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

1.2% CVR

Increased conversions from price comparison websites by 1.2%, resulting in ~£1.8m in LTV.

£3.5m benefit

Achieved a £3.53 IPP increase vs the targeted £1 increase. The total target benefit of £1.7m exceeded achieving £3.5m.

50K customers

The new Multi Car digital journey was on for 50k sales per annum compared to the business case of 48k.

51K MTAs

51 thousand mid-term adjustments (MTAs) completed by customers with comments such as "I absolutely love the app. Had to make some changes and can get a quote on the app before purchasing."

397k MAUs

With customers stating "it's easy to use and everything is at your fingertips."

83m pp views

"Love this app. That's why I stayed with Hastings Direct for a second year."

Hastings Direct is a multi-award-winning business and one of the UK's fastest-growing insurance providers. Started in 1997 and built on legacy systems and legacy thinking, digital transformation was part of their ambitious 3-year plan. We partnered with Hastings Direct after a rigorous RFP process, joining three other well-known agencies as partners for success. Our objectives were simple; first, increase conversion on their new business acquisition journey from price comparison websites (92% of YoY business); next, positively impact income per policy through ancillary sales; help launch their Multi Car digital proposition online; and last but not least, completely transform the mobile app to further establish them as the best digital insurer in the UK and beyond.

Frameworks used…

  • A journey map for a user making a mid-term adjustment
  • Hastings Direct compact view of various mobile screens designs
  • A silver car driving along a scenic road with sharp mountain peaks in the background
    A silver car driving along a scenic road with sharp mountain peaks in the background

The challenge

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.

  • 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

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.

  • 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 strategies.


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

  • 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

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.

  • An image showing findings from research about the existing dashboard IA.
  • 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

Continuous engagement

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
  • An image showing three phones. The phones show direct debit details, a payment feed and saved cards
  • A phone screen on a light blue background showing a payments screen
    A phone screen on a light blue background showing a payments screen

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.

1.2% CVR

Increased conversions from price comparison websites by 1.2%, resulting in ~£1.8m in LTV.

£3.5m benefit

Achieved a £3.53 IPP increase vs the targeted £1 increase. The total target benefit of £1.7m exceeded achieving £3.5m.

50K customers

The new Multi Car digital journey was on for 50k sales per annum compared to the business case of 48k.

51K MTAs

"Absolute love the app. Had to make some changes and can get a quote on the app before purchasing."

397k MAUs

With customers stating "it's easy to use and everything is at your fingertips."

83m pp views

"Love this app. That's why I stayed with Hastings Direct for a second year."

Frameworks used…

Other engagements
with Hastings Direct

  • 1-month to deliver
  • 62% increase in efficiency
  • Built for optimisation
  • 1-month to deliver
  • 62% increase in efficiency
  • Built for optimisation
  • 1-month to deliver
  • 62% increase in efficiency
  • Built for optimisation
  • 1-month to deliver
  • 62% increase in efficiency
  • 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
  • 51k midterm adjustments via the app
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 51k midterm adjustments via the app
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 51k midterm adjustments via the app
  • 57 opportunities identified
  • Average 12 users participating every sprint
  • 51k midterm adjustments via the app
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
An image showing a laptop on an office desk. The image shows a Hastings direct flexible policy screen.

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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