SafeDrivePod
- Title
- SafeDrivePod
- Category
- Product Repositioning
- Year
- 2019
- Client
- Liftov
- Focus
- Customer Value, Trust, Behavioural Design, Adoption & Retention
SafeDrivePod makes safe driving visible and valuable: the way you drive becomes the basis for a more personal insurance experience.
I worked on repositioning the product around customer value and trust — so the proposition was clearer, more credible and easier to adopt.
- Product Repositioning
- Behavioural Design
- Trust & Data
- Adoption & Retention
- Fintech / Insurtech
The challenge
A data-driven insurance proposition asks a lot of its customers: it uses sensitive driving data, and it only works when people keep using it. The product needed a clearer story about what drivers actually get in return.
The design question: how might we make the value of the product obvious, credible and worth adopting over time?
The repositioning
The work centred on reframing the proposition from the customer's point of view:
- Repositioned the product around customer value rather than underlying technology capability.
- Framed the experience for a direct fintech and insurtech audience.
- Put trust in how driving data is used at the centre of the proposition.
- Applied behavioural design to support adoption and long-term retention.
Trust as part of the experience
Adoption depends on whether people believe their data works in their favour. The repositioning made that relationship explicit — what is shared, how it is recognised, and what the driver receives in return — so the value became something customers could understand at a glance.
Outcome
The repositioning gave the product a clearer customer story, connecting value, trust and retention, and a stronger foundation for the experience and messaging that followed.
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