Cake & Arrow

BACKGROUND

Introduce your business and what you do there.

I'm the former president of Insuresoft.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We needed a complete redesign of our policyholder software's UI/UX. We had outdated software where our policyholders made payments and accessed their information, and we needed major help to improve it.

SOLUTION

What was the scope of their involvement?

Initially, we walked Cake & Arrow through a demo of our existing product so they could understand the functionality we needed. We then worked with the team to develop a list of the required features and functions. At that point, Cake & Arrow had researched on their own since they were familiar with the insurance space. We spent a lot of time talking about the feeling we wanted to convey in our product, and the team came back with three different options for the design. 

After selecting one design, Cake & Arrow dug into the details using Figma and delivered the final UI/UX design. 

What is the team composition?

We worked with a project manager, a software architect, and a business analyst. An executive was also present throughout the project.  

How did you come to work with Cake & Arrow?

Cake & Arrow was referred to us by an insurance industry analyst firm.
How much have you invested with them?

We spent between $125,000–$150,000 on this project.

What is the status of this engagement?

We worked with Cake & Arrow from June 2022–October 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We looked at this project as a trial run for potentially bigger projects with Cake & Arrow. Our engagement resulted in the refresh of our existing product and the opportunity for our company to upsell it as a new product to a segment of our end clients. Around 20% of our existing customers took that new product option, and it's the only product option we'll sell moving forward. 

More importantly, the project had a significant impact on our client base and marketing efforts. We received good feedback about our software's new design, and this product opened the door to new sales opportunities that went well beyond Cake & Arrow's work. This project is an add-on sale to a larger suite solution, and we saw an uptick in qualified sales leads based on the changes that Cake & Arrow performed.

I want to congratulate the entire Cake & Arrow team. The team understood they were experts and were there to help us. 

How did Cake & Arrow perform from a project management standpoint?

Cake & Arrow's project management was fabulous and a strong point for their team. Cake & Arrow kept us on task and well-informed through Zoom calls. In addition to the teammates we worked with daily, we had weekly calls with Cake & Arrow's executives to ensure we were happy with the project's progress. Cake & Arrow delivered work ahead of schedule and came under budget because they were so good at helping us manage the scope so that we could stay within budget. 

What did you find most impressive about them?

Cake & Arrow's biggest strength was their knowledge of the insurance space. We didn't have to teach the team about our business because they came in knowing it very well. 

Are there any areas they could improve?

I can't think of anything for Cake & Arrow to improve. We went straight from this project into a larger investment and plan to continue working with the team. 

Do you have any advice for future clients of theirs?

I suggest having a call with Cake & Arrow after reviewing their case studies and previous work because you'll be hooked. You can find the company's approach to business on their website. We contacted them because their values aligned with ours, and I didn't have to look any further. 

BACKGROUND

Introduce your business and what you do there.

 I’m a senior product manager at Texas Mutual, a workers' compensation insurance company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We needed Cake & Arrow to help us in an area of our enterprise regarding IT security. We wanted them to develop a roadmap to help us improve in that regard, as were struggling with predictability, understanding the work that had been done, and planning.

SOLUTION

What was the scope of their involvement?

Initially, we had a little Slack conversation with Cake & Arrow to understand the project requirements. Then, they interviewed staff within our company who were facing security issues to understand their pain points and expectations. Their team was also trying to understand where they could lean in and provide assistance. From there, Cake & Arrow interviewed our security staff to get their information as well.

After that, Cake & Arrow came on-site with us, and we spent 2–3 days going through the exercise of revisiting requirements and developing a plan to deliver on our roadmap for the security space. The process required a lot of engagements; we engaged 6–10 times along the way. Those engagements were made to ensure that they got all the right information to help them better serve us.

Once Cake & Arroy was done with the assessment work, they provided us with roadmaps, presentations, and recordings of us discussing the entire engagement. They also presented their findings on how their engagement assisted us in developing our plan moving forward.

What is the team composition?

We worked with two teammates from Cake & Arrow: Jennifer (Director of Program Management) and a digital strategist.

How did you come to work with Cake & Arrow?

My leadership had worked with them in the past before this project. Thus, I was referred to Cake & Arrow by my leadership so that we could work on this project under my management now.

How much have you invested with them?

We spent around $150,000.

