Police Mutual Digital Transformation

Cuckoo was briefed in early 2018 to lead and manage the digital transformation for Police Mutual with investment of £150K which included; undertaking BAU website updates and campaign work – alongside a wider digital transformation.

The key objective was gaining buy-in from the senior executive team for a new high specification website which would mark the first digital change in over a decade for Police Mutual.

From the outset, we segmented the project into five core stages:

A technical and manual website audit to detect which areas of the website required improvement

Full redesign and build of a new Umbraco website which encompassed a full brand refresh, complete copy re-write, the creation of a suite of iconography and new original photography style

Email marketing strategy for campaign activity and automation

Improve the user journey across all sections and pages of the website to drive conversions

The development of contact forms, smart tools, calculators and call to actions throughout the website


Following the audit, it became apparent that the ‘membership’ sections of the website – a core part of the overall brand proposition – was only receiving a small proportion of the overall website traffic. Therefore, it was agreed that we needed to re-map out some of the key sections for the new website.

We created a separate site map and wireframes for each core area of the business



Membership and wellness

A key area of the membership/wellness section is the Retirement Centre – we created a user journey map that helped pre/post/present retirees find the right advice on retirement and helped them choose a financial product that best suited their current situation.

As part of the conversion optimisation strategy we created a hierarchy of call to actions including buttons, colour, type weight, and placement.

We also carried out a complete overhaul of FAQs / legal content – challenging existing rigid compliance guidelines – simplifying and removing a significant amount.

Complete overhaul of all ‘quote a buy’ journeys for all products.




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