The Qantas Wellbeing app rewards Qantas Frequent Flyers for everyday activity: walking, sleeping, swimming, taking on challenges with friends. With more than 100K monthly active users, it became a natural surface to introduce Qantas Insurance to existing customers and prospects.
Case Study
Insight: The Wellbeing app already had a loyal audience, with 100K+ MAUs engaging daily with points, challenges, and self-tracking. Many of them were already Qantas Insurance policy holders, but few realised the app could help them manage those policies.
Opportunity: Use the wellbeing surface to lift insurance awareness, communicate value, capture leads, and expose existing self-service capabilities, without diluting the wellbeing experience.
Approach: Two parallel research tracks. First, a deep read of in-app behavioural data to map engagement patterns and segment users. Then qualitative usability sessions to stress-test concepts with real customers, iterate, and re-test.
Adding an Insurance tab landed positively across the board. Participants liked managing all their Qantas products in one place. None of the existing policy holders (n=4) knew the current app already let them access extras limits, but they responded well to the proposed designs. For prospects, the points proposition paired with a competitive price proved a strong hook.
I follow the double-diamond creative process, guided by customer activity, pain points and feedback. Agile methodologies: research, design, learn, repeat.
Question and inform the product brief, set requirements and business objectives, and get backing from the business to kick-start the initiative.
Diverging. Testing strategy. Quantitative and qualitative. Continue to refine data findings to support design thinking.
Draft hypothesis and validate with customers. Test, iterate, test, repeat.
Consolidate learnings, enhance designs. Play back to business. Get ready to roadmap.
Technical design for development. Build, test, iterate.