{"id":1213,"date":"2021-04-06T14:43:00","date_gmt":"2021-04-06T14:43:00","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?post_type=case_study&#038;p=1213"},"modified":"2025-11-10T15:58:29","modified_gmt":"2025-11-10T15:58:29","slug":"wesleyan-embracing-customer-centricity","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-us\/case-studies\/wesleyan-embracing-customer-centricity\/","title":{"rendered":"Wesleyan: embracing customer-centricity"},"content":{"rendered":"<section\n    class=\"wp-block-text-block edwp-block layout--spacing-y bg--none\"\n    >\n    <div class=\"wp-block-text-block__container container fade-in\">\n        <div class=\"wp-block-text-block__content wysiwyg\">\n            <p class=\"meta-right-overview\">Alongside Coast, an Elixirr company, we helped Wesleyan, a UK-based insurance firm, embrace customer-centricity by re-imagining their website and focussing on customer life stages, aligning the architecture to the firm\u2019s revised growth strategy.<\/p>\n<p>With the rise of technology, smart phone use and internet access, customers have never faced so many options. In order to be seen in this competitive environment, companies must ditch product-centric strategies and instead fixate on their customers with a laser-focus.<\/p>\n<p>Wesleyan, a UK-based insurance and financial services provider, understood this evolving landscape and initiated an organization-wide transformation program to increase efficiency and embrace customer-centricity. Through re-imagining their website and focussing on customer life stages rather than product categories, we improved Wesleyan\u2019s customer relevance, which would in turn help them to boost online traffic and product conversions. The site is scheduled to go live later this year.<\/p>\n<p>Wesleyan brought in Coast Digital, an Elixirr company, to drive this transformation. Experts in digital marketing, UX and CX design, Coast Digital helped the insurer re-think their information architecture, aligning their website to a revised customer growth strategy and streamlining the user journey.<\/p>\n<h3 class=\"wp-block-heading\"><strong>Why Elixirr and Coast Digital?<\/strong><\/h3>\n<ul class=\"wp-block-list\">\n<li>Having partnered with Wesleyan across their digital transformation program, we understood the business context, strategy and internal challenges associated with the project.<\/li>\n<li>Coast Digital, the latest addition to Elixirr\u2019s House of Brands, was the best firm to help Wesleyan achieve their objectives, bringing market-leading expertise in digital marketing and website optimization.<\/li>\n<li>Coast Digital have a demonstrated track record of achieving measurable results for businesses to help drive traffic, grow brand awareness and encourage conversions. The project team has extensive experience in information architecture, SEO insight generation, and strategies to validate customer insights.<\/li>\n<li>Our experience in strategy alongside Coast Digital\u2019s digital marketing expertise meant we could hit the ground running \u2013 delivering value from day one. With our combined expertise, our team was perfectly aligned to the insurer\u2019s broader digital transformation goals.<\/li>\n<\/ul>\n        <\/div>\n            <\/div>\n<\/section>\n\n\n    <section\n        class=\"wp-block-cards edwp-block layout--spacing-b bg--none wp-block-cards--columns-3  wp-block-cards--content\"\n        >\n        <div class=\"container wp-block-cards__container\">\n            <div class=\"edwp-component edwp-fade-in wp-block-cards__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h2\">\n     <\/h2>                        <\/div>                                        <div class=\"wp-block-cards__cards edwp-row-load\">\n                    <article class=\"wp-component-card edwp-component wp-component-card--content wp-component-card--no-image wp-block-cards__card        edwp-fade-in\">\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                \n            <h2 class='wp-component-card__title'>\n                01 Overview\n            <\/h2>\n                                            <div class=\"wp-component-card__description\">\n                    Wesleyan, a UK-based insurer, wanted to redress the balance between their product and customer-centric offerings in line with an organization-wide transformation program. Having previously worked with Wesleyan, and therefore understanding their business context and strategy, we were engaged alongside Coast, an Elixirr company, to re-imagine the firm\u2019s website through a series of audits and design sprints.                <\/div>\n                                                                                        <\/div>\n<\/article>\n<article class=\"wp-component-card edwp-component wp-component-card--content wp-component-card--no-image wp-block-cards__card        edwp-fade-in\">\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                \n            <h2 class='wp-component-card__title'>\n                02 Outcome\n            <\/h2>\n                                            <div class=\"wp-component-card__description\">\n                    Our work helped boost Wesleyan\u2019s customer relevance, increasing online traffic and driving product conversions.                <\/div>\n                                                                                        <\/div>\n<\/article>\n<article class=\"wp-component-card edwp-component wp-component-card--content wp-component-card--no-image wp-block-cards__card        edwp-fade-in\">\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                \n            <h2 class='wp-component-card__title'>\n                03 Method\n            <\/h2>\n                                            <div class=\"wp-component-card__description\">\n                    Design thinking; content audit; scenario analysis                <\/div>\n                                                                                        <\/div>\n<\/article>\n                <\/div>\n                                            <\/div>\n    <\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--spacing-y bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The challenge<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>Wesleyan are currently undergoing an organization-wide transformation program to improve efficiency and redress the balance between product and needs based content. To support this transformation, they wanted to make sure their website architecture supported and encouraged easy navigation through these life stage journeys. This would also help to increase engagement and product conversion.<\/p>\n<p>Throughout the project, we had three key objectives:<\/p>\n<ul class=\"wp-block-list\">\n<li>To design information architecture that linked customer needs and life stages with relevant product offerings to improve user experience and product conversion rates<\/li>\n<li>To develop a plan to mitigate the risk of website migration whilst accelerating benefits realization<\/li>\n<li>To define a delivery approach and resource structure that supports effective migration and validates user experience through a test-and-learn process<\/li>\n<\/ul>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--none bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The approach<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <h5 class=\"wp-block-heading\"><strong>Audit &amp; review<\/strong><\/h5>\n<p>After reviewing Wesleyan\u2019s existing migration plan, resource model and content audit, we created an up-to-date site map to identify potential improvements. We used this to address, validate and challenge existing design decisions that were previously implemented to satisfy customer needs and internal business objectives. We then used this to design recommendations and identified additional SEO data opportunities.<\/p>\n<p>During these first stages, we conducted a Google Analytics review of Wesleyan\u2019s website, focusing on devices, channel acquisition, user journeys, and content. This helped us to identify patterns in content popularity, engagement and entrance points.<\/p>\n<h5 class=\"wp-block-heading\"><strong>Design<\/strong><\/h5>\n<p>Following the review, we ran a collaborative design sprint to rapidly develop a new information architecture for the client\u2019s website that would optimize the user experience and supercharge conversion rates. During the sprint, we developed an MVP prototype of the website and recommended some data-driven research. The findings from this research could then be used by Wesleyan to validate the new information architecture with customers, could help to mitigate the risk of website migration; and would allow them to continuously improve the user experience.<\/p>\n<h5 class=\"wp-block-heading\"><strong>Planning &amp; support<\/strong><\/h5>\n<p>To help Wesleyan prepare for the website move, we collaborated with their teams and defined potential migration scenarios. This involved identifying benefits, risks, brand impact, timeline, and technical implications. Based on this scenario analysis, we recommended a revised migration approach that would minimize risks and accelerate the transformation\u2019s effectiveness.<\/p>\n<p>We also proposed an updated team structure, sprint approach, and new ways of working. This supported efficient delivery and validated the user experience through a test-and-learn process.