Discovery
AI and technology
AI-powered ideation
Our clients had a need to power their ideation process with AI. We built OptiPilot AI, a tool scans that a webpage and consumes various data formats to generate hypotheses for A/B tests.
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Case study domestic-and-general
Helping Domestic & General drive innovation and experimentation through rapid delivery
Technologies
The tech stack we used to build this project
Optimizely
TypeScript
React
GH workflows
Node.js
Webpack
Project summary
TopFlight has partnered with Domestic & General (D&G) to build a scalable experimentation delivery program that supports rapid ideation, delivery, and innovation across their core customer journeys. Using Optimizely’s client-side and feature flag capabilities, we’ve helped D&G unlock a new level of agility; consistently delivering over five impactful A/B tests per month. This ongoing partnership has resulted in measurable wins across D&G’s core insurance and partner flows, contributing to revenue growth, operational efficiency, and a growing experimentation culture inside the business.
The problem
As a large enterprise with complex insurance journeys and multiple product verticals, D&G needed a more agile, structured approach to experimentation. Test velocity was low, and there were challenges getting new features validated and deployed without heavy development overhead. The business was also seeking ways to drive innovation; not just incremental CRO gains, but truly transformative ideas that could reshape customer experiences and improve long-term performance.
The challenge
Building experiments within a large organisation means balancing speed with control; ensuring tests are not only launched quickly, but done so with confidence and rigour. At D&G, this meant operating within existing platform constraints, managing multiple stakeholders, and maintaining clean deployment practices across test environments. Additionally, D&G needed to validate new, high-impact ideas (like AI tools) through experimentation without risking their core customer experience.
The services
Through our close partnership with D&G, we’ve worked as an extension of their internal teams, helping define, deliver experiments with consistency and speed. Leveraging Optimizely’s client-side and feature flag features, we introduced a scalable experimentation delivery model enabling more than five tests per month across insurance, claims, and partner journeys. Our team has played a key role in shaping D&G’s experimentation culture. We also helped deliver a cost-saving AI-powered chatbot proving out its value before full rollout. This not only improved diagnostics during the claims process but also sparked a broader internal AI innovation initiative.
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