Transforming Which?’s market leading website

Established in 1957, Which? is a leading not-for-profit organisation providing independent advice and guidance on consumer products and services. As a household name it campaigns at the highest levels on behalf of consumers to make their voice as powerful as the organisations that they deal with. Whilst much of Which?’s information is freely available, it provides its membership of over a million subscribers with a range of additional paid-for products and services including the regular publication of a number of magazines, digital and telephone based services.

Operating one of the largest, paid for subscription sites in the UK, Which?’s online channel – – was suffering from poor customer experience and service quality, in addition to the increasing threat posed by rival comparison sites.

Project Scope:

Mosaic Island performed a review to assess the end-to-end capability and following our recommendations were asked to set up a programme to deliver a significant overhaul.

Real Time

product comparisons enabled


improvement of site availability (to 99.999%)


reduction in call centre queries


reduction in publication time

Our Approach:

  • 18 month business transformation programme
  • Creative design refresh
  • Major CMS upgrade
  • Refactored presentation layer
  • Scalable delivery capability


  • Completing on time and within budget, the programme was a great success and provided a solid foundation upon which the current capabilities are built.
  • Successfully delivered a complete creative design and usability refresh, together with new functionality and crucially a redesign and upgrade of the supporting architecture.
  • Improved their customer experience.
  • Improved customer authentication.
  • Reduction in offline queries.
  • Service Stability.

I am delighted with what they have achieved for us and have no hesitation recommending them as a consulting and delivery partner. Indeed, the Mosaic Island team is now working with us on our next major programme of change.

- Chris Gardner, Commercial Director