Domestic and General

Insurance / FinTech / B2C

From Watchdog to Web Chat: D&G's Surge for Service Evolution

10,000

Customer Queries Handled

93%

Handled Rate

Proven

Channel Concept

Tablet display showing the Dr. Foster healthcare portal interface with a darkened blue overlay and prominent white 'Portal by dr foster' branding text. The background shows the healthcare dashboard with various clinical tools including patient re-ID and mortality comparison features.
Tablet display showing the Dr. Foster healthcare portal interface with a darkened blue overlay and prominent white 'Portal by dr foster' branding text. The background shows the healthcare dashboard with various clinical tools including patient re-ID and mortality comparison features.

Overview

Several years before D&G fully embraced the omni-channel landscape, a surge in client washing machine failures, culminating in a BBC Watchdog feature, presented a critical challenge.

Beyond simply diverting the immediate influx of calls, the imperative was to protect the entire customer journey and strategically introduce a new, future-proof communication channel. Tasked with this high-pressure initiative, I led the team to launch Domestic and General's inaugural live chat function – not just as a reactive fix, but as the foundational step in a broader strategy to enhance customer communication and service delivery in an increasingly digital world.

This case study details how, within an unprecedented two-week timeframe, a combination of rapid execution, data-driven insights, and user-centric design transformed a crisis into an opportunity, establishing Live Chat as a cornerstone of D&G’s evolving omni-channel strategy and achieving immediate query resolution while setting the stage for long-term customer engagement improvements.

• The name of the client has been changed to LaundryCo in this case study for contractual reasons

Dr. Foster Healthcare Portal UX evaluation showing 'Key Homepage Issues' with annotated critique of the current design. The interface screenshot is surrounded by callouts identifying problems including poorly optimized navigation, excessive white space, broken news feed, accessibility issues with contrast, and absence of proper branding elements.
Dr. Foster Healthcare Portal UX evaluation showing 'Key Homepage Issues' with annotated critique of the current design. The interface screenshot is surrounded by callouts identifying problems including poorly optimized navigation, excessive white space, broken news feed, accessibility issues with contrast, and absence of proper branding elements.

To ensure consistency across channels the Live Chat solution was optimised for both mobile and desktop

The Challenge

A Marathon in a Sprint

With just 2 weeks to go live and a mountain of work ahead, a relentless focus on the Minimum Viable Product (MVP) that truly met both customer and business needs was paramount. As Design Leader, I structured our delivery plan around rapid scrum sprints, employing a hybrid approach of Design Thinking and Lean Agile principles, mirroring the focused intensity of Google Ventures Design Sprints. This agile framework allowed for iterative progress, constant adaptation, and maximum efficiency under extreme time pressure.

Consistency across Channels

Maintaining D&G's position as the UK's leading appliance care provider demanded that any new channel seamlessly integrate with existing service standards. Crucially, we ensured that handling and resolution performance, directly linked to customer satisfaction, remained consistent across all touchpoints. My leadership emphasised a unified customer experience: all channels, including the new Live Chat, had to deliver the same core outcomes and provide a consistent, reliable information stream, reinforcing brand trust during a sensitive period.

Dr. Foster Healthcare Portal UX evaluation showing 'Key Homepage Issues' with annotated critique of the current design. The interface screenshot is surrounded by callouts identifying problems including poorly optimized navigation, excessive white space, broken news feed, accessibility issues with contrast, and absence of proper branding elements.
Dr. Foster Healthcare Portal UX evaluation showing 'Key Homepage Issues' with annotated critique of the current design. The interface screenshot is surrounded by callouts identifying problems including poorly optimized navigation, excessive white space, broken news feed, accessibility issues with contrast, and absence of proper branding elements.

Current state User Journey indicating potential issues if no action taken prior to influx of calls

Process & Iteration

Calculating the Conundrum of Choice: Data-Driven Channel Diversion

To determine the potential for call diversion to digital channels, a robust data-driven approach was essential.

I initiated a multi-faceted research effort, leveraging:

D&G Plan Database Mining

Analysing historical data to determine the number of customers affected and potential volume of contact queries.

Historical Call Reports

Identifying peak call volumes and patterns as well as similar events in the past to determine potential effect on current planned volume.

Client Guidance

Incorporating LaundryCo information and guidance regarding the models affected

Secondary Research

Supplementing internal data with external insights from Ofcom, The Department for Climate Change, ONS, and Statista to understand broader digital literacy trends and channel preferences within target demographics.

