Reimagining 'My Account' for Domestic and General customers

CLIENT: DOMESTIC & GENERAL

Step 2 - Ideation and validation

The challenge

The existing logged in account experience offered customers little incentive to revisit. The experience lacked engaging content or incentives to return.

My goal was to ideate how we might transform the personalised account experience to increase retention and help customers more easily manage their home appliances.

Data and tests showed a disappointing existing customer experience

High bounce rates at login to My Account
Login felt like a barrier to customers
The existing My Account experience offered customers little incentive to revisit
Low levels of personalisation
Customers weren’t able to view appliances they had registered but not insured
No opportunity to purchase additional cover from within My Account

Ideating a better logged in experience

I explored numerous ways to increase engagement, and improve the customer experience including:

Increasing personalisation with a notification and message centre
Enabling customers to quickly view all of their registered appliances and policies at a glance
Added personalised reminders to register for commonly owned appliances
Introduced personalised cross selling
Encouraging revisits with added relevant and topical maintenance and repair tips
Added blog link

Creating HomeHub

HomeHub presents a highly personalised, engaging experience with multiple reasons to engage and revisit.

Expandable cards display each appliance policy, to minimise scrolling and enable at-a-glance visibility

Tips of the day and a weather widget increases engagement

Plan status is highlighted with coloured banners and iconography. Cross sell banners are surfaced within expired plans to encourage renewals

Incentives and reminders to register new appliances

Gamification is used in promotions. Engagement is increased through editorial tone, use of colour and playful iconography

Promotions are triggered at relevant opportunities to drive sales

Outcomes

Early ideation prototypes performed well in tests. Further testing and reiteration is planned to refine the concepts, with a view to moving in to production.

It is expected the new features will reduce drop off, drive sales, increase engagement and trust.