What is the status of this engagement?

We worked together on this project from December 2023–March 2024. It was a four-month project, considering that we were trying to find time in everyone's calendars.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Cake & Arrow successfully delivered the roadmap we wanted to develop. Now, we're leveraging that roadmap to create our internal security roadmaps. Thanks to this, we've seen our security team plan more effectively and look at things from a different perspective for our work environment, ensuring that there aren't unidentified dependencies and impediments. We continue to create delivery roadmaps, so as far as progress, we're seeing great progress in that regard. However, we haven't finished yet.

As for the overall quality of Cake & Arrow's work, their quality of work was top-of-the-line. They were very detailed in their approach and listened to all our comments and concerns. During the discovery and information-gathering process, they took their time to get as much information as they could to ensure that they were delivering upon requirements.

How did Cake & Arrow perform from a project management standpoint?

Cake & Arrow met the deadlines and were very flexible when we were trying to find time in our calendars for this project. We were all very busy across our different groups, but Cake & Arrow still met the timeline. As for communication, we communicated with them via email, Microsoft Teams, Zoom, and text messages. We used all forms of communication, which proved that Cake & Arrow was very communicative. They were very easy to work and get in contact with.

Are there any employees from the service provider's team that you would like to give a shout-out to in this review?

Both teammates from Cake & Arrow were outstanding. They were very patient, diligent, detailed, easy to work with, and great at listening. In a word, they were awesome.

What did you find most impressive about them?

The most impressive thing about Cake & Arrow was the way they worked. It didn't feel like we were working with a third-party vendor. On the contrary, once they met our team, they felt like part of that team. In fact, I felt as if they had been a part of our team for a long time. The way they inserted themselves into the work we were trying to accomplish made them a great partner to work with.

Are there any areas they could improve?

I have nothing but positive things to say about Cake & Arrow. They checked all the boxes that we asked for and even went above and beyond for some of our requirements.

Do you have any advice for future clients of theirs?

Ensure that you're open and upfront about your expectations, have clear requirements, and be prepared to have a great partnership.

BACKGROUND

Introduce your business and what you do there.

I'm the VP of corporate strategy and CPO at a company that provides worker's compensation insurance in Texas.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We hired Cake & Arrow to train our product community as our organization grew and our team reorganized. I recognized that some of our organization's teammates had changed roles, and I wanted to provide all our staff with a baseline of what I called a product tool kit. We needed support to align our team around the role of product owner and the tools and skills they needed to have. 

SOLUTION

What was the scope of their involvement?

We engaged with Cake & Arrow to create and train our product community. Initially, Cake & Arrow had a conversation with my leadership team and me to understand our needs. The team went through the scope of work to ensure they understood the desired outcomes. After that, Cake & Arrow came on-site to hold interviews and sessions with our leadership team and product owners, who had varying experience levels. 

The team also met with the rest of our team and gathered all the information required to consolidate a day of training and a product tool kit. Cake & Arrow worked with me and my leaders and walked us through the agenda for the training day since we needed to be realistic and ensure the right amount of information was given to the participants. 

Once we agreed on the training agenda, Cake & Arrow came to our site and conducted the training with exercises that helped product owners understand their role, which was unknown to more than half of my organization. Cake & Arrow produced a playbook that we shared with our team and incorporated into our onboarding program since we didn't have one.

What is the team composition?

Initially, I worked with two teammates from Cake & Arrow. However, during the on-site training, we worked with 3–4 teammates.

How did you come to work with Cake & Arrow?

I met a representative from Cake & Arrow at a conference in 2017. The representative delivered a presentation and shared research on customer experience, a study I later used. Then, I met Josh (Founder & CEO) at a conference in North Carolina in September 2022. We were both speakers at this conference, and a mutual friend wanted to introduce us. We couldn't meet at the conference, but I met Josh in our hotel lobby while we were waiting for our transportation.

We had a quick conversation and connected to keep talking to each other. We then had a follow-up conversation, during which I met Bryan (Director of Growth & Strategy) and brought the team to our site in December 2022 to do a presentation about customer experience and UX in the insurance industry.
How much have you invested with them?

We spent around $50,000–$60,000 on this project.

What is the status of this engagement?

