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Back in 2011 we developed a full car insurance quoting engine complete with a customer dashboard and admin reporting suite for The Co-operative. Although the dashboard looked great back then, it was time for a facelift and a greater focus on device accessibility.

Customer Research

Before we got cracking on the new design, we completed a full analysis of how customers were using the current site. What features were being used most often and where customers saw there could be improvements. All of this information helped plan out the information architecture and content hierarchy. It also gave us some good ideas of how to help the Co-operative interact more with their customers.

The Dashboard

The previous incarnation of the Co-operative dashboard collated driving data across multiple pages. During our analysis, we found that it was taking customers longer than it should to access their statistics with pages feeling repetitive. When re-designing the site, it was envisaged that the dashboard home page would become a one stop shop for all important information and notifications.



With the new dashboard design, customers were able to click graphs to view more detailed views and switch between the basic dial view and graph data. Customers could also personalise their dashboard, moving the widget like boxes around the page which were remembered on return visits. So if Speeding and Cornering were important to a customer, they could move these directly to the top of the page.


The old dashboard had over 25,000 active customers, so the migration needed to be as efficient as possible. Part of this included sending a series of emails to all customers on the lead up to the new site going live. These made customers aware of the new dashboard and built hype around the plethora of new features and functionality which would aid ease of use.

The outcome of creating the new dashboard for The Co-operative has been increased engagement with customers all across the NZ, with important driving information being more accessible than ever.