Direct Line uses Facebook for co-creation

By Tom Wood @Foolproofer

On the face of it, this new case study for Direct Line could seem run-of-the-mill. Direct Line very sensibly wanted us to gather user requirements and ideas before they embarked on a redesign of their ‘On the Road’ iPhone app.But what’s important is how we did it.

The project had two unique aspects:

  • Using Facebook Advertising to drive a balanced research sample for the project (using Techlightenment’s awesome Alchemy ad targeting platform)
  • Conducting all aspects of the fieldwork on the Facebook platform

We know the project is unique, because Facebook told us so – and very kindly have written their own case study about the Ideas Lab project which appears over on their site.

The project points to ways of using social media beyond either PR or broadcast marketing communication. It should be interesting to anyone working in experience design or market research, but also to any organisation that is looking for a way to develop a more meaningful engagement with their customers on Facebook.

Tom Wood

I’m one of the two founders of Foolproof. Within projects I usually take a role both in planning our approach and in the generative phases of design. I’m also active in gathering client and customer needs into the design space. My particular talent is helping senior stakeholders see and understand the customer’s world in richer detail, and helping them work out how to respond.

View Tom's profile

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