NRMA Safer Homes - Product Strategy & Design
THE TASK
This is a story of how we approached a truly tricky problem through strong collaboration and prototyping.
Safer Homes is a tool that helps people understand the risk and perils that surround their home, and to understand its true value.
It’s kind of an interesting description for the first product an insurance company launched to the public in a five year period.
BUILDING AN MVP TO HELP PEOPLE UNDERSTAND INSURANCE
We built a tool of genuine utility that demonstrated the NRMA Insurance core purpose, to make the world a safer place. As most people infrequently make claims, home insurance is a product that some struggle to see value in. In a category of, low interest and low understanding price comparison sites have grown dramatically, encouraging customers to make a decision on price rather than quality of cover. NRMA Insurance, a premium brand, were struggling to justify their price premium. By developing a piece of software that allowed people to better understand their risk, we were able to increase consideration levels and demonstrate the additional value NRMA Insurance offers.
CUSTOMER FIRST PRODUCT DESIGN
In the face of such ingrained barriers, we needed to get a deeper understanding of people’s insurance relationship; if they research, how they research, their consideration criteria, and why they make their final decision. We decided we would have to work with new methods to better understand these customers so we turned to our specialist customer experience strategists to better understand the customer journey of home insurance. After a number of in-depth interviews, we identified the blockers, motivations and triggers of switching and buying, and, critically, at what points along the journey these happened.
THE TEAM
NRMA Insurance Head of Brand, NRMA Insurance CMO, NRMA Insurance Data Team, NRMA Insurance legal team, Creative, Strategy, Digital Production, CX Strategy, Design, Developers
AWARDS
APG Awards - Best use of Data - Special award - NRMA Safer Homes - 2016
APG Awards - Business Planning - Gold - NRMA Safer Homes - 2016
AMI National Award for Innovation for a Product or Service - NRMA Safer Homes - 2016
