Validating a new travel insurance proposition
We validated Wapp's proposition with 4,499 travellers, utilising a mixture of quantitative, qualitative, and holistic research methods.
Through the Proposition Validation study, we identified 7 categories for improvement ranging from several aspects of the value proposition.
Our Proposition Validation framework is delivered over a combination of three two-week sprints to realise opportunities faster.
We deployed our Proposition Validation framework for Wapp, a key player in the on-demand travel insurance industry, delving deep into traveller's motivations, needs, and concerns. Applying a potent mix of qualitative and quantitative research techniques - including user interviews, card sorting activities, and surveys - we engaged with 4,499 travellers. The goal was to validate Wapp's proposition from the perspective of travellers in various stages of their journey.
Our in-depth analysis revealed crucial insights into customer sentiments towards Wapp's service. We discovered that while the unique 'tap on and tap off' activity insurance elicited interest and approval, other elements such as unclear policy coverage and apprehension about location tracking required immediate attention. Our meticulous research also allowed us to create a wealth of artefacts, including a value proposition canvas, customer journey map, and customer archetypes, enhancing Wapp's understanding of their customer base and tailoring their offerings accordingly.
Acting as a cornerstone of data-driven decision-making, our findings provide a clear roadmap for Wapp to enhance their proposition. By addressing the identified pain points, Wapp can strengthen its competitive advantage, streamline the customer experience, and maximise adoption rates. With our validation, Wapp is poised to redefine the landscape of on-demand travel insurance, providing customer-centric solutions that resonate with travellers in all stages of their journey.
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