Case Studies

2-10 Home Buyers Warranty

Experience Design for the Path to Purchase

Background

User experience is key in every industry, and no less so than in the world of home warranties. 2-10 Home Buyers Warranty, a leader in home, structural and systems warranties, needed to generate more qualified leads for their sales team as well as increase customer retention by designing a superior service experience. Great UX starts with a customer-first approach to operations, Spire Digital worked with the marketing team at 2-10 HBW to uncover and improve inefficiencies both in their business operations and in the way they communicate with their customers. User experience design and responsive web development enabled the creation of a new consumer-facing website and single-sign-on customer portal, replete with strategy-aligned messaging and positioning- simple, modern, responsive and scalable.

Goal

2-10 HBW knew their website needed to be a lead generation tool spoke to their main buyer while serving the immediate service needs of existing customers. The problem was in giving users the right kind of tools to quickly and efficiently discover 2-10 HBW’s product offerings, competitive differentiators, and ultimately, convert. If the website moved buyers quickly and accurately through the funnel, while giving existing customers a way to purchase additional products and enter claims, the problem would be solved. Fortunately, Spire was up for the challenge.

Approach

Spire led 2-10 HBW through a customer discovery session and a deep content analysis to identify their true buyer personas—homeowner, builder, real estate broker/agent and service contractor—and used this as a jumping-off point for user-centered design and experience. Spire then defined a list of high-level features and prioritized them according to business value. The consumer-facing site was custom-built using WordPress, with the homeowner portal custom-built in .Net. The site also uses a custom server configuration of a LAMP server inside of a .Net virtual machine. And to round off the project, Spire’s team consulted with 2-10 HBW on brand and content strategy as well.

Solution

In less than three months, 2-10 HBW could show off a cutting-edge example of UX design to their customers and prospects. The website is now simple, modern, completely responsive and able to scale for desktop, tablet and mobile devices. Spire also proposed some useful creative tools on the site, such as the interactive home tour and a shareable tip of the day in the Knowledge Center, to keep customers engaged throughout the path to purchase. The result for 2-10 HBW is threefold: increased online sales, less stress on their call center and much happier customers.