A new customer experience for the modern insurance shopper
Establishing the identity and market potential of core customers
Client
Noblr
Noblr is a new type of insurance company, that looks to save you money simply by being a good driver. Our challenge was to create a segmentation that established the identity and market potential of core customers.
Unlike traditional insurance companies that interact with policyholders only when bad stuff happens, NOBLR offers a new kind of relationship, creating an optimistic reason for policyholders to engage.
But, Noblr is not alone…
There are other usage-based insurance offerings populated by “pure-plays” and established majors.
Finding the whitespace
We found that most competitors landed somewhere on five spectrums. They all serve as examples of expressing strategic position through UI marketing.
The goal
Establish the identity and market potential of core customers
Qualify how they define fairness
Assess the value of the reciprocal exchange as a key differentiator
Articulate a brand position that’s own-able
Frame good driving behaviors as clear, relevant and motivating
Create a customer-by-customer message matrix
Propose concepts for engaging early adopters and influencers
Our Hypothesis of Features of The Target Audience
Provens
People who are proud and already earned the right to be considered good drivers.
People who don’t want to subsidize high-risk drivers.
Strivers
People who consciously want to drive more safely/responsibly.
People who want to save money for other things they care about.
Joiners
People who like the idea of being “in community” with like-minded members having shared values.
People who regulate each other because they’re invested in the benefits of membership.
Good citizens
People motivated to do good… “be better for each other”… “to make our roads safer for everyone”
People who vote with their wallets and are committed to the products they use.
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