Approach

With three main goals, I had three different approaches for this project:

Establish who this site would serve, based on interviews, surveys and personas. Stakeholders all had differing ideas of our target user. I went to the source - the branch managers interacting with agents on a daily basis - to learn who they most wanted knocking on their door.

Create a plan for content and messaging, based on user journey mapping. I distilled the raw data of input from over 80 individual branch managers, and the exercises we completed together.  

Identify new tools, technique and technology, based on market research and prototyping. The existing site was essentially a blank slate. I needed to identify a sustainable model to rebuild that would support current and future recruiting goals.