28 November 2022

Improving user experience and engagement for Direct Line Group brands

Summary: A range of design and development services to update, maintain and improve two of the group’s websites, NIG.com and FarmWeb.co.uk, and provide creative assets for Churchill Insurance.

Client: Direct Line Group

Project title: Improving UX

Timescale: October 2020 – October 2023


Direct Line Group (DLG) wanted to update their NIG.com and FarmWeb.com sites, improving UX and engagement via a content and design refresh. They also required a complete CMS, platform and hosting migration of the existing NIG website. In addition to this work, DLG requested that Aphra assist Churchill with an internal communications campaign.


Aphra conducted extensive stakeholder research, user journey, and site and functionality mapping for both the new NIG.com and FarmWeb.com sites.

Aphra worked with NIG to rebuild their site in WordPress. This included creating a WordPress CMS that could easily be utilised by the client’s in-house team. CMS training was provided once the sites went live. A further achievement has been all urgent requests are responded to <24-hours and our hosting solution achieved an RPO (Recovery Point Objective) of <15-minutes and an RTO (Recovery Time Objective) of zero minutes. Coordinating with NIG’s brand agency, we were also instrumental in developing a refreshed visual identity ready to launch in tandem with the site.

Aphra’s collaboration with FarmWeb included a brand refresh and new website. Our design work gave Farmweb a clean and fresh visual identity, using bespoke icons and video to enhance user engagement on their site, creating a more modern presence for their established brand. We are continuing to work with FarmWeb on their SEO and site content, as well as email and social media campaigns.

Aphra was also referred to Churchill who needed an accessible and engaging video to promote their services via internal communications. We created a script to highlight their key services and designed a playful storyboard focusing on the use of animation for maximum user engagement. Aphra planned, illustrated, and animated the video, providing a finished product that received excellent feedback from the client.

Aphra continues to work with all three divisions of Direct Line Group, helping them tell their story through:

  • Brand development
  • Website development
  • SEO
  • Video
  • Animation
  • Social media campaigns
  • Email campaigns

A creative agency focussed on strategy & storytelling for ambitious organisations

[email protected]

01206 912914

Unit 3, Blue Barns Business Park, Colchester, Essex, CO7 7FX

© Aphra — Strategy & creative that deliver meaningful change for your business