The Doctors Company

The Doctors Company is a malpractice insurance provider that prides itself on being a resource for the medical profession. The Atypical CRO team identified gaps in the functionality and use of The Doctors Company’s homepage. New users were unsure of the company’s offering, paths into content were unclear, conversion for price quotes was hard to find, and the page was not mobile friendly.

I worked with the client to understand the specific needs for the homepage and the brand values they wanted to project. Brand guidelines specify that no photography can be used and has a strict color palette and graphics usage. The design solution focuses on an updated header that clearly states the company’s offering and differentials, followed by a prominent section for price quotes. The company’s vast library of articles is made more prominent with featured articles to entice users to read further.  Redesign led to a measurable jump in visibility and a 72% increase in online quote requests from mobile users.

The success of the homepage led to additional design work with The Doctors Company, including a redesign of their auto-generated emails sent to policy holders. The focus for that project was to align the look and feel of emails to the new homepage and web guidelines. Legibility, hierarchy of content, and responsiveness for different device sizes were important considerations for the new email templates.

MY ROLE:  DESIGN DIRECTION, VISUAL DESIGN, UX/WIREFRAMING