INGO Insurance Company

INGO has been on the market for 30 years. Today, its corporate website serves a diverse group of users, including corporate and retail clients from various sectors, not to mention agents and partners. This diversity came with completely different user flows, which the website couldn’t provide. 

Scaling the platform with landing pages without proper structure was a temporary solution. Eventually, the website became too chaotic and difficult to navigate for both the company’s managers and the users. In 2023, INGO decided to revamp the platform and make it more adaptable, thus facilitating lead generation and growth.

When looking for a tech partner, the INGO team came across our solutions for the insurance market — and that’s how Brights came to build the company’s new website.

INGO is a large enterprise with multiple product departments, covering vehicle, property, health, travel, and other insurance types. Each department relies heavily on how its services are presented on the web platform. So, we began our work by communicating with product departments to identify and address their specific pain points.

One of the core issues we identified was the website's confusing navigation and lack of accessible information. Users struggled to find relevant insurance services, while the INGO team faced challenges managing and promoting existing services through the website, not to mention scaling and adding new products.

By the end of our research, we knew exactly what we had to do:

• Provide a comprehensible navigation and search system

• Craft a more modern design

• Make the website more lightweight

• Introduce a new convenient admin panel with a block-based structure

From plan to action, here is what we delivered for INGO.

New UI/UX design
Brights created a modern, easy-to-comprehend UI/UX design, ensuring the interface wasn't overloaded with unnecessary elements. By developing a comprehensive UI kit, we enabled consistency so that newly created pages would align with the overall design concept.

Seamless navigation and search
One of the critical issues we addressed was the inability to easily access the product catalog page for clients from the main page. Poor hierarchy and communication between data blocks, a lack of basic navigation elements, and no nested links turned the experience of using the website into an endless rabbit hole.

To solve this problem, Brights created a clear website structure, organizing all pages under nested categories. As a result, users could easily access information about the services.

New admin panel
As INGO continues to grow and expand its services, the website will inevitably need to accommodate new pages. To support this, we built a new admin panel that enabled the company’s internal team to effortlessly manage the website and add new content without turning to developers.

Integration with a job listings platform
Brights enhanced the career section by integrating it with Robota.ua, a job listing platform, to automatically display job vacancies posted by the company on INGO’s website. Additionally, we integrated a chatbot, a mailing system, and embedded frames with AIWA calculators, further boosting functionality.

Website accessibility
To ensure accessibility for people with visual impairments, we developed INGO's website according to the 2023 regulations from the National Bank of Ukraine. Our team implemented a structured text markup system for headings, plain text, and buttons to aid screen readers. Also, the site supports screen magnifiers and text scaling through standard browser commands. All images include alternative text for better description, and navigation has been designed with large fonts and buttons for easy interaction.

Additional custom solutions
The INGO team also had a few non-functional requirements, so we also enhanced the website with the following solutions:

• Continuous status monitoring for all integrated services;

• DeepL plug-in for automatic content translation within the admin panel.

The modernization of INGO’s corporate website allowed us to significantly improve user experience and operational efficiency. The company now offers a clear navigation and search system, making it easier to find relevant insurance services. The new UI/UX design has enhanced the site's aesthetic and functionality, while accessibility improvements ensured compliance with national regulations and broadened the website’s inclusivity.

Our partnership with INGO continues after the launch. Now, the Brights team is responsible for supporting the website, refining its functionality beyond the initial scope, and ensuring proper SEO optimization so that the company can reach as many prospective clients and partners as possible.