We worked with Cake & Arrow from December 2022–September 2023. The team is working on a different project for our company, but our training project concluded. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Cake & Arrow successfully delivered a product playbook that we integrated into our onboarding, bringing consistency to our process. The playbook helped guide our company through the information we needed for our leadership team. We didn't have an onboarding process before, and Cake & Arrow's work enabled us to jumpstart in constructing the key factors we needed for onboarding. The team kept us and our outcomes in mind and worked with us to ensure the deliverables were tailored to our needs.

Moreover, Cake & Arrow delivered high-quality work and had a customer-centric approach. The team focused on achieving our desired outcomes and understood our company's gaps through the interviews they conducted, creating a program that addressed our needs. Cake & Arrow didn't offer a cookie-cutter approach; on the contrary, their service was personal, and the team went a long way in listening to our needs. Cake & Arrow's work exceeded our expectations. 

How did Cake & Arrow perform from a project management standpoint?

Cake & Arrow delivered work on time and on budget. We communicated via email and Zoom meetings. Our meetings were quick, and when possible, the team sent work before the call for us to review it. We communicated through emails for quick decisions, and Bryan reached out to me whenever we required a meeting. We had organic and fluid communication. We set clear expectations, and Cake & Arrow was always on point with an understanding of where we were in the process.

The team was clear about our guidelines, constraints, and requirements to achieve the desired outcomes. Cake & Arrow provided the required information to show us the best route when we needed to pivot. We were open to conversations and different approaches to achieve the desired product.
Are there any employees from the service provider's team that you would like to give a shout-out to in this review?

We worked closely with Jennifer (Director Program Management), and she was consistent through every project phase. I also want to highlight Bryan's work. 

What did you find most impressive about them?

I was impressed by Cake & Arrow's insurance industry experience, which was one of the reasons I chose them. The team questioned us and pointed us in the right direction, offering a true partnership. Additionally, Cake & Arrow was attentive and willing to share their observations, ensuring that we got the best product and outcome. Cake & Arrow's ability to challenge us and inject their expertise into the work ensured the best possible outcome. 

Are there any areas they could improve?

I can't think of anything for Cake & Arrow to improve.

Do you have any advice for future clients of theirs?

You have to know what you want from an outcome perspective. Be clear about what you're trying to achieve as an organization; otherwise, you can go to different service providers without getting what you want. I suggest having a clear idea of the desired outcome instead of requesting a particular task. As long as you have that guide as an organization, you will get the most out of the engagement with Cake & Arrow. 

For instance, I didn't ask Cake & Arrow for a playbook. The team understood it was what we needed, but I initially told the team my goal was to level our product owners' skills. I didn't tell Cake & Arrow what to do; rather, the team worked with us through interviews and conversations to understand the desired outcome. 

BACKGROUND

Introduce your business and what you do there.

I’m the digital executions team leader for a family insurance provider. We sell insurance across personal, commercial, and small business lines. I’m in charge of the teams doing UX and channel management.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We needed help with a strategy and UX project.

SOLUTION

What was the scope of their involvement?

Cake & Arrow looked at our home insurance flows and helped us optimize them. Initially, they looked at the research we’d already done. Then, they went and did their own research, talked to customers, and put together a strategy. Finally, they put together a proposal for implementation and created the actual screens for us.

They probably used Figma because that’s what we use.

What is the team composition?

We had around 7–8 team members, including an account director, a program manager, and a head of UX design. We mainly worked with Bryan (Director of Growth & Strategy) and Josh (Founder & CEO).

How did you come to work with Cake & Arrow?

They were a referral from another company.

How much have you invested with them?

We spent a little over $500,000.

What is the status of this engagement?

We started working with them in February 2023, and the engagement lasted 6–7 months.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We don’t share our sales results externally because we’re privately held. However, we saw increased sales and conversions and reduced page departures in general.

Moreover, Cake & Arrow’s shining strength was that they integrated with the team. They didn’t hand it off and left us to implement. They worked through the implementation as well.

How did Cake & Arrow perform from a project management standpoint?

They met deadlines and stayed on budget. We communicated primarily through emails and weekly sync meetings.

Are there any employees from the service provider's team that you would like to give a shout-out to in this review?

The UX lead was really strong.

What did you find most impressive about them?

They empowered us and ensured they partnered with us for success.

Are there any areas they could improve?

