#cimdigital 2014 - ash roots

CIM Digital Summit | Ash Roots | June 2014

Contents

1. Me2. About a year ago3. What we’ve done4. Key learnings5. What’s next?

Me

@ashroots

About a year ago

About a year ago

About a year ago | Starting from scratch

1. Easy to change quote & buy.2. Become agile. Fast & cheap to market.3. The quote & buy experience.4. A new digital foundation.

About a year ago | Digital transformation

What we’ve done

What we’ve done | A team of digital experts | Over 50 new roles

About a year ago | Built a load of sites | privilege.com | Dec 2013

About a year ago | Built a load of sites | blog.greenflag.com | Jan 2014

About a year ago | Built a load of sites | directline.com | Feb 2014

About a year ago | Built a load of sites | privilege.com | Mar 2014

About a year ago | Built a load of sites | dlglegalservices.com | Mar 2014

About a year ago | Built a load of sites | DrivePlus portal & app | Apr & May 2014

About a year ago | Built a load of sites | greenflag.com | Go live TBC

About a year ago | Built a load of sites | Improved performance

10% 18%Mobile & tablet conversion Overall conversion

+ +

Key learnings

1. Buy in at all levels2. Building the right team3. Decisions without emotions4. Creating a digital culture

Key learnings | Buy in at all levels | Comms campaign

Key learnings | Buy in at all levels | Microsite

Key learnings | Buy in at all levels | Involving people in development

Key learnings | Buy in at all levels | Sharing data

Key learnings | Buy in at all levels | Cloud based tools

Key learnings | Buy in at all levels | Show not tell | Rapid prototyping

Key learnings | Buy in at all levels | Show not tell | Rapid prototyping

Key learnings | Buy in at all levels | Collaboration

Marketing Servicing

Comms Digital

Key learnings | Buy in at all levels | Use brands to influence

Key learnings | Buy in at all levels | Be brave and try different things

Key learnings | Buy in at all levels | Be brave and try different things

Key learnings | Buy in at all levels | Seed your ideas

Key learnings | Building the right team | Right structure

Strategy Performance Insight Delivery Design

Bring the future closer Optimising commercialperformance

Insight at the heart Project management,content and build

Our in-housecreative team

Key learnings | Building the right team | Key resources in house

Key learnings | Building the right team | Clear mission

Key learnings | Building the right team | Targeted recruitment approach

Key learnings | Building the right team | Develop team

Key learnings | Decisions without emotions State problem & agree objectives

Get all relevant parties in a room

Agree assessment criteria & prioritise

Agree sign off approach

Throw out the options

Timebox individual

investigations

Assess collectively, use independent

moderator

Key learnings | Creating a digital culture | Digital mindset

Key learnings | Creating a digital culture | Digital mindset

Digital transformation = culture change

Key learnings | Creating a digital culture

“Culture is the patterns of behaviour that are

encouraged or discouraged by people

and systems over time – switch points”

– Ned Morse.

Key learnings | Creating a digital culture | Have clear beliefs

Experimentation moves us forward.Data and insight drives performance.Put the customer experience first.Be open and collaborative with others.

Key learnings | Creating a digital culture | Leadership & role modelling

Ted movement

Key learnings | Creating a digital culture | Systems, symbols & processes

What’s next?

What’s next | The next 18 months

Optimisation and performanceNew features and functionality

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Thanks