Web design: another case when simpler is better


If your company tagline/focus is SIMPLIFY, but your website is extremely complex, what do you do?


Discovery Benefits is a Third Party Administrator (TPA) that provides innovative solutions to simplify employee benefits administration. Its tagline is “simplify.”

Discovery Benefits came to FlintDiscovery Benefits logo Group requesting an estimate/proposal for redesigning their website. The user experience was complex. People could not intuitively find what they were looking for, so many would bypass the entire site and just call customer service.

Employees were spending too much time walking people through the website to find the information or forms they were looking for—things that should have been easily accessible. In a nutshell, the site was the opposite of the company’s motto.


Our approach was to incorporate simplicity into their marketing materials. We helped them make the entire online experience simpler for users and, in turn, enable their customers to find the information they were looking for without needing to spend extra time contacting customer service.


Let’s get a before-and-after look at the Discovery Benefits website.

Discovery Benefits old site

Drumroll please….


Discovery Benefits was using stock photos, so Flint held a photo shoot to capture the exact look the client wanted—smiling, approachable people.

Featuring vibrant colors and simple design elements, the new site gives users a clean and professional impression of Discovery Benefits. And with user-friendly navigation, people can more easily find what they are looking for, minimizing the need to call customer service.

In addition to the revamping the client’s website, Flint also created a number of collateral pieces within the redesigned brand, including letterhead, business cards, proposal covers, FSA employee and employer guides, an HSA employee guide, a COBRA resource guide, sales collateral and more.


Discovery Benefits letterhead

Business card:

Discovery Benefits business card

Proposal cover:

Discovery Benefits proposal Cover

Resource guide:

Discovery Benefits Cobra resouce guide


The average time spent on Discovery Benefits’ former site was 1:38—mainly because visitors would give up when they couldn’t find what they needed. Since launching the new site, the average time spent is 2:49. Quick math—that’s a 71 percent increase.

On the former site, users went right to the login button and that was it. People weren’t using the site as a resource to find information. With the new site’s organized content and warmer tone, people are more inclined to spend time using the site’s improved, friendly navigation.

The client says they’ve received a number of requests for proposals from major companies through the new website, an increase they attribute to the site’s professional look and feel.

Or perhaps, it’s because the new site is, well… simple.

Do you have simple websites you like? Share them in the comments below!

Ericka Olin

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