Asurion Gamer+:
Product-market fit

Innovating protection and tech supports products within a 100 Million subscribers insurance company.

OverviewAsurion Gamer+ is a device protection and gear swapping service for gamers. This product was born within Soluto’s Strategic Growth domain.

Problem StatementCreate 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 Goals

More than 50% reduction in CAC (customer acquisition const)
Improve average churn rates by 20%

An image with screens from the gamer plus app. From left to right a card with controller select card of a playstation dual sense controller with a select model button. A summary screen with information about the plan and selected controller. An intro screen with an illustration of devices surrounding a shield with a checkmark in it. A screen of the homepage.

Market fit tests

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.

Analyzing the results

Top performing ads

Our exploratory campaigns resulted in hundreds of leads, with the most effective campaigns delivering leads at 70%-75% lower cost per lead, compared to similar services. Indicating a very high conversion rate.

We isolated the most appealing value proposition: A protection plus device swap plan.

Road to pilot

After the campaign results—proving market fit and viability of the product, Gamer+ has been approved to a 200 users pilot

Subscription flow

Verbiage and designs were tailor-suited for gamers, with the goal of generating trust.

Requesting gamer tag — Framing the product in the right contextAsking for the user’s “Gamer-tag” was intended to demonstrate that Gamer+ is a product that “understands gamers”

Controller Select — The importance of delightful moments in MVPWe 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.

Game selection

assumption — increasing friction to increase subscription rateThis 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.

Next steps

Diary study — gain a better understanding of the product through prolonged user interviews.
Flow optimization — locating the flow’s weak points and improving upon them.
Campaign optimization — Finding the perfect creatives, image and value propositions, to generate leads at the best possible value.,

Next project →