Image Credit : Renu Gudlawar
Project Overview
Avant is a member-owned organization that supports doctors with a range of products and services in the areas of insurance, lending, health, legal, and practice management. Over time, Avant’s website had become siloed and disjointed, with various business units under the Avant umbrella having implemented their own digital technology solutions. The main business was also on an end-of-life legacy platform that required specialist skills to add new functionality.
To overcome these problems, Avant sought Luminary’s help to re-platform and redesign the site.
\The project culminated in a website that not only better showcases Avant's full suite of offerings but also provides a more intuitive, accessible, and engaging platform for its members. The site has delivered significant performance improvements, particularly in terms of speed and SEO performance. Following the launch, Lighthouse site health scores increased from 47 percent to 85 percent. From a user experience perspective, new segment-led journeys, a clearer information hierarchy, and seamless integration of content offer a consistent experience, setting the stage for Avant to further solidify its leadership in providing solutions for medical professionals.
Project Commissioner
Project Creator
Team
Grace Purton-Long, Kelvin Lin, Renu Gudlawar, Thom Bransom, Andrew Korecki, Amanda Pooley-Brand, Matt Dalla Rosa, Sarah Dam, Benoit Morana, Victoria Whatmore, Shayna Burns, Filya Mustikawati, Jase Watson, Dr Marnie Crook, Tony Duan, Mark MacSmith
Project Brief
Key objectives of the project were to unify Avant's broad spectrum of service offerings into a cohesive digital branded experience, streamline content publishing for marketing teams, and optimize the user journey for multiple customer segments to drive engagement, lead generation, and promote complementary services.
Project Need
Avant’s website was on a legacy platform that was no longer being supported and had become difficult to update. This was creating a significant risk of out-of-date information, frustrating customer journeys, and impacting customers’ ability to self-service. With the amalgamation of several newly acquired businesses, Avant also faced the challenge of trying to operate from a variety of CMS platforms and websites which further added to customer confusion.
The selection of headless CMS Kontent.ai as the new platform was pivotal in delivering the security, stability, and scalability that Avant sought while enabling it to implement digital marketing best practices, such as search optimization.
User Experience
The engagement began with a comprehensive discovery process to unearth all of the existing challenges and inefficiencies and to ascertain the needs of the site’s users. This phase of the project encompassed stakeholder interviews, competitor reviews, a content audit, and a deep dive into existing research around audience segmentation.
Some of the key findings from this phase were that there was low awareness of Avant’s offerings outside of medical indemnity insurance – indicating an opportunity to better showcase the broader service offering; that there was a large resource library that needed clearer organization and discoverability; and that there was a need to structure the site around audience needs rather than products.
The new website caters to users at different stages of their medical careers, from students through to practice managers and retirees. By focusing on segmented user journeys, the project not only enhances the usability and functionality of Avant's online platform but also elevates the organization's profile as a holistic provider of solutions tailored to every stage of the healthcare professional's lifecycle.
Project Marketing
Following the launch, Lighthouse site health scores increased from 47 percent to 85 percent. From a user experience perspective, new segment-led journeys, a clearer information hierarchy, and seamless integration of content offer a consistent experience that has been well received by members and Avant stakeholders alike.
Project Privacy
Avant collects personal information by the Privacy Act and the Australian Privacy Principles. More information can be found at https://avant.org.au/privacy-policy.
Digital - Health
From ground-breaking apps accelerating medical research to apps helping consumers make healthier choices, we're looking for apps that are making health information and medical services more accessible to all.
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