No, there’s nothing off the top of my head.

Do you have any advice for potential customers?

Be clear on expectations and deliverables and ensure you’re partnering for your success.

BACKGROUND

Introduce your business and what you do there.

I’m the director of strategy and business development for a property and casualty insurance carrier.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We needed help with UX research, design, and development for a user portal for our business partners.

SOLUTION

What was the scope of their involvement?

The process began with the research phase. Cake & Arrow researched the best UX for our business partners, who were independent insurance agents. They did a lot of design work and prototyping. We did three different iterations, and they built us a library using Storybook, which was new to our company.

We then tested the new designs with our client base. Ultimately, we reached a point where the engagement was complete, but we kept them on a retainer basis to help us with some internal development.

Cake & Arrow used Figma and Storybook throughout the engagement. They developed everything from scratch.

What is the team composition?

We had a project manager, an account manager, two designers, a UX designer with software development experience, two developers, and some testers. We probably had 10 teammates throughout the project, but only five team members were on the core team.

How did you come to work with Cake & Arrow?

We initially came across them through some industry publications. We read the white papers. Then, they showed off during our RFP process due to their past work in the financial services space. They focused on the insurance sector, so they were able to jump right in. The team understood the technology and how the industry works.

How much have you invested with them?

We spent over $1 million.

What is the status of this engagement?

We worked with them from September 2021–June 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We haven’t released the product because our development processes have taken extra time. However, that doesn’t reflect on Cake & Arrow’s work. They delivered the component development library; we’re responsible for the development.

Ultimately, the quality of their work was exceptional, and we hope to see an impact on customer satisfaction scores through surveys.

How did Cake & Arrow perform from a project management standpoint?

They delivered everything on time, and we got what we were expecting. They took our feedback and made adjustments if we weren’t happy with something. Overall, the process was excellent. The engagement was successful, and we stayed on budget.

We prominently used Slack for daily communication. We also had frequent Zoom and Webex meetings and used Jira for some project management pieces.

Are there any employees from the service provider's team that you would like to give a shout-out to in this review?

Victor (Product Strategist) was the lead designer and researcher for the project. He was absolutely tremendous; I can’t think of enough good things to say about him.

What did you find most impressive about them?

Cake & Arrow met us at our level. The financial service industry is antiquated, so we could’ve chased things we could never achieve. Instead, they brought a different perspective. They knew what we needed to hear and how to get to certain points to find success within our business structure; they were realistic.

Are there any areas they could improve?

No, there wasn’t anything negative.

Do you have any advice for potential customers?

Work with Cake & Arrow to build your technology; you can partner with them to develop your portal and technology. We chose not to do that, but if you choose not to, you should have a strong software development team before engaging with them.

BACKGROUND

Please describe your company and position.

 I am the Director, Marketing of a financial services company 

Describe what your company does in a single sentence.

Car insurance provider.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Cake & Arrow to accomplish?

• Website Redesign
• User Experience Audit
• Front-end Development

SOLUTION

How did you find Cake & Arrow?

Insurance Conference

Why did you select Cake & Arrow over others?

• Great culture fit
• Good value for cost
• Domain Expertise

How many teammates from Cake & Arrow were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

We were on a mission to improve all our DTC and agent digital properties over the course of two years. Our challenge was lacking consistency across platforms, the websites were not designed with a mobile first approach, and there was limited user-side validation/information. 

Cake & Arrow conducted a discovery focused on the digital experiences for DTC users and agents and also led the collaboration with a cross functional group of stakeholders to establish a prioritized roadmap of redesign initiatives aligned to our business objectives. Cake & Arrow provided us with a research-based and user-validated set of wireframe concepts and UI designs for a best-in-class and consistent experience for our DTC users and agents.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Cake & Arrow's work exceeded our expectations for quality, depth, and outcomes.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Cake & Arrow consistently hit our deadlines, used structured but flexible processes, and had excellent communication throughout the engagement.

What was your primary form of communication with Cake & Arrow?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I was most impressed by Cake & Arrow's ability to balance the needs of the user and the needs of the business to deliver something that didn't feel like a compromise on either side, but was instead balanced. They also have extremely in-depth knowledge of the insurance category which accelerated our ability to work together seamlessly.

Are there any areas for improvement or something Cake & Arrow could have done differently?

