CLIENT: DOMESTIC & GENERAL
THE CHALLENGE
Simplify choices
Build trust
Drive sales
Ensure compliance
Early triage helped customers define their needs quickly, reducing friction
Contextual options created a personalised, guided experience
Dynamic pricing updated screens as customers chose preferences for excess and cover, reinforcing transparency and building trust
Testing revealed that side-by-side comparison cards caused confusion, so expandable cards were introduced for clearer decision-making
Dynamic pricing updated in real time as customers adjusted their excess preferences
Moderated and unmoderated rounds using UserTesting validated comprehension and guided refinement throughout the process
Customers appreciated being asked their preferences up front
They understood options and valued clarity of costs as they explored cover options
A tailored upsell was well received in testing
Final prototype for launch
100% of participants described the journey as simple, logical and easy to follow, with the upsell feeling genuinely helpful rather than pushy.
Users quickly understood excess choices and were able to cover multiple services in one plan without hesitation, a notable shift from past propositions that created confusion.
Real-time pricing updates and clear cost breakdowns strengthened trust in the offer, supporting a stronger foundation for D&G’s wider home-cover strategy.
Launched with validated comprehension and zero compliance issues
Customers understood dynamic pricing instantly, building trust, driving conversion
Personalised approach simplified complex choices and improved customer satisfaction
The launch provided a strong foundation for D&G's wider home cover offering
Eleanor Broderick