Direct Line Ideas Lab on Facebook
How we used Facebook as a customer collaboration tool to determine the features and functionality for a new Direct Line Insurance iPhone app.
The Direct Line Ideas Lab was a ground-breaking use of Facebook as a research environment. It caught the eye of Facebook as well and they published a full case study on the Facebook Ads section of their site.
It was shortlisted in the Econsultancy Innovation Awards 2011 and the MRS Research Awards 2010 Financial Services category.
What we did
We worked with social media agency Techlightenment to devise and develop a canvas app on Facebook for the project. This created an engaging, interactive space where participants could share and rate ideas for Direct Line’s iPhone app ‘On the Road’.
The user experience included both qualitative and quantitative aspects. This allowed us to make confident recommendations about the overall proposition, and also give detailed feedback about features and content within the app.
To recruit participants we used targeted Facebook advertising. Techlightenment’s Alchemy ad platform allowed us to reach specific audiences and then optimise the campaign to lower costs while maintaining a balanced research sample.
A new version of Direct Line’s On the Road app is now live on the Apple App Store. The new user experience reflects many of the findings we took out of the project.
Over 300 Facebook members participated in the study. We were delighted with both the quantity and quality of participation. Over one-third of them said that they would be willing to participate in further research activity of this type.
“The real beauty of Facebook is that you get multiple business benefits: development of your product by the community plus the opportunity for users to share information for further campaigns and development.”
Richard Bassinder, Innovation Manager, RBS Insurance