE IN COOPERATION WITH LESENSKY.CZ. EVERYTHING WENT AS PLANNED. ALL OUR REQUESTS WERE INCORPORATED WITHOUT DELAY. WE WERE PLEASANTLY SURPRISED BY THE PROACTIVE APPROACH OF THEIR TEAM AND WE ARE CONFIDENT THAT WE WILL CONTINUE TO BE SATISFIED IN THE FUTURE.
Martin Vaněk, Marketing Specialist
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