Case Study: Website Build

Anthem Marketing Portal

Branding, Design, & Front-End Development

Case Study - Website Build

The Problem:

AmWest needed a constant stream of marketing collateral available quicker for their sales teams using the existing resources of the marketing department.

How might we identify and remove the bottlenecks in the overall process to improve turn times for releasing collateral within the current department structure?

The Solution:

Establish a streamlined approval process by removing unneccesary touchpoints of the marketing department and allowing departments to have ownership of the areas they needed to approve.

Create a website that allowed the marketing department to upload collateral that users can generate on-the-fly.

The Team

  • Creative Director

  • Senior VP of Marketing

  • National Marketing Manager

My Role

  • Website Brand Development

  • Front-end HTML & CSS

  • Product Management

  • User Acceptance Testing

  • Flyer Creation

  • Responsive HTML Email Development

Tools Used

  • Historical Analysis

  • Stakeholder Interviews

  • Adobe Photoshop

  • Adobe Illustrator

  • Adobe Dreamweaver

  • Whiteboard

  • Google Sheets

Discovery:

The first step was to identify the users, understand their pain points, and gain insights into what they felt would help them achieve their goals. This was done by interviewing our sales staff.

Next we had to understand the budget and timeframe we were working with. We used stakeholder interviews to establish success metrics for the ideal MVP.

To improve turn times for releasing collateral we decided on three main goals for the MVP:

  1. Send personalized company branded emails using a professionally designed template

  2. Create personalized flyers on-the-fly with the confidence that the content and licensing is the most recently approved version

  3. Upload and manage a database of contacts

Process:

Using the research from the discovery phase, we began mapping out the user journey. Starting from registration through usage of each tool: Send Email, Create Flyers, and Manage Contacts.

Whiteboard Brainstorm

Anthem Registration Whiteboard

Each feature for the MVP was rigorously debated to ensure our resources were allocated for solving our original problems.

For example, a feature was proposed to allow our sales staff to quickly upload contact information for people they'd meet at conferences. Taking a picture of the person's business card would automatically extract the information and be uploaded to the sales person's contact list.

While this would help sales staff get contacts into the system, it wouldn't make obtaining collateral quicker and it didn't reduce any inefficiencies in our processes.

Instead we focused on dynamically inserting our user's contact information onto PDF flyers which would allow them to quickly print and hand them to contacts they met at a conference.

Features List

Anthem Features List

With the features identified, the focus shifted to the visual identity of the website. A few design options were provided and put to stakeholder vote. Once a design was selected and approved, I created 4 main screens in photoshop that would be the overall guide to visual style of the website.

Photoshop Mockups

Anthem Screens - Photoshop Mockups

Once the overall look and feel was approved, I started the front-end development work to hand off to the developer.

Homepage Design

Anthem Home Page

We started User Acceptance Testing (UAT) a month before launch to a small group so that we could address any serious bugs before our launch date.

We used google sheets to track all the issues the team found during testing.

Each week we would release an update to the site and reprioritize issues based on user feedback.

User Acceptance Testing Spreadsheet

Anthem User Acceptance Testing Spreadsheet

Outcome:

Before the release of Anthem, we had 10 fillable PDF flyers, no email broadcast capabilities, and a clunky process to get collateral approved for release.

As of this writing, we have 145 email templates, 93 PDF flyers and 22930 contacts and counting.

We also implemented a section of the website that allows the complaince department to maintain the licensing and disclaimers apart from the artwork. The updated disclaimers would be dynamically inserted into the flyers and/or emails upon generating them. This removed a major bottleneck and allowed us to significantly reduce the turn times for collateral approval.

We initially did a soft-launch to gather feedback from a larger set of users. Each issue was put into the development backlog and we continue iterating on the site every few weeks.

Like every website, Anthem is an iterative piece of work and will likely never be completely finished.

Send Email Screen

Anthem Send Email Screen

Create Flyer Screen

Anthem Create Flyer Screen

© 2025 The Brand Insight | All Rights Reserved | Privacy Policy | Terms & Conditions