At a Glance

One of the first project assigned to me when I joined Neilson Financial Services was to re-design and re-launch British Seniors Insurance Agency website. 

This project formed a key part of a wider ‘multi-channel programme’ which was aimed to create a sector-leading, ‘future proof’ web presence for the Neilson brands.

 

ROLE

Research

Information Architecture

Design Strategy

UX & UI Design

TEAM

Project Manager + Customer Journey and Conversion Executive + Frond-End Developer + me ( Product Designer )

stakeholders

CTO + Head of Marketing

 

DURATION

6 Months 


British Seniors Insurance Agency® provides the over 50’s consumer with a range of guaranteed acceptance life insurance products and optional covers.

 

PURPOSE 

To redesign and relaunch the Neilson Financial Services branded website: British Seniors Insurance Agency®, establishing a flexible, mobile first, responsive, market leading design scheme and site structure, individually tailored to their target audience.

The project forms a key part of a wider ‘multi-channel programme’ which aims to create a sector-leading, ‘future proof’ web presence for the Neilson brands.

challenge

British Seniors® needed to redesign already existing website completely, to improve digital UX and UI to be more engaging, drive more clients, get more conversions and position the brand as a trusted Insurance Agency.

solution

Firstly, all the major global Insurance companies were reviewd and analyzed. Secondly, the target audience was identified in order to build proper marketing campaign. In addition, there was an enormously big amount of content that has been organized and placed on user-friendly web pages with clear navigation.

All the customer journeys are mapped with the behavioural journeys as it’s important that each user be able to move through the website as quickly or as methodically as they choose.  

Intelligent content filtering in The Hub allows to find necessary information rapidly. Quote & Buy page structure was adjusted to increase conversion rate by introducing multi step form. Strong customer retention messaging system are incorporated to turn lost visitors into customers!

The focus for insurers goes beyond engaging with and winning new customers, as lifetime customer value is fast becoming a key metric against which performance is measured.


OUR APPROACH

1. COMPETITIVE ANALYSIS

By identifying our competitors and evaluating their strategies we were able to determine their strengths and weaknesses relative to those of our product . 

Competitive analysis had been a critical part of our company marketing plan


2. HEURISTIC EVALUATION

We conducted site wide usability inspection which helped us in identifying the usability problems in our existing user interface (UI) design.


3. WEB ANALYTICS

We based our design decisions on the measurement, collection, analysis of the web data which we could collect using web analytics. We used this data in understanding and optimizing web usage.

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multi-channel design

DIGITAL CUSTOMER LIFECYCLE

Great customer experience is the sum of all interactions!

The quicker you capture the user’s attention, the longer they’ll stay on your page and the more they’ll engage with your content. The more they engage with your content, the higher the chance they’ll buy.

It’s all about the user! 

Every image you share, every word you write, every design element you create all leads back to the user.


CROSS CHANNEL TOUCH POINTS

Smartphones offer instant access to multiple channels such as email, social media, video and web chat, allowing customers to contact their insurance provider regardless of location and time. 

By providing new tools insurance sector can increase the quality of customer interactions and help in deepening customer relationships, without compromising brand consistency and quality.

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BEHAVIOURAL PERSONAS

Customer Experience is KING and Consumer Expectations are HIGH! 

Every person has different coverage needs and different attitudes about insurance. 

By using buyer personas, we can better understand potential and current clients and approach them in the way that is most likely to result in success.


BEHAVIOURAL JOURNEY

Your visitors are not all the same, so why treat them as it they are?

For each of these personas, the shopping process might be different, not simply a linear, one-size-fits-all flow.  

It’s important that each shopper be able to move through the shopping and enrollment process as quickly or as methodically as they choose.


ideation

LOW-FI WIREFRAMES

Low-fidelity wireframes are known as basic representations of concepts which helps in speeding up the process of validating the concepts during the early stages of a design process.


FORM OPTAMIsATION

Anatomy of a High Conversion Rate : Form Optimisation Pyramid

Interactive forms are replacing ‘one- size fits all’ conversion forms


CUSTOMER ENGAGEMENT

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CUSTOMER RETENTION

Turn lost visitors into Customers!

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responsive framework

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