What do you do when simplicity is not enough?

Industry

Insurance

Services

CRO, Digital Transformation, Customer Journey Mapping, Research, UX

Irish Life is a leading provider of Pensions, Life Insurance and Health Insurance in Ireland. It operates in a competitive and disrupted market where regulation adds to the complexity that customers must navigate.

irishlife.ie

Results

86%

Increase in health insurance quotes in '20 v '19

46%

Increase in health insurance plan purchases in '20 v '19

73%

Increase in health insurance plan conversion rate in '20 v '19

60%

Increase in premium revenue generated online in '20 v '19

Aligning Ambition & Action

When Irish Life engaged with us their brand ambition was to create a ‘single place for health & wealth’ for their customers. To progress this ambition we worked with Irish Life at both a strategic and an operational level, ensuring ambition and action were in total alignment.

Towards a Seamless Experience

Irish Life knew that change was needed to bring together the different parts of the business. Working with the Irish Life senior management team we facilitated the development of digital transformation building blocks like a new operating and governance model to drive internal efficiencies and ultimately enhance the external brand experience. This transformation created the capacity and infrastructure for Irish Life to offer a seamless customer experience for customers both online and offline.

Capturing every opportunity

Driving end-to-end online sales was an important metric for Irish Life. This is challenging when asking people to purchase complex insurance products. Through a series of iterative UX designs, we successfully enhanced and simplified the process to deliver greater performance and end-to-end conversion. But we didn't stop there. Armed with the insights extracted by our performance team, we identified opportunities to capture those customers not purchasing online and convert them via other offline channels. The creation of a seamless customer journey both on and offline has continued to drive Irish Life's digital performance and brand experience.

All Human is also a talent bench for Irish Life and through ongoing engagements and placement of our team ‘onsite’ when required we continue to support the internal digital team. We never stop learning about our client's internal systems, technologies and ‘ways of working’ as a committed partner engaging with Irish Life people at all levels.

Irish Life — single place for health and wealth

Irish Life wanted to create a 'single place for health and wealth' for their customers.

Irish Life — educational and easy to navigate experience

The goal was to make the experience educational and easy to navigate.

Irish Life — simplified customer journey

Given the complexity of health insurance our goal was to simplify the customer journey.

The creation of a seamless experience both on and offline has continued to drive Irish Life's digital performance and brand experience.

Innovations & Enhancements

We work in partnership with our clients to craft experiences that people love. Our UX Design and human-centred approach empowers Irish Life to optimise conversions and grow their business with confidence.