Case Study

Powering a Faster, Multilingual Insurance Experience with Modern UX & Technology

Industry

Insurance

Location

United States (Houston-based global operations)

Our Contributions

UX/UI Transformation, Website Modernization, Information Architecture Redesign, Personalization Enablement, SEO Optimization

Technologies

Sitecore Experience Accelerator (SXA), Analytics-Driven Personalization, SEO & Performance Optimization Tools

A leading specialty insurance group headquartered in Houston sought to enhance its digital presence to better reflect its global scale, product depth, and technical expertise. Coforge led a comprehensive transformation of the client’s digital platform, combining modern UX design, rebranding, and technology modernization. By migrating to Sitecore Experience Accelerator (SXA), redesigning navigation and user journeys, and enabling multilingual, responsive experiences, the organization significantly improved usability, engagement, and lead generation. The result was a faster, more intuitive, and globally aligned digital experience that strengthened brand perception and business outcomes.

Transformation Timeline

Experience Gaps Identified

Users faced challenges navigating fragmented and role-agnostic digital journeys.

UX & Strategy Redefined

User flows, information architecture, and personalization strategies were redesigned.

Platform Modernization Initiated

Migration from legacy Sitecore to Sitecore Experience Accelerator (SXA).

Responsive Experience Delivered

Modern, multilingual, and responsive UI deployed across devices.

SEO & Engagement Optimized

Enhanced discoverability and lead generation through SEO improvements.

Drag

The Challenge

The organization faced significant challenges in delivering an intuitive and engaging digital experience to its diverse audience, including brokers, clients, and agents. The existing website was structured around internal organizational hierarchies rather than user needs, making navigation complex and inefficient.

Users struggled to locate relevant products and services due to fragmented pathways and lack of personalization. Additionally, the platform failed to effectively communicate the company’s global scale, product portfolio, and technical expertise, key factors in building trust and credibility in the insurance domain.

Without modernization, the organization risked reduced user engagement, missed business opportunities, and an inability to position itself effectively in a competitive global market.

Our Approach

User-Centric Experience Redesign

Coforge reimagined the end-to-end user experience by redesigning information architecture, navigation, and user flows to align with external user needs rather than internal structures.

Comprehensive Rebranding & UX/UI Overhaul

Delivered a full-scale UX/UI transformation aligned with brand guidelines, creating a cohesive, modern, and visually engaging digital presence.

Technology Modernization with SXA

Migrated the platform to Sitecore Experience Accelerator (SXA), enabling modular design, faster content deployment, and improved scalability.

Personalization & Performance Optimization

Introduced personalization features, responsive design, and SEO optimization to improve engagement, increase inbound traffic, and enhance overall performance.

Partner / Technology Ecosystem

Powered by Sitecore Experience Accelerator (SXA) with responsive design, personalization capabilities, and SEO optimization.

Impact to Date

50%

Faster website loading (optimized performance)

43%

Increase in lead generation

Improved

multilingual and user-centric experience