Welcome kit driving 3-pt lift in retention rate and $12 million in premium

Print / Direct mail

Role:

Research, Design

Timeline:

4 weeks

PROJECT SUMMARY

The goal of this initiative was to reinforce the customer's buying decision and reduce 30-day cancellation rate. Our hypothesis was that providing a personalized welcome kit would improve retention rates and customer satisfaction.

Research

Before launching the welcome kit, I conducted a series of user interviews to drive the design direction. I interviewed 9 participants, with a mix of users with and without pet insurance.

Target audience

25-65+ / $100,000+ household income / Pet owner

Process

9 open-ended questions upon viewing the welcome kit

Results

All users understood the content and benefits of the kit
Overall sentiment of comfort, protection, and support
4 participants rated 5/5 for value
5 participants specifically appreciated the addition of the Bytetag
All users stated the instructions for next steps were clear

Designs

I designed the welcome kit brochure to feel clean, comforting, and a bit playful by implementing our bright secondary colors, angles derived from our logo, and imagery of our own employees and their pets.

We partnered with Bytetag, a QR code dog tracking service, to provide a valuable gift to our new customers. We also included our member card which gives pet parents exclusive access to our 24/7 pet health line and prescription savings information.

Inside - Right Flap

Front

Back

Inside - Left

Inside - Middle

Inside - Right

Implementation

In order to test the results of this initiative, we created a plan to target specific customers and track the results at key milestones.

Audience

Dog only / 1 pet policy / 0-5 years old / Embrace brand only

Cadence

Mailed on day 3 after policy inception

Milestones tracked

30, 60, and 90-day retention rates

The results

We consistently saw a 2-3 point lift in average 30, 60, and 90-day retention rates for those who received the welcome kit versus those who did not. This is equivalent to $12 million in premium.

We found an increase in 90-day retention rate as high as 21.9% against the control group on a particular day.

As well as an increase in 30-day retention rate as high as 15.8% on a particular day.

Keep reading...

Next example of design that drives results

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Audited the existing information architecture and built out an improved organizational structure, providing a more efficient experience, improved awareness, and encouraged involvement.

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Welcome kit driving 3-pt lift in retention rate and $12 million in premium

Print / Direct mail

Role:

Research, Design

Timeline:

4 weeks

PROJECT SUMMARY

The goal of this initiative was to reinforce the customer's buying decision and reduce 30-day cancellation rate. Our hypothesis was that providing a personalized welcome kit would improve retention rates and customer satisfaction.

Research

Before launching the welcome kit, I conducted a series of user interviews to drive the design direction. I interviewed 9 participants, with a mix of users with and without pet insurance.

Target audience

25-65+ / $100,000+ household income / Pet owner

Process

9 open-ended questions upon viewing the welcome kit

Results

All users understood the content and benefits of the kit

Overall sentiment of comfort, protection, and support

4 participants rated 5/5 for value

5 participants specifically appreciated the addition of the Bytetag

All users stated the instructions for next steps were clear

Designs

I designed the welcome kit brochure to feel clean, comforting, and a bit playful by implementing our bright secondary colors, angles derived from our logo, and imagery of our own employees and their pets.

We partnered with Bytetag, a QR code dog tracking service, to provide a valuable gift to our new customers. We also included our member card which gives pet parents exclusive access to our 24/7 pet health line and prescription savings information.

Inside - Right Flap

Front

Back

Inside - Left

Inside - Middle

Inside - Right

Implementation

In order to test the results of this initiative, we created a plan to target specific customers and track the results at key milestones.

Audience

Audience

Dog only / 1 pet policy / 0-5 years old / Embrace brand only

Cadence

Mailed on day 3 after policy inception

Milestones tracked

30, 60, and 90-day retention rates

The results

We consistently saw a 2-3 point lift in average 30, 60, and 90-day retention rates for those who received the welcome kit versus those who did not. This is equivalent to $12 million in premium.

We found an increase in 90-day retention rate as high as 21.9% against the control group on a particular day.

As well as an increase in 30-day retention rate as high as 15.8% on a particular day.

Keep reading...

Next example of design that drives results

Improving the information architecture of the library website

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