Our priority - and our client’s priority - was to gain customer insight and understand market landscape. Discovery & design work included personas, journey analysis, competitor benchmarking, IA reviews & restructuring, prototyping and testing.
We formalised 6 personas based on a body of previous research and insight. These covered a diverse customer set, ranging from self-employed plumbers, to high street entrepreneurs, to military personnel, to retiree classic car enthusiasts.
Benchmarking covered leading aggregators, challenger brands, big insurers and other large broker groups.
Challenger brands like Digital Risks in the commercial space scored well in benchmarking, as did Go Compare in dealing with extensive product sets and providing clear, consistent labelling & navigation across mobile and desktop.
Benchmark sites were scored across 3 key criteria 1) proposition & production values 2) information architecture 3) function & key journeys.
A heuristic review scored the current Towergate site across 7 categories and 150 criteria. Existing journeys were mapped and heat-mapping/analytics data assessed. User testing and design work is underway (2020) to develop the new site. Shown below are architecture diagrams and exploratory navigation schemes to help users find products and service support quickly and easily.