Digital Strategy & Design / Commercial Production
Canadian Association of Independent Life Insurance Brokerages
7C was approached by The Canadian Association of Independent Life Brokerage Agencies (CAILBA) to take their previous website, which they had felt was misrepresenting their operation and seemed too much in the vain of a template site, and create something truly original and equally functional, serving as the face and storefront and backend of their entire business. This required that we construct several completely unique subsystems in order to meet the needs of such a specific operation and clientele.
The results included a truly epic website in scale that operates more in the vain of five websites under one banner, with features never seen before, such as a 7C original algorithmic-based responsive system that has since become a staple in our digital arsenal. As per usual with almost all 7C sites, custom photography and graphical content was created for the purpose of this project.
CAILBA’s primary business relies on membership fees paid by several different types of vendors; these memberships include access to the industry renowned Compliance Toolbox, updates on industry news & CAILBA lobbying initiatives, access to several regulatory bodies, and ticket purchasing abilities to their annual conference. Keeping this in mind, our team realized that we would essentially be constructing a news website, an e-commerce platform, a social platform and a general information site; to top it off, the site also had to be bi-lingual.
With this in mind, our team set out to create to design pitches, one a more traditional format and another that would push boundaries of what was possible inside a web browser. To our excitement, CAILBA selected the latter, which strayed very little from the final design live at their domain now.
ALGRORITHMICAL RESPONSIVE DESIGN:
The most prominent design aspect of this site serves as both the overarching theme and the technical powerhouse of the entire project. Classic responsive design techniques, the act of adjusting a website’s content based on the window size, is done via predefined break-points, where the developer will then insure that the content is in its correct place at those breakpoints. Creative lead Jesse Brito envisioned a new method of achieving responsive pages without human intervention that would result in beautiful looking pages regardless of their size. The result was a tiled pattern prevalent on the homepage and several other pages that automatically find their most preferred space on the page given the overall size of that page. This causes blocks to animate and slide around the page when transitioning screen sizes in a highly engaging manner that leaves each user with a different experience and page arrangement without ever compromising the readability or flow of the content.
Potentially the greatest challenge of this website involved effectively creating two sites to serve two separate languages as well as present only the relevant member-based information given that language. A colossal site in its own right, doubling and localizing the project was an undertaking that involved several translators as well as some of our French-speaking team members to work closely alongside the client and our development team. Optimization of the site due to its size was also an essential process.
E-COMMERCE POS, SOCIAL PLATFORM, NEWS PLATFORM AND BEYOND
As CAILBA sought to streamline their entire operation through their website, special care had to be taken to ensure that potential members would be able to effectively sign-up for a membership using valid information, complete a large transaction over the web without human intervention, be able to access their account as well as interact with other members, receive and view news as it was published, use a separate payment processor to purchase tickets to the CAILBA National Conference and to do all of the above in the language of their choice.
The above was accomplished via cross-referencing information from national databases, double and sometimes triple security verification, payment processing techniques allowing seemingly infinite combinations of payment methods, and a completely custom member interface developed in conjunction with aMember.
FURTHER MARKETING INITIATIVES
7C’s relationship with CAILBA is on-going, and includes several graphic design initiatives surrounding their 2017 National Conference, as well as introducing their operation to automated email marketing.
CAILBA’s entire operation has been streamlined into a nearly autonomous web application housed inside a seemingly information-only based website. This has resulted in unprecedented efficiency for CAILBA’s selling procedure, allowing their staff to continue to focus on creating positive change in the industry.
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