An auto insurer disrupts a staid business by going direct to consumer.

Allstate had an existing B2B business of aftermarket auto warranties – a category that is often marked by shady, no-name brands and wildly over-priced offerings – and wanted to explore how to disrupt it by introducing a direct-to-consumer version. The question was, what exactly to launch?

The scope of what the new offering could be was left very open, and we worked with the company’s internal innovation team and with Stamen Design to investigate numerous possibilities from both customer demand and revenue angles.

Services Provided:

User Research, Competitive Analysis, Concept Evaluation, Product Strategy

Research

We conducted multiple rounds of user research that started with broad discovery and a diverse range of ideas. Based on feedback we iteratively narrowed concepts down and refined them using progressively more detailed stimuli and prototypes. Focus groups were conducted using life-like detailed prototypes, and then a large conjoint-like quantitative survey was used to evaluate elements of the final planned offering.

Design

Together with Stamen, we created the look and feel of the offering itself plus collateral websites and a funnel test social media campaign to understand cost of customer acquisition and potential take-rates. We also created and facilitated several workshops for concept ideation and brand/naming.

Result:

The 9-month effort resulted in the launch of a pilot program and accompanying website, which we user-tested to ensure visitors comprehended the offering.

Following a successful pilot, Allstate has expanded the program nationally, and expanded the range of car care services it offers.