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XL Group Touts "Dramatic" Website Redesign

Created with help from Brooklyn, N.Y. digital marketer Huge, the site provides a streamlined experience aimed at easing navigation for users who may not be familiar with XL and its products.

XL Group (Dublin) has launched a redesigned website intended to give user a simplified experience through "streamlined and intuitive" design, according to a company statement. The redesign, undertaken with help from Brooklyn, N.Y.-based digital marketing firm Huge, is the second phase of an overall update to XL's public website, which was first refreshed in October 2011, when the company unveiled a new brand and logo.

In building the new site, XL compiled volumes of research from interviews with brokers to discussions with clients and analysis of peer offerings, according to a company statement. Rather than mirror the company's internal structure, the intuitive layout of the new site seeks to simplify navigation for users who may not be as familiar with XL and its products. Visitors can easily find the information they need, including product offerings, claims, underwriting contacts, office locations, senior leaders, financial performance and ratings, according to XL. Other new features include detailed product descriptions, profiles of selected experts from various product lines and an improved search function, the company statement reports.

"Core to our strategy is a superior understanding and utilization of technology," asserts Mike McGavick, CEO, XL. "This includes creating best-in-class user experiences for our clients, brokers, and anyone seeking information about XL and the risk solutions we offer. This new site is a dramatic step forward from our previous online presence. We think it will help deepen our already strong ties with our partners and will offer the general public additional opportunities to discover more about XL and how we help make the world go."

Anthony O'Donnell has covered technology in the insurance industry since 2000, when he joined the editorial staff of Insurance & Technology. As an editor and reporter for I&T and the InformationWeek Financial Services of TechWeb he has written on all areas of information ... View Full Bio

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