Centralis helps Aon define a global website portfolio strategy
Aon Corporation is a leading global provider of risk management services, insurance and reinsurance brokerage, and human capital consulting. Aon serves its diverse client base via more than 500 offices located in over 120 countries.
Aon’s risk management and human capital consulting services are highly localized to address specific market needs in each geographic region. Given this diversity, Aon sought to understand the role its global website should play in marketing Aon products and services.
Aon retained Centralis to conduct an international study of its global website, Aon.com, and its relationship to local Aon country sites. Our goal was to define a website portfolio strategy based on user behavior for researching risk management and human capital service providers, while meeting Aon’s corporate communication objectives.
To understand how business professionals evaluate and select risk management and HR service providers, we combined in-context interviews with onsite usability testing of Aon’s corporate website. We investigated the vendor selection process in the United Kingdom, the Netherlands, Canada and the United States, and assessed the extent to which Aon’s global and local websites supported users in learning about the organization’s capabilities.
Our analysis produced a model of the vendor selection process grounded in user information needs, and revealed opportunities to clarify the distinction between the corporate site and its local affiliates. Our recommendations also included specific design improvements to enable executives to more easily evaluate Aon and determine the specific products and services available in their locations.
Aon continues to evolve its online strategy based on the insights from our work, which we presented to Aon’s Global Managing Committee. Aon’s corporate site has been vastly improved, with streamlined navigation and clearer, more comprehensive product information.