From pdf to people | Dow Goodfolk, brand strategy, identity, packaging and digital design agency
Dow Goodfolk
Fidelity Life image

From pdf to people

That was the website transformation for Fidelity Life, a New Zealand-owned insurance company. As Fidelity Life’s Jeff Watling (Pioneer – Digital Customer Platforms and Experience) admitted, they used to have a website that was like a pdf. Not quite the people-focus that was at the heart of their entire business. So we followed their own lead and followed the people, rather than the money. Our UX strategy and design looked at what people really needed when they arrived at the site, and how to make their whole journey intuitive. We dove down the rabbit hole of customer needs and enquiry trends - a mega spaghetti junction of different circumstances and desired outcomes. To what end? A lot of dense material transformed into a deceptively simple and very human helping hand.

Fidelity Life image Fidelity Life image Fidelity Life image Fidelity Life image Fidelity Life image Fidelity Life image

“In a two and a half month period Goodfolk have helped create an engaging narrative to tell our story in a unique way. The website is already up and running internally and the feedback is overwhelmingly positive, particularly on how intuitive the design is, and how fresh and engaging it is for our brand. When we first met with Goodfolk, I described our existing website as a glorified pdf document that we didn’t want anyone to see. We now have something that our organisation can be proud of” - Jeff Watling, Pioneer – Digital Customer Platforms and Experience