<\/p>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-banner edwp-block layout--spacing-y bg--secondary wp-block-banner--content-right\"\n    >\n    <div class=\"container wp-block-banner__container\">\n        <div class=\"edwp-component edwp-fade-in wp-block-banner__content\">\n            <h2 class=\"wp-component-heading wp-component-content__title text--h1\">\n    The value<\/h2>                <div class=\"wp-component-content__content wp-component-content__content--cols-1 wysiwyg\">\n                            <div class=\"wp-component-content__column\">\n                    <p>In just two weeks, we developed a sitemap and navigation for Wesleyan\u2019s new information architecture that optimized the user experience and product primacy, seamlessly guiding users through customer journeys. This included developing prototypes of the website navigation and footer, and developing a detailed sitemap for new and existing content to deliver on Wesleyan\u2019s vision of customer life stage journeys.<\/p>\n<p>Our proposed data-driven research activities supported the information architecture, meaning Wesleyan could continuously improve the user experience and drive transformational change.<\/p>\n<p>Our recommended migration approach, which took into account associated benefits, risks, timelines, brand impact, and technical considerations reduced the risk of moving websites, underpinning the transition and supercharging the execution.<\/p>\n<p>Through recommending a team structure, sprint approach and changes to ways of working, we helped Wesleyan to optimize the effectiveness of the transformation and improve the efficiency of the team.<\/p>\n                <\/div>\n                    <\/div>\n                    <\/div>            <\/div>\n<\/section>\n\n\n<section\n    class=\"wp-block-testimonials-block edwp-block layout--spacing-y bg--none\"\n    >\n    <div class=\"wp-block-testimonials-block__container\">\n                <div class=\"wp-block-testimonials-block__content-wrapper\">\n                            <div class=\"wp-block-testimonials-block__testimonials-wrapper\">\n                <div class=\"wp-component-testimonials wp-block-testimonials-block__testimonials\">\n        <div class=\"swiper-wrapper wp-component-testimonials__swiper-wrapper\">\n                            <div class=\"swiper-slide wp-component-testimonials__slide js-wp-component-testimonials-slide\">\n                        <div class=\"wp-component-testimonial \">\n        <p class=\"wp-component-testimonial__quote\">\n            <svg class='edwp-icon edwp-icon--lrg js-icon wp-component-testimonial__quote-icon wp-component-testimonial__quote-icon-start' aria-hidden='true'>\n                <use xlink:href='#quote'><\/use>\n            <\/svg>Elixirr and Coast Digital have been working with us to transform our digital user journey. Working collaboratively with Wesleyan and utilizing their expertise in strategy, digital marketing and user experience, the team helped us to re-imagine our website, taking it from a more product-focussed experience to one that was fully catered towards our customers. Elixirr&#039;s strong digital capabilities helped set our team up for success by seamlessly transitioning to a new way of working to deliver the website, and reducing the risks that usually accompany a migration and transformation of this size. Elixirr have played a huge part in mobilizing a large, company-wide transformation initiative, that will eventually help us achieve our wider growth ambitions. I look forward to seeing what we can do together next!<svg class='edwp-icon edwp-icon--lrg js-icon wp-component-testimonial__quote-icon wp-component-testimonial__quote-icon-end' aria-hidden='true'>\n                <use xlink:href='#quote'><\/use>\n            <\/svg>        <\/p>\n                    <div class=\"wp-component-testimonial__cite\">\n                Genevieve Kangurs &#8211; Head of Digital, Wesleyan            <\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n            <\/div>\n            <\/div>\n                <\/div>\n            <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":62546,"template":"","related_service":[41],"related_industry":[42],"class_list":["post-1213","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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class=\"wp-component-card__preview-icon\">\n                <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span>            <\/div>\n                        <\/figure>\n        <div class=\"wp-component-card__content edwp-row-load\">\n                                    <p class=\"wp-component-card__eyebrow\">\n                Digital Marketing            <\/p>\n                <a href='https:\/\/www.elixirr.com\/en-us\/case-studies\/wesleyan-embracing-customer-centricity\/' class='wp-component-card__title'>\n            <h2>\n                Wesleyan: embracing customer-centricity\n            <\/h2>\n        <\/a>                                                            <div class=\"wp-component-card__meta\">\n                                            <p class=\"wp-component-card__date\">\n                            06 April 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