LV on humanising the digital experience

Making the digital brand experience as human as possible for its six million customers is the long-term goal for insurer LV, which last year embarked on a digital transformation project across its entire business.
The project was led by former Aviva marketing director Heather Smith who joined LV in August 2016 as digital transformation director. A year into the role she took control of the transformation programme, which kicked off with an intense 16-week period mapping out every customer j