How LV= General Insurance Became Digital‑First
Transforming one of the UK’s Insurance Leaders from the Top Down
How LV= General Insurance Became Digital‑First
Transforming one of the UK’s Insurance Leaders from the Top Down
OUR PARTNERSHIP WITH LV= GENERAL INSURANCE
2017
Co-created a transformation strategy, three-year roadmap & business case
2017
Co-created a transformation strategy, three-year roadmap & business case
Conducted a 13-week customer research program
Conducted a 13-week customer research program
Developed a content strategy
Developed a content strategy
Defined the future web architecture on Microsoft Azure
Defined the future web architecture on Microsoft Azure
2018
Evolved the brand, including visual identity, design language & tone of voice
2018
Evolved the brand, including visual identity, design language & tone of voice
Launched a refreshed LV.com on Sitecore
Launched a refreshed LV.com on Sitecore
Won Best Transformation & Consultancy at BIMA Awards
Won Best Transformation & Consultancy at BIMA Awards
2019
Developed proposition for new insurance product
2019
Developed proposition for new insurance product
Launched data & personalization strategy to drive greater value for the customer
Launched data & personalization strategy to drive greater value for the customer
2020
Supported ongoing transformation through managed services
2020
Supported ongoing transformation through managed services
Making Transformation Real for LV=
LV= General Insurance’s Digital Transformation Director came to EPAM Continuum with a dream brief: Create a fundamental mind-shift to digital within the organization – from the board level down – in order to augment its offline, award-winning customer experience, as well as the business itself.
We embarked on a 16-week journey with LV= General Insurance’s board and senior team that reshaped their views and beliefs. From there, a three-year transformation strategy, roadmap and business case were born, delivering a significant step-change across the insurance business.
Following the success of our consulting engagement, we were asked to make this strategy real. We designed and built a new platform for LV= General Insurance’s personalized digital products and services, which included a reimagined LV.com that resulted in a 30% increase in online quotes and was delivered in just nine months.
We Got Straight To The Heart of Customer Needs
We traveled across the UK to interview existing LV= General Insurance customers. These conversations were often emotionally and commercially charged, eliciting surprising and useful insights at key moments over the course of 13 weeks.
This feedback was shared across the business through stakeholder events and then evaluated against existing internal views, analyzing and adapting as necessary. As a result, LV= General Insurance gained a fresh perspective on their current processes and EPAM Continuum identified near- and long-term opportunities that the insurance company could achieve across its multi-channel mix.
We Evolved Britain’s Best Loved Insurance Brand
EPAM Continuum adapted the visual identity, design language and tone of voice for digital, moving LV= General Insurance from an endearing brand to one that all customers feel connected to.
We worked closely with senior stakeholders across the business to create alignment and define the future of the brand by:
• | Setting an ambition that created alignment and guided our design exploration |
• |
Reviewing the market, mapping principles and conducting tone of voice workshops |
• |
Creating a manifesto, based on the brand proposition, that helped set a clear direction and motivation for all future considerations |
• |
Establishing three fresh and differentiated brand concepts that reflected the proposition, principles and behaviors, which were then tested with existing and potential LV= customers |
• |
Developing the design system and refreshed tone of voice to serve as a guide for the future and ensure a seamless transition of knowledge and assets with LV=’s design team |
We Created New,
Differentiated Propositions
As part of the transformation roadmap, we helped LV= General Insurance develop innovative propositions, including a new digital-only insurance product that was validated by both the business and its customers.
We began by assessing the competitive environment and the maturity of similar products that were live or in testing. We worked with LV= General Insurance to evaluate the potential market and shape qualitative research into core customer needs and value-drivers.
Building on this research, we created a 12-point custom framework to define and assess the new proposition. Working with multiple stakeholders across the insurance and digital product fields, we established the product features and assessed them against customer demand, business capability to deliver and potential value.
We defined three versions of the proposition, ranging from MVP to future state, as well as a product manifesto and design to bring the brand to life and generate excitement from stakeholders.
Impact Created
Together, we created a new era of cross-functional collaboration in the business.
Our multi-layered transformation helped LV= General Insurance grow from the eleventh to the third largest personal lines insurer in the UK. We achieved the following results:
38%
Increase in car insurance start quote rate
31%
Increase in mobile conversion
30%
Increase in online quotes
25%
Increase in home insurance start quote rate
12%
Growth in mobile revenue
7x
Improved page load speed
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