Automotive Association of the NT (AANT) is a highly valued organisation within the Territory, and they have been servicing the local community since 1969. Traditionally known for their high quality roadside assistance services, they requested guidance in building awareness of their new offerings, specifically multiple insurance products.
It was important for AANT to provide value to their current members, so the key focus of their website was to provide easy access to member benefits and insights into local issues such as fuel prices. However, this offering needed to be balanced with their insurance products, with the goal to attract a new customer base.
In developing the new AANT website, Captovate needed to consider how to create a website that could provide equal exposure to their different offerings, specifically Membership and Insurance. Our user experience designer took the approach of creating a split screen layout, using their strong brand colours of red and black to segment the home screen. The key features being the clear calls to action, enabling the user to quickly access an insurance quote, or understand the benefits of membership. Our information architects also took an unorthodox approach to navigation, which challenged the client’s comfort zone, in not collectively categorising all products under the one generic heading called Insurance. The client trusted our rationale that users don’t look to purchase home insurance at the same time as travel insurance. Instead the global navigation features high level product categories, such as Travel, Home & Contents, and Motoring. This meant, for example, that users looking to travel could access all of their travel offerings such as Insurance, travel products like luggage and international drivers licences, in one place. This approach is more centric to the way a user would engage with the site, rather than presenting the information in the way the business sees itself.
Captovate is AANT’s digital partner, working with their internal team to develop a strategic approach to brand awareness and lead generation. This includes a paid social advertising, display and search ad strategy. Captovate prides itself on understanding AANT’s monthly goals, and responds with a clearly articulated content strategy.