The business proposition
AirHelp is on a journey to expand its business by offering insurance options to its users so that air passengers can get all the coverage they need when something unexpected happens before, during, or after their flight. As an MVP approach, we focused on creating an insurance offer that gives the user a monetary reward as soon as a flight that is disrupted is detected, without any paperwork needed or questions.
Being agile
With a lot of effort put around the insurance package we could offer and, also managing the integration with third-party services, design-wise we focused on being super agile by deciding to re-use the existing offer flow and adapt it to the new insurance offer. This is because it is the entry point target to the specific users we want to target and also has the vast majority of them converting.
Building more entry points
For the users that didn't convert in the offer flow, we created also based on the same premise of being agile, entry points in the dashboard. The dashboard is where users can track their flights, their compensations, and available services. By doing this we allow users to acquire the Insurance offer later as well.
Testing the offer flow
We did build this case based on previous research of potential services AirHelp users would want. Nevertheless, we are always working with assumptions, so we did a usability test to validate the offer and the flow.
We conducted the test with 5 users and these were our findings:
After purchasing AirHelp coverage (claim compensation at no cost) users need to activate their dashboard, and they receive an email. In general, the activation email is perceived as a summary of the benefits and steps of the service and that is good, we discovered through the test that users would activate it.
Regarding the Insurance offer, we learned that it is perceived as such - an extra you can add on top of what users already bought. All users find it interesting but they wouldn't buy it for cheap trips or Europe trips. The users understood clearly what was being offered to them. In general, the price is perceived as an okay price but when users understand that the price is per trip then they find it expensive.
Affinity Mapping
Testing the reward flow
We needed to understand how users perceive the process of collecting their monetary reward when their flight was disrupted. Users were surprised that AirHelp automatically detected their flight disruption, opposite to them having to fill in all the details to collect their money. They also appreciated the summary of events in the collect monetary reward email sent.
Even though the value proposition claims instant cash, most users expect to receive their money within 3-5 days. None of them felt that they couldn't trust the platform with their bank account details.
Next steps
By this point, the project was being developed and coordinated with a third party integration and it might have suffered changes in the meanwhile since my career direction changed at this time. All the rights of this project belong to AirHelp.