Bring on tomorrow



What we did

AIG wanted to know more their customers experience when purchasing an insurance product through their digital channels. We were chosen to carry out a series of user tests to determine the best route for converting visitors into sales.

We used focus groups, user testing in the lab, behavioural science based evidence and anecdotal findings gathered from desk based research to build a picture of customer buying patterns and behaviours. We looked closely at customer pain and biases in buying life and health insurance online.


We then set about creating customer journeys for the different personas on our white boards. This enabled us to visualise every possible route – including happy and sad paths, red routes and potential up sell and cross sell opportunities. Our creative team then jumped in to create hi-fis that could be used to test our ideas on customers, and later developed in an Umbraco solution.


A fully functional hi-fi prototype was created in Axure to emulate an actual sales journey. Although this could be seen as excessive, we believe that it saved hundreds of hours of development time later.

Back to the lab went we. We spent three days with lots of different customer types and when we left – we knew that our thinking was spot on. With our ideas validated we could begin to refine the creative for a final

What we achieved

The results enabled AIG to go to market with a strategic sales approach that was clearly focused on their customers; selling products that they could turn into profit.


Technologies used

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