Hastings Direct

Hastings Direct sought to improve its digital presence and customer experience across multiple channels. Their key objectives were to increase conversion rates from price comparison websites, impact income per policy through ancillary sales, and launch their multi-car digital proposition. In addition, the company aimed to enhance their mobile app experience to reduce call centre contacts, accelerate digital adoption, and increase lifetime customer value.

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.

To increase conversions from price comparison websites and positively impact income per policy through ancillary sales.

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.

Our efforts resulted in a 1.2% increase in conversions from price comparison websites, generating an approximate £1.8m in LTV. We also achieved a £3.53 increase in income per policy, exceeding the targeted £1 increase and realising a total benefit of £3.5m.

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 strategies.

The new multi-car digital journey is on track to achieve 50k sales per annum, surpassing the initial business case of 48k.

To improve the app's user experience, reduce call centre contacts, accelerate digital adoption, and increase lifetime customer value.

We worked with a great focus on mid-term adjustment (MTA) telephony service digitisation. Particular attention was spent looking at different customer segments and how they interact with the app. This meant the dashboard, documents section, payment method, 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.

The new digital MTA journeys have already increased Net Promoter Score (NPS) and Customer Satisfaction (CSAT) scores and the new ways of working have driven a noticeable 62% increase in efficiency across delivery teams, proving value very early on.

Through our partnership, Hastings Direct saw significant improvements in their customer acquisition, and income per policy, and saw the successful launch of their multi-car digital proposition. The ongoing digital transformation has resulted in increased stakeholder and customer engagement, better prioritisation of tasks, and increased speed to market.