Australian Unity is one of the country's leading private health insurance companies.
Rapidly build prototypes and test ideas
Australian Unity engaged Collective Campus to facilitate a 2-day hackathon in order to build prototypes and quickly test assumptions underpinning a number of private health insurance policy ideas by engaging with target customers. The outcome of the hackathon was quantitative and qualitative learnings that could be used to gain support for ideas internally as well as for additional innovation initiatives such as these.
Collective Campus delivered a 2-day program to a group of 20 cross-functional participants from Australian Unity in which it taught them the fundamentals of the lean startup philosophy including how to use the lean canvas to define problem, solution and customer segment, identify key assumptions, define key metrics, build prototypes such as ads and landing pages, run marketing campaigns and generate customer feedback.
Validated key assumptions and gain real time customer feedback
The Australian Unity teams ran over 26 online and customer-facing experiments to test real world customer behaviour for four ideas that they had identified. This included social media ads, Google adwords, landing pages and face-to-face customer interviews at targeted locations in the Melbourne CBD. The result of this was: - New insights generated around what customers actually want- Two of the ideas gained enough data to support the development of a business case internally - The assumptions underpinning 2 of the ideas were invalidated, prompting teams to reconsider the business models and/or ideas before taking next steps- Participants learned the value of moving quickly to run experiments and gather new customer insights and invalidate previously held assumptions around what customers want, and thus avoid the trap of spending time and money delivering products to market that there is little customer appetite for- Build momentum for the support of innovation initiatives internally based on the results of this program