Before launching Accelerated Innovation, I had the opportunity to work directly with nib on a project that was all about innovation and speed. The goal was to create GreenPass, a digital health product aimed at young Australians who didn’t have private health insurance. This was a chance to establish a new market and drive customer growth, all within a very tight timeline.
The Brief: Creating a Digital Health Product for the Uninsured
nib wanted to offer a product that would appeal to a younger audience without private health insurance. The idea was to provide a health and wellbeing service that included rewards, online health checks, tools, tips, and more. The project’s success hinged on a few key goals: getting to market quickly, acquiring new customers, and leveraging existing assets like nib’s brand, marketing channels, and rewards platform.
The Challenges: Navigating a Complex Organisation
Despite the clear vision, the path to execution had its challenges. nib’s in-house innovation capabilities were limited, and the organisation itself was large, with countless stakeholders and traditional processes that could easily slow things down. On top of that, there were several established teams within the business that we needed to collaborate with, adding another layer of complexity.
The Product: GreenPass – Health and Wellbeing Without Private Health Insurance
GreenPass was designed to offer young Australians a proactive way to take care of their health. It gave users access to rewards, online health checks, and personalised health tips, all without the need for private health insurance. It was an innovative approach to engaging young people in their health and wellbeing.
The Process: From Concept to Launch in Just 5 Months
To meet the ambitious goals, I followed a clear process that prioritised speed and impact:
- Establishing Governance and Funding
We started by ensuring the project had the right governance in place and securing the necessary funding. This step was crucial in aligning all the different teams and stakeholders to avoid delays. - Leading a Design Sprint
To ensure we truly understood the needs of young Australians, I led a design sprint. This allowed us to rapidly explore different ideas and come up with a clear product concept that would resonate with our target audience. - Creating a Minimum Viable Product (MVP)
With the concept in place, we developed a minimum viable product that could be launched quickly. The MVP provided immediate value to users, while also giving us a foundation to build on through iteration. - Launching the MVP
In just five months, we took GreenPass from concept to launch. Working closely with nib’s marketing and supply-chain teams, we ensured the product was ready to hit the market on time. - Iterating on the Product and Strategy
After the launch, we continued to improve GreenPass, refining the product design, user experience, and marketing strategy based on customer feedback and performance data.
The Results: Exceeding Expectations
The launch of GreenPass was a huge success, and the results exceeded expectations:
- The product launched on time, with a total time to market of just five months.
- In less than six months, over 15,000 customers had signed up.
- GreenPass helped reduce nib’s customer lapse rate by around 20%.
- Most importantly, nib successfully entered a new market, establishing itself as a leader in digital health and wellbeing for young Australians.
Final Thoughts: Driving Innovation in Health
Looking back, this project was a perfect example of how, even in a large, complex organisation, it’s possible to move quickly and make a significant impact. By focusing on the right processes, collaboration, and iteration, we were able to deliver a product that not only met but exceeded nib’s expectations.