Work

New quote-to-buy journey on new website brings new customers

The Opportunity

With satisfactory alternatives a mouse click or swipe away, businesses have a small window of opportunity to make a good first impression on savvy digital consumers, and this as true in the competitive insurance market as it is anywhere. Releasing an attractive, seamless digital experience is a key component of any digital transformation initiative, but putting in place the people, systems and tools that allow the service to be evolved and iterated ensures ongoing success that delivers way beyond launch.

Our client, one of the longest-established insurers in the world, tasked Softwire with building a flagship website for one of its foremost brands, developing quote and buy journeys and implementing a design system and component library to accelerate and scale ongoing delivery of digital products and services across their portfolio of insurance providers.

Our Approach

Rather than simply build a website for our client, we co-designed the technical architecture with their development team which ensured that content updates could be swiftly deployed and the site would be straightforward to maintain.

Grid layouts and a library of over 100 reusable components gave our client’s designers a centralised overview of everything available and a design system that delivered consistency across platforms.

And over time we worked closely with in-house teams, helping the business implement a variety of digital delivery best practices aimed at improving product quality and increasing efficiency.

For example, we’ve ensured riskier tasks are brought forward in delivery schedules, enabling teams to proactively identify how to address them and keep projects on-track. We also embedded enhanced quality assurance (QA) within the agile delivery process, such that this is taken care of by the development team during each sprint. This involves closer collaboration between developers, testers and product owners, and eliminates the need for long testing phases at the end of each delivery.

The Impact

The new dotcom saw a more than threefold rise in traffic from search engines, significantly improved user dwell time and, encouragingly, more policies sold.

Additionally our client acknowledged the positive impact that new ways of working had had on their digital team, saying that “Softwire has been a hugely valuable partner, pushing us forward and helping us mature into a more rounded digital function than we would have been without them.”

“ We’ve seen SEO traffic grow year-on-year by 350 and average time-on-site has increased as well, along with increases in conversion. More people are buying our policies as a result of the changes we’ve made with Softwire.

Head of Digital, UK Insurance Group

Our Work