Adrian Flux

MyAdrianFlux, its customer web portal, is where policyholders manage everything from renewals to documents and Direct Debits. While the portal provided a strong foundation for customers to manage their policies online, there was a clear opportunity to take the experience further. Adrian Flux wanted to build on the existing foundation with a portal that made self-service simpler, created more opportunities for engagement, and delivered greater value at every interaction.

Adrian Flux turned to Apadmi to help turn everyday policy management into a more intuitive, rewarding digital experience. The aim was to reduce friction and enable self-service, while creating new ways to strengthen relationships and encourage deeper engagement.

Designing a better experience at every step

Apadmi’s Customer Research team began with surveys, customer interviews and usability testing to understand how people were using the portal and where the experience could be improved. We also looked at competitor experiences and spoke to key stakeholders at Adrian Flux, with clear scope and KPIs defined from the outset to keep the work focused on what mattered.

Our research shaped five design sprints, taking the experience from user journeys and wireframes through to interactive prototypes and build-ready UI. Every stage was tested and refined against what we’d learned from customers.

A friction-free customer experience

Microsoft Clarity metrics show the redesign eliminated significant user friction. Rage clicks fell by 38.75% and dead clicks dropped by 28.6%.

Customers are also engaging more deeply while completing tasks faster. Pages per session increased by 55.1% and active time on the portal grew by 20%, yet total time spent actually fell by 20.3%—indicating that customers are exploring more of the portal and finding what they need with far less effort.

Skyrocketing engagement and portal traffic

The portal has seen a step change in traffic since launch. In month one, unique monthly visitors grew by 71.5%, and peak daily traffic more than doubled, up 149.5% to a maximum of 100,060 daily visitors, from 40,100 previously. Full sign-ups rose by 5.3%, pointing to a smoother, more intuitive onboarding journey.

Six months on, Adrian Flux are regularly seeing 40-50% more users accessing the portal compared with the same period last year.

Operational and processing efficiencies

The redesign has had a direct effect on back-end and administrative processes. Customers are returning vital documents, such as their No Claims Bonus, significantly faster. Apadmi tracked the time it took customers to complete the process, from the initial request through to submission and verification.

Customers now complete it 1 day and 12 hours faster when measured from the policy start date, and 2 days and 17 hours faster when measured from the policy inception date. In both cases, the redesign has cut more than a day from the process.

Authentication also got simpler. When a customer verifies their identity in the portal, the default route is a one-time passcode sent by SMS, with an automated phone call (IVM) available as a fallback. The number of customers needing that fallback call dropped by 21.6%, meaning far more customers are now completing verification smoothly through the simpler default SMS option, without ever needing to fall back to a phone call.