Direct Line For Business website redesign.
Stripe Creative worked within Direct Line For Business to manage a complete site redesign inside a dedicated scrum team, using Agile working processes in a 6 month project. We generated all the creative design and user experience aspects, site information architecture, user interface design and creative art direction of photography.
It was vital to understand each stakeholders’ needs and ensure individual voices were heard. Before any designs were created, we listened to stakeholders and worked to fully understand the requirements. At several touchpoints during the project process, Stripe Creative presented to Direct Line stakeholders and senior management to ensure buy-in and understanding of the approach being taken, and achieve decision-making at appropriate points.
Working closely with the existing Direct Line For Business UX team and collaborating with the Direct Line domestic UX team, we researched different ways to approach site navigation. Both the domestic and business Direct Line websites needed to follow the same approach with familiar visual design and information architecture. Stripe created a full set of wireframes designed for responsive use with mobile, tablet and desktop. We planned efficient user journeys, driving users to the quoting engines to maximise goal conversion. Focusing on content, we planned the content on each page and its position for clear calls to action. Stripe Creative presented to Direct Line’s main stakeholders for discussion and ultimate agreement on direction.
user interface design
Direct Line had established corporate guidelines, which we were able to use as a starting point. It was important to ensure the branding and design style belonged to the business site as well as the consumer site, and we were keen to give DL4B its own voice within the given parameters; many elements designed for DL4B were then assimilated into the consumer site. We built page layouts around user journeys and incorporated calls to action which were all about getting users to the required goal quickly and easily.
Stripe Creative commissioned and directed new photography reinforcing the brand with a series of hero images specifically designed for digital use. Brand guidelines stipulated that the colour red should appear in the imagery, which we incorporated in various elements. We planned, booked and managed a 12 day shoot, including locations, models and props to illustrate the multiple and varied insurance products that Direct Line sell to their business customers.
As a result of the website redesign, Direct Line for Business experienced significant improvement in web traffic, search and goal conversion.