"Their contribution has been instrumental"
TopFlight have been a fantastic partner in scaling our experimentation efforts at D&G. Their developers quickly became a trusted extension of our team, delivering high-quality A/B tests at speed and introducing engineering practices that enabled us to bring test development in-house.
They balanced speed with innovation, pushing the boundaries of what we test and helping us unlock meaningful wins across core journeys. Their contribution has been instrumental in strengthening our test-and-learn culture and technical capability.
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Case study domestic-and-general
Scaling experimentation, accelerating innovation and building lasting capability at Domestic & General
Technologies
The tech stack we used to build this project
Optimizely
TypeScript
React
GH workflows
Node.js
Webpack
Project summary
TopFlight partnered with Domestic & General (D&G) to accelerate experimentation across its insurance, claims and partner journeys. Working alongside its internal teams, we helped establish a scalable delivery model supporting more than five A/B tests per month, combining rapid development with stronger engineering practices.
The problem
D&G had opportunities to improve customer journeys, but low test velocity and significant development overhead made it difficult to validate ideas quickly. The business needed a more effective way to turn those opportunities into live experiments and measurable improvements.
The challenge
Experiments had to work within complex enterprise platforms, across multiple products and stakeholders. D&G needed to move faster while maintaining reliable deployments and protecting the customer experience, including when testing more ambitious ideas such as AI-powered diagnostics.
The services
TopFlight provided specialist engineering support embedded directly into D&G’s teams. We built A/B tests using Optimizely and feature flags, developed redesigned upsell experiences, clearer protection benefits and registration-flow experiments, and implemented Smart-Fix experiences that introduced diagnostic support before repair bookings. Alongside delivery, we strengthened development practices and helped D&G build its own experimentation capability, so our developers became a trusted extension of the internal team.
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