Project - Two year digital transformation programme for Jelf, who offer small business insurance
Product /service - Long-term service design and digital roadmap. Responsive website, staff training.
Duration - 18 months to website first release
Team - Product owner, BA, UX designer /researcher, visual designer, developers, QA, domain specialist advisors
Activities - Service safari, service design, Design Thinking training, digital road-mapping, UX design, prototyping. 
Deliverables - Service blueprint, digital roadmap, user story map, Invision prototype.
Outcome - Company learning to adopt new techniques, following digital roadmap and service blueprint for multiple year digital development programme. New site launched in 2018 as platform for future development. 

Before and after: Jelf's main site - one of dozens - in 2016 at project start, and the new, responsive site today. The new site marked the first significant milestone in our digital transformation programme.

Digital transformation goals and themes. Results of a stakeholder workshop with Jelf senior leadership team, setting out the benefits to customers and internal staff, that should be felt as the project progresses.

Service safari: Pancentric staff carried out eight co-creation workshops in eight Jelf regional offices with insurance brokers. This gathered a wealth of insights on customer needs and allowed us to map the current Jelf insurance service from a customer point of view. Opportunities and ideas for improvement came from Jelf staff.

Pancentric spent a week in each office and carried out customer and internal staff interviews and observational studies, in addition to workshops. At the end of each week, insights were presented back to staff. These are a selection of insights and new ideas from staff. 

Eight customer personas, created after the service safari. All information came directly from customers or insurance brokers who interact regularly with customers. There are eight because of the wide range  of industries Jelf covers.

Three service blueprints were created after the service safari, to summarise today's customer experience and identify pain points. All information used in devising these was collected first-hand through the safari research.

Referencing personas and service blueprints, as well as long-term goals from senior leaders, the project team created a three year digital roadmap. The first stage required launching a new, responsive website that could cater for the features and extensions planned for later phases.

User journey maps for the new site. Pancentric considered needs by persona when planning scope and priority of the new site, creating draft user stories and planning out expected routes before devising an IA.

Page mockups from the design team, arranged under user stories, and referencing them to decide upon UI modules, page layout, priority and language. The entire team reference this online board to stay organised, find latest designs and discuss,

UX and visual design for pages and components, evolving over several iterations and months, and in parallel with front-end development. The team experimented with Axure but decided to use Invision interactive prototyping for this particular project. Desktop and mobile prototypes.

The new responsive site at launch, February 2018. This marked the end of phase 1 of the digital transformation programme.

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