Increasing AIG's online conversions by 326% through research-led UX

AIG is a global insurance company. It sells life and health insurance products directly to customers through its digital channels.

AIG wanted to understand what customers experienced when buying insurance online, and find the best way to turn more visitors into sales. We were chosen to run a programme of user testing to find the answer.

We combined focus groups, lab-based user testing, behavioural science evidence and desk research to build a picture of how customers buy and why.

We looked closely at the pain points and biases people bring to buying life and health insurance online. We then mapped customer journeys for each persona on whiteboards, covering every possible route, including happy and unhappy paths, red routes, and upsell and cross-sell opportunities.

Our creative team produced hi-fi designs to test ideas with customers, and later developed them into an Umbraco solution.

We built a fully functional hi-fi prototype in Axure that mirrored a real sales journey. This detailed prototype saved hundreds of hours of development time later. We then spent three days in the lab with a wide range of customer types and came away confident the thinking was right. With the ideas validated, we refined the creative for the final website.

The results let AIG go to market with a strategic, customer-focused sales approach, selling products it could turn into profit. The work transformed its online sales performance and changed how it builds digital products. Our tests and reports were so successful that AIG now regularly uses user testing to validate products and sites before launch.