There were no areas where Cake & Arrow did not perform highly. They were a pleasure and delight to work with throughout.

BACKGROUND

Introduce your business and what you do there.
I'm the former director of digital experience at a property and casualty insurance company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We were in the process of re-platforming our backend systems that support our policing center and billing claims. We also wanted to introduce new customer and agent portals. We needed Cake & Arrow to create a web experience with which customers and agents could interact to buy and sell insurance policies. 

SOLUTION

What was the scope of their involvement?

Initially, we provided Cake & Arrow with a general and broad outline for the project we were working on and narrowed it to the specific part where we needed assistance from the team. Cake & Arrow essentially acted as an extension of our team, filling a capacity and skill set we didn't have at the time. Cake & Arrow designed and developed our new portals for customers and agents to sell and purchase insurance policies. 

What is the team composition?

The number of teammates we worked with varied depending on the project's phase, ranging from 4–8 team members. 

How did you come to work with Cake & Arrow?

Cake & Arrow had previously worked on smaller projects for our company and was on an approved vendors list. When the scope of work for this project came up, we put it out to various agencies that had the required capabilities to bid through an RFP process. Cake & Arrow's proposal stood out, which was why we selected them for the project.
How much have you invested with them?

We spent around $500,000 over the course of two years.

What is the status of this engagement?

We worked with Cake & Arrow from 2018–2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The team integrated directly into our team and brought expertise that helped shape the project. Cake & Arrow was responsible for many of the deliverables and proposals from a design perspective. Each teammate shined in their way. 

Having Cake & Arrow in that role exceeded our expectations because we introduced consumer and agent portals grounded in sound user feedback. The portals were visually appealing and easy to use. Users could get a quote quickly, and agents could service the policy quickly, too. The portals were very intuitive.

How did Cake & Arrow perform from a project management standpoint?

Cake & Arrow delivered all the requested work on time and on budget. The team had strong project management skills. 

What did you find most impressive about them?

I was mostly impressed by Cake & Arrow's great culture and solid approach to work. I was also impressed by the team's knowledge and expertise. Cake & Arrow provided a team with smart professionals and was a collaborative partner.

Are there any areas they could improve?

I can't think of anything for Cake & Arrow. I have a new role at a different company, but I still keep a close relationship with the team and continue to advocate for bringing them on projects at my new role.  

Do you have any advice for future clients of theirs?

I suggest trusting Cake & Arrow's recommended approach.

BACKGROUND

Introduce your business and what you do there.

I'm the strategy director at an insurance company. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Cake & Arrow?

We needed UI/UX design services and support with the primary research for creating a prototype. Our goal was to fill our capacity gaps since we didn't have enough designers on our team to work on this project. 

SOLUTION

What was the scope of their involvement?

Initially, we provided Cake & Arrow with all the documentation of some secondary research we had already done. We also had a vision in mind and shared primary and other research with them. The team took that to understand what our needs were. Then, Cake & Arrow came back to us with a proposal on how we would work together. 

We had a series of working sessions with Cake & Arrow where we ideated together on our user personas to support our target customer group. We defined those personas and worked through what the initial prototype would need to look like to validate some of our assumptions about our target customers' desirability. 

How did you come to work with Cake & Arrow?

Brian (Director of Growth & Strategy) previously worked at our company before joining Cake & Arrow's team, and I reached out to him for this project. 

What is the status of this engagement?

We worked with Cake & Arrow from May–July 2023. The project was paused due to internal reasons. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Cake & Arrow's work met our expectations, and we were happy with their deliverables. 

How did Cake & Arrow perform from a project management standpoint?

Cake & Arrow delivered work within our tight timeline and had excellent communication with us via Microsoft Teams and email. The team was very flexible and accommodating to our schedule.

What did you find most impressive about them?

I was impressed by Cake & Arrow's domain expertise. It was clear that every teammate was an accomplished expert in what they were doing, from design to strategy. Cake & Arrow knew the industry really well.

Are there any areas they could improve?

I can't think of anything for Cake & Arrow to improve — nothing really stuck out. 

Do you have any advice for future clients of theirs?

I suggest staying open and ensuring you provide all the required information during the discovery phase for Cake & Arrow to be successful. I recommend being transparent when sharing requirements with the team.