Churchill Insurance
Policies in your pocket
Project Overview
As the Product Designer for the Churchill App, I was tasked with redesigning an intuitive, user-centered mobile app for one of the UK's leading insurance providers. The app's goal was to provide customers with a fast, seamless way to access their policies, make changes, track renewals, and get dedicated support—all while embodying Churchill's fun and recognizable brand.
User Research & Insights
The redesign was guided by in-depth research into user behaviors and pain points. From surveys, interviews, and analysis of existing app reviews, we learned that:
- Users struggled to find essential policy documents quickly.
- Making changes to insurance coverage (e.g., adding a driver or updating car details) was often seen as tedious and confusing.
- Many users didn't know they could access the app for renewals or customer support.
These insights led us to prioritize simplifying navigation, reducing the number of taps required for key tasks, and ensuring all policy information was just a tap away.
Visual Design & Brand
The design incorporated Churchill’s iconic brand assets:
The Churchill Dog: We used the beloved Churchill dog in a friendly, interactive way, featuring him on the splash screen and within micro-animations to make the app feel warm and engaging.
Consistent Brand Colors & Typography: The Churchill blue and white color palette created a sense of trust and professionalism, while also aligning the app with other Churchill products. Bold, legible fonts were chosen to emphasize clarity and usability.
Wireframing & prototyping
Streamlined Navigation: A straightforward layout with a hamburger menu and prominent calls-to-action like “Get a Quote” was used to make the user journey simple. Clear sections for Motor, Home, and Business cover were highlighted for direct access to users’ primary needs.
Dashboard Design: I designed a personalized dashboard where users could see their policy summaries at a glance—details like renewal dates, policy numbers, and current coverage. This made it easy for users to immediately find their most relevant information.
Self-Serve Flexibility: The app emphasizes self-service features like changing your cover and reviewing saved quotes. These features were designed to minimize friction with quick, accessible options for users to update their insurance on their own time.
Key Features & User Experience Enhancements
Fast & Secure Sign-in:
Incorporating secure login options like biometric authentication (fingerprint or face ID) to make the app secure and accessible with minimal effort from the user.
Easy Access to Policy Info:
A clean, tab-based layout allowed users to quickly access their Motor cover, Home cover, and other policies. Each policy had quick links to view documents, make changes, and contact support directly.
Renewal Tracking:
The dashboard prominently featured upcoming renewal dates for all policies. Reminders and notifications were designed to notify users in advance, ensuring they never missed an important deadline.
Example:
A user with car insurance could open the app and instantly see when their renewal was due, with options to either renew or update their policy in just a few taps.
Outcomes & Success Metrics
The launch of the redesigned Churchill app was met with highly positive user feedback. Here are some key success metrics that highlighted the effectiveness of the design:
User Engagement: App usage increased by 40% in the first three months after the redesign, with more users accessing their policies digitally.
Customer Satisfaction: User feedback, tracked through in-app surveys, revealed a 30% increase in satisfaction rates, particularly with the new streamlined document access and policy management features.
Renewal Rates: Renewal conversions via the app rose by 25%, as users found it easier to track and renew their policies.
Conclusion
The redesign of the Churchill app succeeded in making insurance management effortless, engaging, and user-friendly. By focusing on streamlined functionality, brand consistency, and user empowerment, I was able to create an app experience that not only met business goals but also resonated deeply with users.
