Research that identifies critical user insights

Working alongside Hastings Direct, one of the UK's leading motor and home insurance providers, we embarked on a series of comprehensive Research Studies aimed at enhancing customer and user experience. Our journey with them involved a blend of qualitative, quantitative, and holistic data analysis that delivered critical insights into customer-specific expectations and behaviours. Notably, this included app dashboard restructuring, document area redesign, payment feature overhaul, the introduction of multiple mid-term adjustment capabilities, and general app usability enhancements.

Our research process involved a range of proven techniques such as card sorting, tree testing, and user interviews, effectively identifying potential bottlenecks and areas for optimisation. The studies revealed opportunities for streamlining user paths, bettering document navigation, enhancing payment management, and avoiding cognitive overload for users while making multiple policy changes. These findings helped us craft solutions that not only improved functionality but also increased self-service outcomes and reduced the dependency on call centres.

Through our 'Atomic Research Framework', we created impactful artefacts like customer journey maps, empathy maps, user flows, and UX/UI recommendations. These have significantly reduced the 'learn, churn, and pivot' cycle for Hastings Direct, driving more efficient, data-informed decisions, and ensuring their offerings remain aligned with market needs. Our work has enabled them to deliver a seamless, intuitive, and customer-centric digital experience, reaffirming their position as the UK's best digital insurer.