What features could we add to the Naked Insurance app to enhance user engagement?

Introduction

To enhance user engagement in the Naked Insurance app, we need to identify key features that align with user needs and business objectives. I'll analyze the current state, user segments, pain points, and potential solutions to drive meaningful improvements in engagement metrics.

Step 1

Clarifying Questions (5 mins)

• Looking at the insurance industry context, I'm thinking Naked Insurance might be a digital-first insurer targeting tech-savvy users. Could you confirm the primary target audience and their key characteristics?

Why it matters: Determines the feature set and engagement strategies we should prioritize. Expected answer: Millennials and Gen Z, urban professionals, tech-savvy. Impact on approach: Would focus on mobile-first, social features, and gamification elements.

• Considering the competitive landscape, I'm curious about Naked Insurance's unique value proposition. What are the key differentiators that set Naked Insurance apart from traditional insurers?

Why it matters: Helps align new features with the core brand promise and competitive advantage. Expected answer: Transparent pricing, flexible coverage options, AI-driven claims processing. Impact on approach: Would emphasize features that reinforce transparency and flexibility.

• Given the focus on engagement, I'm wondering about the current user behavior patterns. What are the primary touchpoints and frequency of interactions users currently have with the app?

Why it matters: Identifies opportunities to increase meaningful interactions and engagement. Expected answer: Monthly premium payments, occasional policy adjustments, infrequent claims. Impact on approach: Would look for ways to create more regular, value-added touchpoints.

• Considering the product lifecycle, where does Naked Insurance currently stand, and what are the key metrics driving this improvement initiative?

Why it matters: Determines if we optimize for growth, retention, or monetization. Expected answer: Growth phase, focusing on user acquisition and activation rates. Impact on approach: Would prioritize features that improve onboarding and early-stage engagement.