This comprehensive data analysis provided a quantifiable basis for estimating Live Chat adoption and setting realistic diversion targets, ensuring our solution was grounded in evidence, not just reactive assumptions.

Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.
Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.

Key statistics uncovered by secondary research

Channeling the Inner Customer: User Empathy Under Pressure

While quantitative data provided essential context, understanding the human element was equally critical, even within the tight timeframe. To gain deeper empathy for the customer experience, we conducted targeted user research:

Internal Staff Interviews as User Proxies

Recognising time constraints for external user testing, we strategically interviewed D&G staff members whose demographics aligned with age groups identified in Ofcom and DCC reports as key customer segments. These staff members acted as valuable user proxies, allowing us to efficiently capture insights into pain points, emotional responses, and channel preferences relevant to our target audience.

Scenario-Centric User Stories: Focusing on Context, Not Just Demographics

To ensure user-centricity in our design, we moved beyond traditional demographic personas. As Design Lead, I directed the team to develop scenario-centric user stories, emphasising context over purely demographic data. With no sales objectives for this initial Live Chat implementation, our focus shifted to understanding:

User Scenarios

What situations would customers be in when contacting D&G, particularly in relation to appliance failures and the Watchdog feature?

Channel Choice Drivers

How would these specific scenarios influence their channel selection – call vs. Live Chat – and what were their underlying needs and expectations for each?

This scenario-based approach allowed us to design a Live Chat experience directly tailored to the likely needs and contexts of customers contacting D&G in the wake of the appliance issues, maximising relevance and effectiveness.

Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.
Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.

Qualitative preference insights from proxy interviews

Form and Function with a Familiar Face: Minimising Cognitive Load

Guided by the API limitations of the chosen chat software, we prioritised a minimalist layout, consciously mirroring the familiar interfaces of existing chat and messaging services to reduce user learning curves and cognitive load during a potentially stressful interaction.

Key design decisions, driven by usability best practices, alignment with existing D&G brand and website, and informed by our rapid user research included:

Generous White Space

To improve readability and reduce visual clutter in a fast-paced interaction.

Simple Brand Colour Scheme

To maintain brand consistency without overwhelming users with excessive visual noise.

Appropriate Contrast Ratio

Ensuring accessibility and readability for all users, especially under stress and potentially varying lighting conditions.

These deliberate design choices aimed to create a Live Chat interface that felt intuitive, efficient, and reassuring, minimising cognitive burden for users seeking urgent support.

Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.
Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.

Initial design sketches of the Live Chat solution

Breaking Down Barriers and Building Rapport: Clear and Consistent Communication

Communication strategy was paramount. As Design Leader, I emphasised clarity, accessibility, and consistency in all Live Chat interactions:

Plain English

Communication was meticulously crafted in plain, easily understandable language, removing jargon and technical terms to ensure clarity for all users.

Dr. Foster Health Information Portal (HIP) dashboard displaying various healthcare analytics tools including Health Information Portal, Early Warning Mortality, InFocus Patient Re-ID, and Mortality Comparator modules. The interface shows news updates and favorites sections with a University Hospitals Birmingham NHS Foundation Trust header.
Dr. Foster Health Information Portal (HIP) dashboard displaying various healthcare analytics tools including Health Information Portal, Early Warning Mortality, InFocus Patient Re-ID, and Mortality Comparator modules. The interface shows news updates and favorites sections with a University Hospitals Birmingham NHS Foundation Trust header.

Voice and Tone style were mapped against D&G values and Brand Promise to inform call & chat scripts

Consistent Messaging Across All Touchpoints

We ensured that the Live Chat communication seamlessly aligned with messaging across all other D&G touchpoints, reinforcing a unified and reliable brand experience.

Portal Design System documentation page showing UI patterns for navigation and alerts. The left side displays alert anatomy with labeled components, while the right side shows header anatomy and examples. The page has a blue background with white content cards and includes Dr. Foster Health branding.
Portal Design System documentation page showing UI patterns for navigation and alerts. The left side displays alert anatomy with labeled components, while the right side shows header anatomy and examples. The page has a blue background with white content cards and includes Dr. Foster Health branding.

Multi-channel flow to illustrate IVR and query traffic journeys

This focus on clear, consistent, and user-friendly communication aimed to build rapport and trust with customers during a sensitive interaction, transforming a potentially negative experience into a positive brand touchpoint.

Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.
Stakeholder workshop findings for the Telstra Health portal redesign, organized in four categories: User Experience, Content & Communication, Functionality & Features, and Branding & Strategy. Each section lists identified issues such as inconsistent design, unclear value proposition, fragmented support features, and weak brand identity. The slide uses a blue background with white content cards and Telstra Health/Dr Foster branding.

Multi-screen views of the Live Chat solution

Taking the High Road Through Rapid Testing: Validation Under Time Pressure

The extreme time constraint dictated a pragmatic and rapid testing approach. We implemented high-fidelity prototypes, embedded within a dummy page on the live D&G website to simulate the real user environment. Testing focused on:

Agent-Based Testing (User Proxies)

D&G agents who closely matched our user personas were recruited for testing, providing realistic user feedback within the available timeframe.

Touchpoint Choice Assessment

Agents were first observed in their natural channel selection (call vs. chat) when presented with typical user scenarios.

Feedback on Live Chat Experience

Agents then used the Live Chat prototype to process queries and provide detailed feedback on usability, flow, and overall effectiveness.

Alternative Route Testing

Agents were asked to repeat actions using alternative channels to compare experiences and identify pain points across different touchpoints, informing further Live Chat refinements.

This rapid, agent-based testing provided crucial validation and iterative feedback loops, allowing for final-stage refinements to the Live Chat functionality before the critical go-live date.

Solution & Impact

Success: Crisis Mitigated, Channel Established, and Future Potential Unlocked

The rapid implementation of the Live Chat function demonstrably mitigated the crisis, successfully managing an influx of 10,000 customer queries without any degradation in handled rates or service quality.

Beyond immediate crisis response, this initiative achieved:

Establishment of a New Customer Communication Channel:

Live Chat became a permanent and valuable addition to D&G’s customer service ecosystem, offering customers greater choice and accessibility.

Foundation for Omnichannel Strategy

Live Chat served as a crucial first step in D&G's broader journey towards a comprehensive omni-channel customer communication strategy, paving the way for future digital service enhancements.

Detailed view of the Telstra Health UK and Dr Foster healthcare portal interfaces showing multiple screens with healthcare analytics tools. Features include performance metrics, early warning mortality tools, patient re-identification services, and InFocus patient re-ID functionality. The interface displays dashboards with recent diagnoses data, news sections, and contact information with support options.
Detailed view of the Telstra Health UK and Dr Foster healthcare portal interfaces showing multiple screens with healthcare analytics tools. Features include performance metrics, early warning mortality tools, patient re-identification services, and InFocus patient re-ID functionality. The interface displays dashboards with recent diagnoses data, news sections, and contact information with support options.

Desktop view of the hero section and Live Chat solution

Achieving Against the Odds

Lessons Learned:

Extreme Time Constraints Demand Ruthless Prioritisation & Focus on MVP: Success under intense pressure requires unwavering focus on core value and efficient, agile methodologies.

Data & User Insights, Even Rapidly Acquired, are Crucial: Informed decisions, even with limited research, are superior to reactive guesswork, even in crisis situations.

Internal Stakeholders Can Be Valuable User Proxies: Leveraging internal staff for rapid user feedback can be an effective strategy when direct user access is limited by time.

Crisis as Catalyst for Innovation: Urgent challenges can be powerful drivers for rapid innovation and the implementation of strategically valuable, long-term solutions.

Establishing a New Channel Requires Holistic Consistency: Success hinges on ensuring consistent messaging, performance, and customer experience across all touchpoints, reinforcing brand trust.

"Michael's background in forecasting and service design was exactly what we needed during this critical period. His strategic vision helped us transform a potential crisis into an opportunity, while his practical understanding of behavioural science and design thinking meant our live chat implementation wasn't just successful - it maintained our contact center KPIs. The ability to accurately predict and plan for surge volumes while maintaining customer experience was impressive…"

Account Manager

Domestic and General

Skills Used

Crisis Management & Rapid Execution / Strategic Design Leadership / Service Design / Omnichannel Strategy / Lean Agile & Design Thinking / User Centred Design / UX Design / UX Research / Rapid Prototyping & Testing / Accessibility / Experience Mapping / Cross Functional Collaboration / Stakeholder Management / UX Writing / UX Copy

© 2025 Michael J. Preston

Matlock, Derbyshire UK