Hastings Direct

  • 2020 - 2022
  • Insurance
  • UK
An image of two hands holding a phone in front of the desk. The phone shows the homepage of the Hastings direct app.
What we did

Digital transformation for the UK’s biggest digital insurer

Hastings Direct is a multi-award-winning business and one of the UK's leading insurance providers. Established in 1997 and built on legacy systems, digital transformation became a key focus of their forward-looking strategy. We joined the project after a detailed RFP process alongside several other notable agencies. Our objectives were to enhance conversion for their new business acquisition journey from price comparison websites, improve income per policy through ancillary sales, support the launch of their Multi Car digital proposition online, and revamp the mobile app further to solidify their position in the digital insurance market.

Frameworks used…

  • A journey map for a user making a mid-term adjustment

The challenge

Hastings Direct sought to improve its digital presence and customer experience across multiple channels. Specific focus on enhancing their mobile app experience to reduce call centre contacts, accelerate digital adoption, and increase lifetime customer value.

  • An image showing the screen that is shown when you click on an insurance quote on a comparison website and are being transferred to the Hastings website.
    An image showing the screen that is shown when you click on an insurance quote on a comparison website and are being transferred to the Hastings website.
  • Hastings Direct mobile and desktop screens compact view of prices comparison
  • An image showing wireframes for an insurance quote page
  • Desktop and mobile screen of the Hastings Direct end-quoting stage screen

Our approach

After a thorough selection process, we were chosen as one of four agencies to partner with Hastings Direct in their digital transformation journey. Our engagement began by focusing on customer acquisition through price comparison websites, followed by a revamp of their mobile app to enhance user experience and provide additional services.

  • A compact view of the various desktop and mobile screens of the Hastings Direct customer acquisition journey
  • A photo of a man holding a phone with the No claims discount screen on.
    A photo of a man holding a phone with the No claims discount screen on.
  • Visualisation of the mobile screens designed by Glue for the UK biggest digital insurer Hastings Direct

New customer
acquisition journey

We utilised our Product Sprint to identify, validate, and build features for the new business acquisition journey. This involved conducting discovery workshops, SWOT analysis, and prototype strategies.

  • 6 screens showing screens for multi car quotes
  • An image of a multicar quote screen on a pink background.
    An image of a multicar quote screen on a pink background.
  • An image with 2 desktop screens and 3 mobile screens showing multi car discounts
  • An image with three phones showing the screens involved with adding a car

Multi Car digital
proposition

The project aimed to launch an industry-first digital multi-car proposition, a part of the larger digital transformation strategy.

We utilised our Product Sprint methodology to design and implement this digital proposition. This involved intensive discovery and ideation workshops, intent study, risk analysis, and journey mapping, among other methods.

  • Hastings Direct compact mobile screen designs split view of the before and after rebranding look
  • Hastings Direct mobile app brand componentscompact view
  • A phone with the ;your driving screen' on a pink background
    A phone with the ;your driving screen' on a pink background

Mobile app transformation

We worked with a great focus on mid-term adjustment (MTA) telephony service digitisation. Particular attention was spent on customer segments and how they interact with the app. This meant the dashboard, documents section, and quote journey were all made fit for the app. At the same time, with the new digital brand coming to light and the introduction of the time-saving design system, we were able to complete a whole app redesign.

  • An image of two hands holding a phone in front of the desk. The phone shows the homepage of the Hastings direct app.
    An image of two hands holding a phone in front of the desk. The phone shows the homepage of the Hastings direct app.
  • An image showing three mobile phones showing the sequence of screens to change address
  • An image of instructions explaining how to use the app on a blue background.
    An image of instructions explaining how to use the app on a blue background.
  • A miro board showing responses from an expert interview during a discovery workshop phase
  • Hastings Direct compact mobile screen views of the mid term adjustment process
  • An image showing the master user flow for a Hastings customer

Continual improvement

Our engagement with Hastings Direct was a testament to the power of innovation, agility, and creative thinking. Not only did we help them adapt to the digital landscape, but, also deliver high-quality, rapid releases that have greatly improved their user experience.

  • Workshop board being worked on collaboratively to build the first-time log-in user flow
  • An image showing various screens of the Hastings direct customer journey, with an empathy map bellow and statistics from user testing.
    An image showing various screens of the Hastings direct customer journey, with an empathy map bellow and statistics from user testing.
  • Hastings Direct mobile app screens design compact view of the documents sections
  • An image showing an empathy map
  • A image showing a T bar concept for a policy holder waiting for a document

Other engagements
with Hastings Direct

  • 1-month to deliver
  • Built for optimisation
  • 1-month to deliver
  • Built for optimisation
  • 1-month to deliver
  • Built for optimisation
  • 1-month to deliver
  • Built for optimisation
A compact view of the design system

Hastings Direct

Delivering a scalable digital design system

  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 57 opportunities identified
  • Average 12 users participating every sprint
A decorative image displaying our Research work with Hastings Direct

Hastings Direct

Research that identifies critical user insights

  • Validated with 947 participants
  • 8 quantitative and qualitative methods
  • 59 core journey changes recommended
  • Validated with 947 participants
  • 8 quantitative and qualitative methods
  • 59 core journey changes recommended
  • Validated with 947 participants
  • 8 quantitative and qualitative methods
  • 59 core journey changes recommended
  • Validated with 947 participants
  • 8 quantitative and qualitative methods
  • 59 core journey changes recommended
A silver car driving along a scenic road with sharp mountain peaks in the background

Hastings Direct

Making a telephony proposition digital

  • An image showing a laptop, on the screen is a car insurance quote. There is a cat curled up next to the laptop

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  • Conducted over 12 sprints
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  • Validated 2 prototypes with 12 participants
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