We disrupted traditional life insurance methods for LV=
LV= are a leading, digitally focused financial services company focused on insurance, investment and retirement solutions
The Challenge
LV= wanted to test whether their customers would purchase life insurance via a mobile device. From kickoff to completion including user research, designs, testing and prototype presentation - the project needed to be completed within a six-week timeframe. With a pure focus on UX, the project outline was to design, develop and test a series of prototypes for LV= customers. The challenge was to produce a mobile experience, which acted and behaved as a native mobile app. In order to optimise the conversion rate, we needed to streamline the number of steps involved in purchasing life insurance, whilst keeping UX at the heart of the project. - turn that into 3 short challenge sentences
Mobile Purchase Validation
LV= wanted to understand whether customers would buy life insurance through a mobile device.
Six-Week Delivery
The full UX process, from research and design to testing and prototype presentation, had to be completed within six weeks.
Native App Experience
The challenge was to create a mobile experience that felt like a native app while simplifying the purchase journey to improve conversion.
What We Delivered
We delivered the project across four key stages: wireframes, design, HTML development and testing.
Using our understanding of user psychology, our CE and UX teams focused on the elements most important to conversion: clear content, trust, security and reasons to purchase. From this, we created three functional mobile prototypes for LV=’s “Quick Cover” life insurance product.
Once the prototypes were built, we carried out real-world user testing to understand how customers moved through the journey. We tracked the number of steps users took, their questions and response paths, as well as eye and finger movement.
We completed 70 tests with 35 unique users and analysed 497 user comments. This insight was converted into measurable data, allowing us to provide consumer-led recommendations for the final product.
Throughout the project, we also advised on brand, tone of voice, copy, icons and imagery, helping LV= explore a softer and more mobile-friendly experience.
The Result
The research showed a clear appetite for purchasing life insurance through a mobile web app.
The second prototype performed strongest, with 50% of users selecting it as their preferred option. The number of people willing to purchase life insurance on a mobile device increased from 15% to 40%.
Most importantly, 100% of users tested said they would consistently purchase life insurance through the web app, giving LV= clear evidence that a mobile-first insurance journey could work for their customers.
David Oliver
Against an extremely tight deadline, Greenwood Campbell were able to produce high quality prototypes to help support a proof of concept for our life insurance mobile offering. Their approach was extremely innovative, user focused and analytical. Their unique Real World UX approach gave us an honest and valuable insight into LV= user behaviour, enabling us to put their experience at the heart of the application.
How We Work
A proven process that delivers results, from discovery to continuous improvement.
Thinking about a similar project?
We map your user journeys, design for clarity and ease, and connect your digital experience to your operational workflows, so users, teams, and partners get an experience that works first time.
