BACKGROUND
App Accessibility - There was no easy way for marketers, content creators, photographers, etc. to access a version of the Root app and showcase its user experience, features, and benefits. The engineering team had provided marketing with a few test versions for content purposes, but these were still only partial builds and came with a long list of cumbersome download/login instructions.
User Personalization - All of the user’s info and functionality in the test versions were locked, resulting in creative assets that always featured the same price plans, car make and model, insurance info, and driving score. Brand wise, this was completely missing the point since all of these elements are unique and personalized to the user’s own driving ability and needs.
THE CHALLENGE
As the company began to mature, it was observed that a large portion of Root’s new customers were leaving after only a few months. This created havoc with our CAC (customer acquisition cost) values and goals, as well as the business missing out on precious months of premium it had initially counted on.
Root needed to figure out a way to bring in new customers who were going to keep their policy for at least 6-12 months. But what did those customers look like? How could Root reach them?
THE CHALLENGE: UNDERSTANDING ROOT’S CUSTOMERS
The Consumer Insights team dove into the problem and after combing through market research and Root’s own customer data, discovered that there were roughly three consumer segments we were targeting.