Top Tasks Analysis
LLOYD’S OF LONDON
Founded in 1686 and famous for insuring unconventional items like the Titannic, Keith Richard’s hands and David Beckham’s legs, Lloyd's of London is the world’s leading specialist insurance marketplace. Providing direct and indirect services to thousands of businesses in hundreds of countries and territories.
In 2021, as part of a much wider digital transformation project, I was brought in to help the Lloyds.com website team understand who was using the website; why they were using it; and how successful the site was in helping them achieve what users set out to do. All without actually speaking to anyone due constraints ranging from the usual time and cost factors to the many difficulties in contacting and conversing with the myriad stakeholders who frequented the visit the site in a way that the corporation, and its regulatory bodies, would deem compliant with the marketplace’s need to stay neutral and fair to those who operate within it.
To overcome these challenges we implemented the Gerry McGovern’s Top Tasks Analysis process, using intercept surveys to answer the three core questions posed and creating a clear lean UX strategy for the site moving forwards.
TRANSFORMATION | INNOVATION | EXPERIENCE DESIGN | SERVICE DESIGN
Agency: Nile | Work: Live Project
