Global Rescue
The Global Rescue is a travel risk management company – providing integrated, in-house medical, security and intelligence services.
THE BRIEF
Improve the Existing Website
The Global Rescue website faced many challenges. The original design of the site structure didn’t allow for internal page growth and the website's visual design looked outdated. Additionally, there were many ways accessibility needed be improved.
A full website redesign was not feasible, instead the team set out to discover the best ways to incrementally improve the website starting with the Safe Travel Partner section.
Safe Travel Partners
As Global Rescue had grown, its partner program had as well. The partner program comprises multiple types of partnerships and a suite of resources which had no home on the webpage. The page lacked information and limited site navigation restricted expansion. If the partner section of the website was more robust it could better serve the needs of the current and prospective partners.
Process
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User Research
A survey was emailed out to all current partners, to learn why they became a partner, what they were looking for in a travel risk management provider and what they valued about their partnership.
Interviews were then set up with recently signed partners to hear what their experience was researching providers and ultimately what was the deciding factor in working with Global Rescue was.
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Insights
A common thread throughout the feedback, was that Global Rescue appealed to them as a “one stop shop” offering travel risk management, evacuation and travel insurance.
Many initially learned about Global Rescue from other tour operators.
A conversation with a sales associate was ultimately sold them on working with Global Rescue.
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Overhaul Time
Based on the results of the research my team and I determined the best approach was to redesign the Partner Program’s presence on the website.
After rethinking the needs of prospective partners and the sales team, we decided to create a central page. This would give an overview of the program, highlighting the travel insurance offerings with increased prominence. Then introduce child pages to explain the three types of partnerships Global Rescue offers, as well as a partner resources page to demonstrate how we support partners.
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Flow, Wire Frame, Mock-up, Iterate
With the new page goals in mind I went to work developing a new user flow through the now five page section.
I connected with our developers ensure they saw no potential issues with introducing a sub-navigation menu.
Designed low and high fidelity mock-ups, went through revisions and ultimately saw the project through to development with our IT team.
THE RESULTS
Measurable Success
Improved accessibility
Introduced sub-navigation to accommodate child pages
Created an asset the sales team could utilize for lead nurturing
Reduced the page’s bounce rate by 20%
To streamline workflow and ensure consistent messaging, each partnership type overview page was designed to mirror the content of the existing program brochures.
