Service Design, Digital Transformation, Web App Development
UX redesign reduces quote and buy process from three pages to one
Mutual insurer British Friendly wanted to improve customer journeys, with an eye on the future and new business opportunities. We helped them to transform digital journeys without changing important backend systems.
Mutual insurer British Friendly wanted to improve its quote and buy journey for financial advisors as a first step towards opening up a range of new business channels. However, this vision of a simplified and superior customer experience was constrained by legacy systems and some time-consuming manual processes.
Our starting point was to conduct extensive customer and stakeholders interviews to ensure all requirements were covered. We were then able to start work on the technology, a service middleware layer that enabled us to improve the front end experience while still interacting with the existing, important backend system.
Service middleware allowed us to transform the front-end digital journey, reducing application time by half, speeding up the quote engine and automating medical interview bookings. As a result of this project’s success, we are now working on a number of other projects to continue British Friendly’s digital transformation.