Delta Dental Insurance website refresh

My first project with Delta Dental was a complete refresh of the enterprise website. The old site was outdated and inaccessible. We spent many months working behind the scenes with business stakeholders, SMEs, UX researchers, and developers to build a new website that was fresh, mobile-friendly, and ADA-compliant. Due to the nature of being an insurance provider, Delta Dental's target audience is not singular -- the project required me to understand what was needed by each different audience and provide content that fit those needs, while maintaining a cohesive look and feel across the board. 

I came onto the project in Sept. 2019 and we launched the MVP in July 2020. In the time since the launch, we've continued to migrate more content into the new site design, as well as build new pages and iterate on what we've built as the need arises. The new design features bright, bold imagery and concise, friendly language with punchy CTAs.  

Landing page

The original website landing page:

The updated landing page design:

Small business landing page

Old small business landing page: Lots of text and nested links burying the content. 

New small business landing page: Content is easy-to-scan with straightforward CTAs and lots of color to appeal to the eye.