Working closely with the head of product, executives and the CEO we created the user experience for three major products, the marketing site, tenant purchase funnel and agent tooling. Plus a stop gap claims system and a b2b venture aimed at landlords. We also refined the print / offline experience for rental deposit challenger brand Zero Deposit.
Agent introduction tool
The tool enabled letting agents to introduce walk-in tenants to Zero Deposit (an insurance product) in an FCA complaint manner. Agents entered tenancy details, which were submitted to Zero Deposit for processing. After which a quote would be emailed to tenants. If the tenant chose to purchase, the agent’s introduction’s status would be updated accordingly. The tool also had rudimentary means to allow agents to inform Zero Deposit if a tenancy had ended or if a dispute had arisen.
The tool performed well enough with agents, requiring only minor tweaks to the UI. These included saving the last entered rental period (monthly or weekly), to reduce issues of incorrect quote calculation. And reworking of tenants DOB fields to reduce data entry errors.
Tenant purchasing funnel
After an agent had made the initial introduction, Zero Deposit would email tenants a link to a secure web app. Here tenants could review their quote and legal documentation. Interested parties were able to purchase if they deemed a Zero Deposit Guarantee was right for them.
While the funnel received an impressive 95% overall conversion, initial analytics highlighted a significant 60.4% drop off with persistent call centre complaints. Tenants found they were unable to access their quote. The cause in 99% of cases was due to agents inaccurately entering tenants’ details. The issue was dramatically improved to 24.4% drop off by removing the tenant’s name requirement for log in, and changes to the agent tool’s singular DOB filed to three separate day - month - year fields. The product also saw small updates in accordance with Insurance Distribution Directive (IDD), and the inclusion of the standardised Insurance Product Information Document (IPID) which saw no effect to drop off and overall conversion.
applying consistency to the end to end journey
The original launch marketing posters, product leaflets, marketing site and consumer facing legal documentation had been produced by different agencies and contractors. Customers were presented with an inconsistent end to end experience, marred by poor execution. We stepped in to ensure consistency, up the production quality, plus optimise and simplify messaging and calls to action.
With the printed material it was difficult to quantify if our redesign had any positive effect. However our improvements to the website resulted in a 3 to 4 x increase of time on page. Hotjar recordings also strongly suggested that the simplicity of the site’s navigation and structure allowed users to thoroughly interrogate what was being communicated to each segment type (tenants, landlords and agents).
Brand & marketing redesign
As Zero Deposit started gaining traction, Koiton felt the existing B2B brand needed to be overhauled. We created a new simplified identity and design system which could be easily applied across digital and print.
Design solutions are’t always driven by KPI’s and analytics. Updating the customer facing legal documentation was a headache, with every product update 12 legal documents needed to be remade. The workflow was antiquated, Legal to Compliance (MS Word - Google Docs) to Design (Adobe Indesign) to QA. This process was painful and prone to potential legal issues if mistakes weren’t spotted.
A sub-facet of the rebrand was the selection of a typeface that was accessible and affordable. This enabled Koiton of it’s own accord to deliver a solution that hugely improved and simplified the doc generation workflow. Just use Google Docs! Updates, error checking & versioning, co-authoring and PDF output could be handled in one application, hugely reducing the time taken to undertake such an arduous task.