LV Insurance
Creating a digital experience for Britain’s most loved insurance brand that embodies their award-winning customer service.
Project: Digital Experience
My role: Design Lead
Agency: TH_NK
Our solution was to create a green heart experience to help people live confident and feel special with 3 guiding principles, born from truths and tensions within the brand.
Tensions:
We talk about serious stuff, but we’re not too serious. So we’re spirited and, positive and passionate.
Our customers may be older, but we’re youthful in our outlook. So we’re about living life to the full
We want an experience that feels human, even without the human interaction. So we put people first and strive to make more emotional connections.
Principles:
Design to bring the brand to the fore, elevating our passion, personality, and beliefs.
Design with emotion to delight the customer and make genuine connections.
Design with functionality that empowers the customer and puts them first
We covered everything with 💚
Visual Design language
We developed a new visual and brand language, a design UI kit and a refreshed tone of voice.
We spent time exploring and developing a visual language that embodied the 'Covered with Love’, the result being light, fresh and optimistic - combining imagery, typography and illustration.
Our choice of typeface ‘Archer’ hits just the right notes of assertiveness, credibility, and charm. The delicate lines coupled with characterful serifs give the feeling of being conversational and gentle, but with an inherent sense of spirit and positivity.
We also created a custom suite of illustrative flourishes and icons to bring character and warmth to the page, as well as supporting information or specific topics.
Design Exploration
As we developed the visual language we explored a number of visual routes to demonstrate that LV cares about the things that really matter to you.
We looked to bring in character and emotion through tone of voice, illustration, and photography that felt relatable and conversational.
Features & Results
From streamlining new customer experiences, envisioning self-serve, and CUI innovation, we’ve created a seamless and speedy experience that helped drive a 30% increase in online quotes
Improved page load speed index score 7X
Increased car insurance start quote rate on mobile by 38.3%
Winner of Best Transformation at BIMA Awards
