Refining Admiral Law’s client journey

A highly skilled legal team specialising in personal injury claims resulting from motor accidents.

We designed Admiral Law’s website and the gateway to the online client journey while adhering to detailed technology and brand standards set by their parent company—Admiral Group. This need to forge their own identity, while remaining part of the wider Admiral family, was a key consideration in the project and has informed any further developments and maintenance.

Admiral Law Persona 1 — A selection of fictitious personas that were created to aid with audience mapping and definition.

Painting a picture

We fully immersed ourselves in the discovery phase, gaining understanding of Admiral Law as a business while also building a clear picture of their client base. The foundations of the site are built around detailed personas, helping us to address the varying user types and ensure that their needs are not just met, but exceeded.

CORE collaboration

The visual feel of the site needed to be in-keeping with the brand guidelines set out by Admiral Group. By working collaboratively, we delivered a creative vision that met their exacting standards; organising and directing a series of photoshoots that really helped to give Admiral Law the fresh new image evident on their website. We’re passionate about using real photography, featuring real people from within an organisation, in order to present an authentic and believable story.

Maintaining high standards

One of Admiral Law’s major objectives is to give customers unambiguous instructions when they want to get in touch. During our persona development project it became clear that they needed precise signposting for the various types of user journey available to them. Clients are encouraged to use the online claims management portal, but where this may not be appropriate other contact options are made available.

“The team at CORE have been instrumental in the design and development of the Admiral Law website. Moving forwards they continue to assist us to improve our client experience via analytics and reporting, which gives us valuable insights into exactly how our clients are behaving and what we can do to continually improve their experience.”

Hannah Pinches, Head of Admiral Law

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