The project combined key elements of UX, an understanding of user behaviour, plus the development of creative and technical solutions.
We completed 70 tests with 35 unique users and analysed 497 comments. We provided a negative vs positive breakdown on each prototype which were then broken down across key features.
Whilst LV= initially approached us with an ad hoc, prototyping project, Greenwood Campbell provided a total mobile offering. Throughout the development we advised on other elements which pushed the boundaries of the LV= brand with a softer tone of voice, playful copy, alternative icons and imagery within the prototypes.
The findings showed a higher conversion rate for the second prototype, which 50% of users selected, and the number of people willing to purchase life insurance on a device rose from 15% to 40%.
Critically, the project highlighted that from those users who were tested, 100% of them stated they would purchase life insurance via the web app consistently.