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Welcome kit 3.0
There is no second to a first impression.
When a customer first registers for Asurion's service and insurance, he actually receives a great deal of information in a very short time and many times in the end he has already forgotten what he is actually insured for and what the true value of the service includes.
This is where the Welcome Kit comes in to sort it out.
We’ve researched and brainstormed to come up with a welcome kit concept that would give customers maximum value and connect them to the digital experience while keeping the cost low.
We wanted to tell the story of our product through the unboxing experience while staying aligned with the Asurion brand and putting it upfront.
The concept we came up with is “Tech care”, meaning that we give your home tech value not only it’s damaged.
Deliverables
Team management
Art direction
Storytelling
Design system
Prototyping
Usability Testing
Branding
Marketing
Platform
Offline art
Skills
Adobe
Figma
Year
2021
Smell
In the last episodes..
In the experiment of the previous version of the kit,
450 kits were distributed in 2 stores at a cost of $25 per kit. As you can see from the results that there is a significant improvement in customer abandonment after 7 days and after 30 days.
After we saw that it definitely moves the needle, we realized that it was time to step up and increase the scale.
We have increased to 3,000 kits that will be distributed in 15 different stores. And we reduced the cost of each kit from $25 to only $10 (!).
The goal is that we can produce a greater impact at a lower cost and continue to research and receive more feedback.
Let’s start
Unboxing!
Physicial representation of the digital exeprience.
Premium look and feel that build excitement.
Kit concept: “Tech Care” much more than just a warranty.
Layer 1
Membership card
In the process and the research we did, we discovered that a lot of users sign up for the program but it takes them a while to connect to the account if at all.
The idea behind this is that once you have a physical card for a certain program, it becomes more memorable, and more emotionally connected, and access to the account is faster and, in the end, it is also more difficult to cancel it.
The card sat on top of the first layer when we added the messages and benefits of belonging to this exclusive group. This is actually a physical representation of their digital plan that exists in the app.
As soon as the user takes out the card, he finds out in 2 simple and easy steps how to start the account and that it pays off for him.
Layer 2
Tech care folder
The idea in adding the second layer was to produce a benefits package worth $400.
Because who doesn't like receiving gifts?
In fact, we created a folder into which we put 4 coupons and an original and special calendar.
Each coupon had a different value and allowed the customer to come to the store (this was also another goal) and receive the special service.
Of course, all these services and benefits also existed in the app, but there was something very powerful about letting them feel the monetary value right in their hands.
In addition, we created another coupon that was a source of gift for another family member, thus increasing the exposure of the service to a new audience.
We created and designed the calendar by connecting events and holidays that happen throughout the year and connecting them to the services that can be obtained in the store or in the application.
The composition felt natural and special and included an original and unique thought.
All in order to let users understand and receive the many services and the value of being a subscriber to the service.
4 in-store vouchers
Folded calender
Layer 3
Protection booklet
In the third and last layer of the kit, we designed and created a booklet that basically gathers the covers for all the electronic devices in the house.
It was a challenge because there are more than 1,000 devices and how do we actually convey all the broad features of the service in a memorable and pleasant way?
In the end, we came up with a concept that basically simulates a transition between the different rooms in the house and uses custom-made illustrations we created and focus on the relevant devices while conveying the feeling of the space.
In this way, we created an emotional connection to the value of the service and a real understanding of what the insurance covers them.
At the end of the brochure, we added a prompt to action that would connect them to the digital experience and that they would connect there to receive additional value.
Rolling out!
3,000 kits rolled out in 16 stores (CA, NY, NJ)
Traveled to NY and NJ to
train store experts and observe kit interactions.
Dscout diary study
Analyzing data from participating stores and planning next steps
Dscout diary study
What did our new customers say?
20 secret shoppers: Control and test groups in east and west coast stores.
״I felt like the kit had more details than the customer service representative. The details I was looking for are in the kit.״
“There was much more details in the kit. It met my expectations because the questions I was wondering like what devices I could use were in the kit.”
“Definitely premium if not extremely premium, it’s well packaged, easy to follow, high quality print. Good stuff!”
“I didn’t know that more than 1,000 devices are covered including remote controls. I didn’t know that I could get 20% off accessories at participating uBreakiFix stores.”
Quantitative analysis: 30 day churn
Positive impact on churn in medium/high performing stores
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