Co – Creation Community
Project Objectives
Our client seeks to give car owners the optimal experience through a purpose-built app (helping with maintenance, MOTs, Insurance etc.). Since entering the market, the client has seen varied results: some avid consumers, but with higher attrition rates and less frequent use amongst consumers than the client had projected. As such, the client wanted to develop a co-creation community where users could provide feedback and help to optimise the product.
Method
We have developed a large-scale, on-going online community:
• 100 participants
• Range of user segments:
• Avid users
• Less frequent users
• New users
• 6 month-long community with monthly reports
Given the broad remit of the redesign,
the community covers a range of topics:
• Assessing users’ needs
• Establishing current use
• Assessment of features
• Branding (USPs, attributes, comparisons etc.)
• Marketing approach
Outcomes
The community is informing on-going discussions within the client’s business, with monthly reports being presented to board members. As product features are changed, they are often verified with the community to establish impact/uplift in sentiment. Once the app is ready to be re-launched, insights form the community will
inform the rebrand and marketing push.
