Virtue out of necessity

Vitality

How we dealt with complex legacy issues and transformed user journeys for Vitality.

Transforming a game-changer

An innovative financial services business specialising in health insurance, Vitality has been working with Equator since it de-mergered from the huge Prudential multinational. Moving on from the Prudential’s digital architecture was quite a challenge, but one that we rose to with relish.

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Assessing the job

Vitality needed to protect sales and revenue, moving seamlessly from a range of legacy systems while decoupling from Prudential’s architecture.

We ran a series of technical workshops to establish a detailed understanding of Vitality’s existing systems, seeing opportunities as well as challenges. From there we drew a roadmap showing how we could use their assets to get where we wanted to go.

“As a Silver Sitecore Partner we were ideally placed to create the most effective implementation.”

All about the user

The legacy systems from the Prudential were business-centric rather than based around customer experience. Our strategists and UX specialists used analytical data to highlight possible improvement and establish a new target state for the digital experience.

Making it modular

The solution we hit on was a Sitecore-based modular system. A new customer-centric site now connects directly with Vitality’s systems, transforming their operations and making the digital customer experience engaging and enjoyable.

 

The new site accommodates new products, tools and content. Optimised to work in every channel, it’s built on a solid, future-proof infrastructure. It delivers better data and insights for Vitality, while customers enjoy streamlined, simple application journeys.

 

Since the launch of the site we’ve been working on lots more projects for Vitality, including an innovative new partnership with Disney to promote kids’ health.

The technical stuff

We designed new component-based architecture to make the best use of Sitecore’s personalisation and A/B testing capabilities, linking multiple integrations with fitness trackers to provide a wide range of benefits to end users. By developing an interactive games platform within Sitecore, we were able to work with Disney and Vitality to create a unique suite of games aimed at engaging children with healthy eating, exercise and dental care.

Results

We transformed Vitality’s customer experience by connecting an understanding of audience behaviour to business objectives, all while making the most out of legacy systems. The new site contributed to significant leaps in performance and search visibility.