Phoenix Rising

In 2012, PHLY unveiled a new Content Management System (CMS) for its marketing team and an updated visual design. By the start of 2017, this magic gave way to the popularity of mobile devices and complaints from the marketing team that the CMS experience was slow and complex to use.

I was part of an ambitious project to redesign the PHLY customer experience.

I have omitted confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of PHLY.

PHLY Home page circa 2012
The PHLY Home page in 2012 after the content management system was implemented.


The PHLY web site — designed in 2012, struggled to scale alongside the changes taking place in the insurance landscape. People were using mobile devices of different sizes and operating systems. PHLY needed their employees to be able to respond quickly to their clients informational needs, without having to go through the IT department.

The Challenge

Business Clients Hate Using the CMS

Most of our business clients don’t want to use the CMS because they are afraid of making a mistake. Another possibility is that they aren’t using it on a daily basis, and therefore forget how to do what they want easily.

Our high level goals were to:

  1. Incorporate the vendor’s drag and drop module for the CMS to make it easier for business clients
  2. Organize workflows for intuitive navigation
  3. Create a better user experience for Agents behind the login
  4. Logical grouping of similar sections and content reorganization
  5. Modernize the visual design

My Role

I led the UX design of the portal behind the login, and was one of the front-end developers.

In addition, I worked alongside a Project Manager, 3 Business Analysts, 4 IT Managers, a Graphic Designer, a Enterprise Architect, and a group of Developers.

This project is still going on and I will be updating this study as soon as I can