Innovating protection and tech supports products within a 100 Million subscribers insurance company
Asurion Gamer+ is a device protection and gear swapping service for gamers. This product was born within the Soluto’s Strategic Growth domain.
Create a product that would provide more opportunities for positive interactions between Asurion and the customer.
Create a niche protection service, appealing to new audiences, Asurion hasn’t specifically targeted in the past.
Our first step was to test several product ideas for market fit. To that end, we created exploratory Facebook campaigns and landing pages, which offered different combinations of services, price points, and value propositions. This method was used to test 13 different products.
Our exploratory campaigns resulted in hundreds of leads, with the most effective campaigns delivering leads at 70%-75% lower per lead, compared to similar services.
We isolated the most appealing value proposition: A protection plus device swap plan.
After the campaign results—proving market-fit and viability of the product, Gamer+ has been approved to a 200 users pilot
Creating a new protection service from scratch, while involving a multitude of stakeholders within the organization—Legal department, logistics, customer services, marketing, and others.
Verbiage and designs were tailor-suited for gamers, with the goal of generating trust.
Asking for the user’s “Gamer-tag” was intended to demonstrate that Gamer+ is a product that “understands gamers”
We had to release it ASAP, and we sacrificed a lot of features and capabilities. Because of that, it was important to keep some delightful moments. I ended up animating and developing it myself to keep development time low.
This page is non-essential to the subscription process, but was included as a bet—that users will form a stronger attachment to the product after we gave them a chance to “show-off” their taste in games.
The MVP product dashboard had to be stripped down, in order to meet our release goal. The new Dashboard included only the bare minimum required to launch within 60 days of the pilot’s approval.