Key elements of USAA’s recent redesign

USAA recently revamped its site to focus on key tasks, including account management and life event education.

Regular readers of this blog and our SocialEyes newsletter will know that USAA is an innovator in social media. So what important changes has it made to its home page?

• Account access now available from the header of every page
• Ratings and reviews removed from the home page to product pages
• ‘Life Events’ becomes a main menu item, and a site category
• Mega drop-down menus now in use
• The ‘Contact Us’ drop-down on site-wide header, more prominent
• Easier and more prominent sharing features
• Stronger community linking

We’ll parse and analyze this significant development and look at other parts of the site in our customer-only publications, but this new home page reinforces the trend towards companies becoming laser-focused on key tasks. The home page may be becoming less important as entry points are less predictable but they have to be as good as you can make them. This is certainly an example to consider carefully as a pointer to where insurance and financial services sites are headed.