Domestic & General – users not customers
D&G were looking for a way to engage a pool of users that they had access to, but currently, no reason to communicate with. They wanted to explore the concept of creating ‘users not customers’ – creating value for a target group, without the driver being to generate revenue through that group.
This revenue model is the foundation for companies such as Spotify, Dropbox, Tripadvisor and Mumsnet, but is not widely used in the insurance industry. As such Ninety were brought in to help stretch the thinking outside of product and proposition innovation.
The revenue model is one example of the 10 types of Insurance Innovation which features in the recently released research paper Insurance Idea Pulse 2020.
Ninety completed a stage 1 MVP from the 123Framework®. This centers on a one day workshop which investigates an idea through the lenses of desirability, feasibility and viability.
Ninety brought real customers into the room, alongside specialist topic leads from D&G business areas to consider the idea from every angle.
This enabled D&G to really understand the pains and motivations of the user group and, over the course of a day, holistically explore a ‘users not customers’ solution.
The 123Framework®’s holistic approach meant that by the end of the day the project sponsor had everything that he needed to make a ‘go or no go’ decision, from customer-led sketched out designs to a draft business model.
Through their work with Ninety, D&G were able to:
- Bring together a group of stakeholders that never normally have the opportunity to tackle a problem together
- Explore new ways that D&G could deepen their relationships with a currently static user group
- Engage face to face with real customers and understand their problems and perspectives
- Focus on one primary proposition and explore the detail behind how this could work
- Make the decision that the idea was worth pursuing in more detail and plan the next steps
“Ninety’s 123Framework helped us to clarify our own thought process, enabling us to successfully define our proposition in a tangible way. The process of involving not only SME’s but also customers helped to bring challenges and solutions to the table that we fundamentally hadn’t considered before.”
Luke Whitehorn, Director of Product and Customer Marketing