Creative CX Partners with RSA: A Journey of Enhanced Experimentation

RSA, a global leader in the insurance industry with over 9 million customers, wanted to scale their already successful experimentation programme to stay competitive, and future-proof their digital products.

By assessing their existing projects, onboarding Optimizely, conducting OKR workshops, and introducing creative ideation techniques, we helped to expand their capabilities.

This led to clearer goals, improved processes, and enhanced team confidence, resulting in the hiring of a dedicated experimentation lead to ensure continuous innovation at RSA.

What was the problem?

RSA had an established and very successful experimentation programme that was integral to their digital offerings in Commercial, Pet, and Home Insurance. To build on their strong results and robust testing culture, RSA wanted to further expand their experimentation efforts to stay ahead in a competitive market and ensure their digital products remained future-proof.

How did we solve it?

To address RSA’s need for expansion, we first reviewed their current experimentation programme to assess opportunities for growth and improvement.

We established a cohesive approach through an OKR workshop, setting clear objectives and key results, and structuring the experimentation roadmap for the year ahead.

We collaborated with RSA to onboard and then create tailored campaigns and extensions within Optimizely, harnessing the platform to meet their evolving needs.

We introduced new ideation techniques during our experimentation days, including the Crazy 8’s and paper-prototyping exercises, to boost creative consistency and confidence within the team.

Our approach emphasised collecting research insights and problem identification before exploring solutions, including best practices for frameworks and processes while tailored training sessions addressed individual and team pain points, fostering a culture of self-sufficiency and continuous innovation.

What issues did we overcome to deliver?

We needed to ensure a smooth integration of new techniques and tools, managing the transition carefully, addressing both the technical and human elements of change. Personalised training helped address individual pain points, ensuring team members felt supported and confident.

Additionally, we established clear communication channels and provided continuous feedback to ensure everyone was aligned throughout the process.

What was the outcome/results?

Our collaboration resulted in a significantly scaled and more innovative experimentation programme.

The Optimizely onboarding, coupled with the OKR workshops and Experimentation days, set clear, achievable goals and instilled confidence within the RSA team.

This structured approach provided a unified roadmap for experimentation, aligning stakeholders and enhancing internal capabilities. The hiring of a dedicated full-time experimentation lead further positioned RSA to continuously refine and enhance their digital offerings.

What next?

The focus will be on maintaining momentum through continuous monitoring and new initiatives. The dedicated experimentation lead will oversee ongoing projects, ensuring best practices and fostering innovation.
This strategic approach will enable RSA to unlock further opportunities for enhancing their digital products, ensuring they will remain at the forefront of the industry.

Testimonial

“Creative CX held us to account on practice, and got us thinking more about our long-term vision, objectives and goals. They introduced us to new techniques for ideation sessions, best practices for frameworks and processes and identified areas for expansion across the business, giving industry best-practice recommendations and advice. It’s been a huge success scaling our existing experimentation programmes, and I am delighted with what they have achieved for us so far.” — Rebecca Smith, Head of Digital RSA. 

If your business faces similar challenges, or if you’re looking to embed or scale an experimentation culture into your organisation, please get in touch. 

Our team can help you stay competitive and future-proof your digital products.