Direct Line Group

Evidence Based Design - Direct Line Group

In its early days of its existence, the Direct Line Group had a reputation for innovation and creativity. During the period of RBS’s ownership, a more corporate brand and approach was superimposed onto them. 


The Direct Line Group (DLG) is Britain’s leading personal lines motor and home insurer as well as a provider of SME commercial insurance. The Direct Line Group operates a multi-brand, multi-product and multi-distribution model under the Direct Line, Churchill, Privilege, Green Flag and NIG brands – offering a range of motor, home, rescue, pet, travel and commercial insurance products.

Over the past few years DLG has completed a workplace transformation to improve its efficiency, whilst developing its position in an increasingly competitive market place. DLG is now on a mission to make insurance much easier and better value for its customers and is seeking to re-establish the innovative culture that projected it forward in the early days of its existence.

The Direct Line Group see ‘new ways of working’ forming an integral part of unlocking and accelerating their people potential, and are looking to use the design of their workplaces to act as a catalyst to transition to this new culture. To assist with this, we at AWA have provided a range of services:

  • Workplace utilisation studies in the group’s buildings in Leeds, Bromley and Glasgow, covering some 5,500 people
  • Workplace studies, on-line profiling and structured interviews in order to develop a new workplace proposition for HR colleagues in Leeds
  • Studies to develop a new model for DLG’s call centres

Advanced Workplace Associates (AWA) also implemented our own research on Knowledge Worker Productivity. By blending the results from this research with the earlier studies, we were able to put forward a compelling ‘science backed’ Proposition addressing workplace design, IT infrastructure, working practices and a cultural change template for the Direct Line Group and its new workplace.