Chris Gervais | Full Stack Product Designer

Sonnet Insurance

Directed the UX strategy of the B2B group insurance landing page to increase lead capture for Canada’s first fully online home and auto insurance company, Sonnet Insurance.

Sonnet Group Insurance

My Role

UX Designer

The Team

Project Manager, UX copywriter, Strategist, SEO Expert, Client Stakeholders (VP Group Insurance, Digital Experience team).


Adobe Illustrator, Adobe Photoshop, Figma


2 months


Design Research, Information Architecture, UX/UI Design, Visual Design, SEO, Content Development, Lead Conversion.


Background Research, Stakeholder Interviews, Competitor Research, Client Test


Content, Look, IA and Flow


Messaging, Brand Enhancement


Hi-Fi Prototype

Hand off

All assets to DX team


Let the conversion begin.

Sonnet required strategic direction and content development support for a new landing page focused on B2B Group Insurance. Beyond showcasing the value of Sonnet’s offerings, the page needed to support sales efforts by driving lead conversion via a contact form. The landing page needed to be informative and engaging, allowing audiences to explore Sonnet’s B2B offerings and ultimately convert to a meeting with the sales team.


How might we best generate lead conversion for Sonnet’s B2B group insurance offerings?

  • Communicate Sonnet’s B2B value proposition
  • Demonstrate Sonnet’s commitment to employee financial well-being
  • Generate lead conversions through contact forms or other channels
  • Provide a highly engaging and seamless user experience




  • Attract new customers 
  • Expand reach and build awareness
  • Acquire employer leads
  • Convert new partners
  • Manage 80+ conversations
  • Increase better-qualified leads

Pain Points

  • New to this market
  • Differentiate B2B from B2C offerings
  • Traffic and conversion



  • Employee Perks + Total Rewards
  • Value for money
  • Fairness and transparency
  • Rewarding Talent
  • Measure impact to the organization

Pain Points

  • Has existing programs in place
  • Isn’t the final decision maker
  • Reluctant to commit
  • Compete for high-value talent

Shared Goals

  • Frictionless Implementation
  • Financial well-being
  • Value
  • Transparency
  • Orientation
  • Reassurance on needs
  • Total Rewards



A thorough discovery process provided the opportunity to identify key competitors, inform SEO ranking criteria, clarify objectives, enable UX development, and inform information architecture. The technical discovery provided insight for the development constraints as outlined by the Sonnet Digital Experience team.



  • Large scale organizations
    • 500 employees
    • 1,500 employees
    • 40,000-50,000 employees
  • Unions
  • High skill, low turn over
  • Professional Associations


  • HR Professionals (Total Rewards, Benefits)
    • CHROs
    • Directors
    • Senior Managers / Managers
    • Coordinators
  • Procurement / Vendor Management

Geo Regions

  • Ontario
  • Alberta
  • Quebec
  • British Columbia
  • Atlantic Canada



  • Technology
  • Finance
  • Professional Services
  • Consulting


  • Hospital/Health Care
  • Education 
  • Government


The good, the bad, and the outdated.


Defining our user personas.

The site visitors

But who are they really?

Business Size:
500 employees

Total Rewards Manager:
It’s my first time setting up a group insurance plan for employees. Our organization’s high-skill employees turn over within 1-2 years due to an abundance of job opportunities. We want to drive retention through a superior total rewards package.

Business Size:
1,500+ employees

Benefits Administrator:
I’ve recently taken on the role of the benefits plan administrator. As part of our standard process, I’m researching alternate providers to see if there’s a better plan for our University staff that we’re not currently aware of.

Business Size:
40,000+ employees

Total Rewards Director:
I oversee the Total Rewards portfolio for our organization. We are generally happy with our current provider but are always open to meeting with vendors to discuss new solutions that will help drive down costs.

The Total Rewards Executive: 
The ultimate decision-maker for large organizations.


HR professionals have terms for everything. In the case of offering their employees a group insurance plan, they may offer it as part of their overall ‘Total Rewards’ program. To this end we research three potential priority Keyword domains:

  • Group Home and Auto insurance
  • Total Rewards
  • Wellness & Well-being

It would be a struggle to hyper-optimize one landing page for all the main keyword groups. Thankfully, the findings of search terms being used were fairly cut and dry. To ensure Sonnet would begin to capture leads from a larger audience over time, the SEO strategy involved creating blog categories specific to HR employee-related terms and values.


Overarching B2B customer considerations.


  • Page visitors are at work and on desktop primarily.

  • Users may be visiting from legacy systems using outdated web browsers such as Internet Explorer.

  • Sonnet’s site framework does not support Internet Explorer and must address this for visitors in some way.

  • No need to integrate best/next practices (chatbots, visual job descriptions, live hiring manager).


  • HR users speak in terms of ‘Total rewards’ etc. so web copy should utilize the same language.

  • Recommend having a separate page/posts that really speaks to employee wellness/rewards programs as currently have no optimization on the existing page.


  • High priority keywords are already ranking on page one.

  • Keywords supporting HR specific language such as ‘total rewards’ would be detrimental.

  • Focus on maintaining and improving overall rankings for ‘group home and auto’


Our guiding principles

  • Minimal copy
  • Incorporate a mix of high impact mediums (infographic, video)
  • Adopt a user-centered design approach
  • Leverage a strong CTA
  • Integrate EVP messaging & creative


Organizing the content.

With our research well in hand, we next turned our attention to designing the new landing page, first by defining our desired messaging and information architecture. We explored reusable content blocks and design patterns from Sonnet’s existing B2C site, as well as some leading B2B sites.


Getting the content right.

With an approved architecture we were ready to start wireframing the sections while our copywriter got to work on developing content. We went through a series of iterations, with the goal of reducing page length and focusing on key messaging and driving conversion.

A short form would attempt to capture only the key information, to keep the process simple for users to reach our and make a connection with Sonnet reps.


Understanding the user journey.

Our user journey focused on the various paths users might take to discover the new B2B group insurance landing page, and the actions available to them. The primary goal of the landing page is to have a qualified lead fill out a contact form.  


Iterating on the visual design.

The contact form – As our main CTA and point of conversion it was important to make the messaging clear this is for B2B partners, as opposed to individuals looking for insurance quotes. [See Contact Form prototype].

The hero – making the landing page distinct from Sonnets B2C site branding. Make CTA clear this is for B2B partners, as opposed to individuals looking for insurance quotes.

Before – B2C branding

After – New B2B branding

The infographics – showing Sonnet’s empathy for its customer’s needs.

Before – B2C branding

After – New B2B branding

The info – speaking in the language of HR and employer value propositions. 


Test driving our solution.

The site uses a responsive design based on a 12-column structure. [link to prototype TBD]

Developer Handoff

High fidelity artwork and assets were packaged and provided to the Sonnet dev team in both French and English. The Group Insurance landing page was seamlessly integrated into Sonnet’s overall website with no issues identified.


Post launch, and paired with the media campaign we fully expect to measure an uptick in qualified lead capture. The primary indicator for success will be leads captured through the contact form of the B2B page. However, all analytics channels must be monitored to gain insight into user behavior and friction points through the entire conversion and sales funnel.

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