One of the brands I like is actually an insurance company - Lemonade. I admit that as a member of the Zennials: In-Between Generation, the word "insurance" scares me and makes me envision a gray, cold, and unclear world. Lemonade has made the word "insurance" less terrible with a simple and cool brand voice, eye-catching and minimalist design, and a great user experience.You can immediately tell the value and positioning of the company on the website:
Forget Everything You Know About Insurance
Instant everything. Incredible prices. Big heart
Lemonade has 2 chatbots: Maya and Jim. Onboarding is handled by Maya, who maintains very clear and concise instructions that feel like they come from a real person. Maya's first question is: Do you already have a Lemonade account? You can either say YES or NOPE. Making the brand voice just right for the target audience. Lemonade tells its users that Maya and Jim are bots yet still manages to give the conversation a feeling of authenticity. It's a great solution for a generation that wants to get things done quickly but doesn't want to spend time on the phone with a real person.
This website has a great flow and conveys a powerful message about the #JTBD. Lemonade keeps it simple and makes the product customer-centered by providing more accurate information and personalizing it for the users. Users need to fill out a form with their name and in a series of simple questions and awesome graphics, they can tailor their insurance to each individual's needs. Here’s an example of my conversation with Maya:
I’ll get you an awesome price in minutes. Ready to go?
Great to meet you Ofir! What's your home address?
CTAs are very clear and motivating. The fact that the entire site is designed in white, black, and gray, but the buttons are bright pink, helps a lot. It is hard to ignore the minimalist and yet quite impressive design. It makes the insurance look fun and even cool. Lemonade shows how the company's model works with not just a pie chart, but a real pizza! Along with a glass of lemonade (a pink one).
Their Join the Team page is one of the cutest things I have ever seen. From Nigiri to cupcakes, each position gets a different dish. The job description and the requirements are the recipes.
As part of the #onboardingprocess, I had to answer the question, "What’s the size of your home"? After randomly choosing a number, I was told that they did not currently cover homes of that size. As they did not specify the sizes they cover, I wasn't sure what to do next. Apart from that, however, I think Lemonade is doing a great job and reflects the sentence that, in my opinion, nicely summarizes the world of product marketing: "Simplicity is the ultimate sophistication." - Leonardo da Vinci.
To sum up, Lemonade epitomizes the essence of product marketing—a seamless blend of innovation, customer-centricity, and a fresh perspective, setting new benchmarks in an old fashioned industry. Lemonade has successfully crafted an experience that transcends mere insurance, fostering a refreshing connection with its audience.
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