British Seniors

Neilson Financial Services

A modern insurance product for a traditional audience, with a user-focused approached o purchase paths and funnel design. Designed and built in a way that is easy to manage, scalable and future-proof.

Challenge

Outdated experience

British Seniors Insurance Agency provides life insurance for all UK residents aged between 50 and 80 years old. As their customers grew more digitally savvy, the old website was falling short in meeting their goals and providing good user experience. From the client perspective, it was time-consuming to manage website content, add new features or pages, and there was lack of sufficient SEO features.

Solution

Modern, accessible and scalable

Isobar Ireland designed a product that is modern, mobile-first and accessible. Streamlined site-architecture and layout allows users to easily navigate, learn more about the product, and quickly request the quote, buy online, or get in touch with British Seniors call-centre. By creating a design system we standardised the visual language and created a solid foundation for the client team to use when creating new features or products. The site allows for easy content management, supports SEO best practices and make it easy for ongoing A/B testing.

Results

Increase in conversion and efficiency of product updates

British Seniors set a solid foundation for a modern, systems-led design process we established with the client and used for many other products to help them productise their offering. After the launch our agile approach allowed us to quickly implement continuous-improvement changes and reduce drop-off rates in the main product funnel by 50%.