Case Study

Irish Life Group


Strata3 began working with Irish Life in 2018 as strategic digital partner initially with Irish Life Health and subsequently during 2019 with its Group leadership team on a set of digital strategy initiatives.

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The building blocks of the new digital strategy

In 2018, Irish Life commissioned Strata3 to review the current digital operating model within the organisation & advise on an optimum approach for the future. As an initial discovery exercise to inform this work, Strata3 conducted a number of interviews & workshops with key Irish Life stakeholders. The scope of this consulting work project focused specifically on 3x initial deliverables, namely:

  • 1. Digital Guiding Principles as the building blocks of a digital vision.

  • 2. Digital Operating Model to align the digital functions & bring the guiding principles to life.

  • 3. Digital Governance framework to ensure an effective digital operating an associated governance framework, shaped by the guiding principles, frameworks and organised as a set of regular meetings. It is designed to ensure full alignment between business and IT in the sharing of roadmaps with a group level oversight on governance, prioritisation & delivery of the digital strategy.

As an initial discovery exercise to inform our work, Strata3 conducted several interviews, workshops & meetings with key Irish Life business & IT stakeholders. The outputs from these sessions helped to form the basis, rationale & frameworks for guiding digital principles, operating model & governance.

Strata3 are retained to support the senior digital leadership to continue to develop the strategic direction for digital for Irish Life Group, whist working actively on the Irish Life Health brand.

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The challenge

  • Health insurance is a complex area and hard to understand for customers

  • Lack of confidence in purchasing online without speaking to someone first

  • Website and quote/sales flow were hosted on different servers

  • Ensuring that compliance requirements are met, and the website is transparent for customers

The Strategy

  • To provide best in class user experience for finding and purchasing health insurance online

  • Allow a user to find a plan and get a quote from over 100+ plans available online

  • A more conversion focussed site

  • A user-centered design

  • CMS to enable easy content editing

  • Ongoing conversion rate optimisation

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The implementation

  • Very user-centred focus on this project

  • Workshops to explore several different possible ways to do the core sales journey

  • Usability testing and customer interviews on competitor and peer insurance sites from around the world to find out what works and what doesn't

  • Mobile-first design approach with a focus on conversions

  • Further usability testing done on the initial designs to validate and improve them prior to development

  • After site launch a final round of usability testing was done to find any other blockers and to kick-off the site optimisation process - constant improvement & iteration

  • Since then we've been working hard on improving the site to increase sales online and remove any blockers from the site

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