Empowering customers to make their world a safer place

Insurance Australia Group (IAG), the largest general insurer in Australia and New Zealand and parent of the flagship brand NRMA anticipated industry disruptions from GDPR and the Consumer Data Rights, leading to the introduction of open banking. They prepared the emergence of open insurance by introducing the Customer Loyalty Program, driven by their vision to make the world a safer place.

Role

UX Lead

Client

IAG

Year

2021

Our challenge involved empowering and incentivising customers to engage with the Customer Loyalty Program and make incremental changes in their daily lives, to be safer and help build safer communities.

Our approach involved 10-week experience strategy sprint with 50 participants, including 10 designers, employing a rapid design, test, and learn method to refine ideas. The aim was to outline a future vision and establish a foundation for an MVP beta release.

A safer journey for Sharon

Sharon is an IAG Prestige member, she has held multiple policies for many years.

An MVP solution that lays the foundations to building healthier safer habits.

We created a Customer Loyalty Program that delivers a meticulously designed user experience, focusing on simplicity and intuitive engagement.

This program utilises personalised incentives and interactive elements to encourage customers' adoption of safer habits. The design specifically caters to enhancing user interaction with insurance processes, making safety a rewarding part of their daily lives.

Impact

In the first month:
- 201 members joined

- 27 redeemed Safer Journeys offers

- 8 Motorserve interactions

- 38 Priority assist calls answered in 4 seconds

The program led to increased customer engagement via safety challenges and improved risk profiles, fostering a community focused on safety.

Its success as an MVP beta release underscores IAG's commitment to innovation so much so they decided to integrate the loyalty experience into the NRMA flagship app.