Creating a digital B2B presence for Domestic and General
CLIENT: DOMESTIC & GENERAL
A website to attract retailers to the extended warranty subscription model and drive international growth
Domestic and General are not yet well-known in the US. The business opportunity is significant, but in the US insurance industry the subscription model is relatively new, with prospects hesitant to adopt fearing loss of up front revenue.
Step 1 - Discovery
Discovery began with a workshop with US stakeholders to define project objectives, key requirements, constraints and to understand possible barriers to adopting the subscription model
Next a benchmarking exercise of 16 prominent US insurers enabled me to audit the existing landscape
In the US, D&G was associated with Dollar General, a US retailer
US appliance retailers feared the loss of upfront revenue with the subscription model
Customer loyalty is crucial to retailers in US
There was a need to educate and convince retailers of the benefits of the model – and that D&G were the experts to deliver it
Step 2 - Define site structure and plan high level content
I facilitated a workshop where key stakeholders were invited to review a site map and high level content plan. This informed the initial content structure and hierarchy, defined the purpose of each section and desired user behaviour for each page
Low fidelity wireframes and annotation
Step 3 - Creative development and moderated user testing
I tested 5 visual approaches during 30 moderated user interviews with participants in the US. This enabled me to understand users' comprehension of the proposition, their preferences of visual treatments and to gather insights that helped with future iterations
Step 4 - Reiteration of creative and further testing
I reiterated designs then ran a second round of 10 moderated interviews to discover which option was preferred and why, and to assess comprehension of proposition and efficacy of CTAs
Participants indicated a strong preference for a concept 2
The product suite appealed to most and was well understood
Most associated the bolder colour palette with modernity and technology
Icons were popular
Distinct sections and clear CTAs liked
The copy needed to more clearly communicate the B2B nature of the site
Step 5 - Content development and design
I built a high fidelity prototype of the full site in Figma and tested comprehension of flow and reiterated content.
I worked closely with a UX copywriter to ensure editorial content would resonate with a US B2B audience. Once approved worked closely with devs to ensure the built site matched the UI.
The product suite was displayed in expandable cards giving prospects an overview. This approach gives flexibility to add more product over time.
Downloadable case studies were created to help with proof points and credibility
Icons were used throughout to convey personality and visual interest.
The site was built and launched https://www.dandgglobal.com/en. It was very well received and has been effective in driving growth in the US, with a new significant client win currently in discussion. The dev team built the site in to a CMS system which enabled the US marketing team to create new case studies at speed as the business continues to grow, and most recently included a multi language option to assist growth in Portugal and Spain.