The Problem
The initial business goal was to create a B2C security app for residential homeowners, focused on alerting them to leakage or major water pipe breakages. However, we identified a critical challenge: how do we keep users engaged with a security product they might rarely use? We needed to find a compelling reason for homeowners to open the app regularly.
My Role
As the UX lead, I guided the research, strategy, and design process. I was responsible for uncovering user needs, pivoting the product strategy based on our findings, and designing a solution that delivered value for a new target audience.
THE Approach
Initially, our UX strategy centered on B2C engagement, exploring gamification around water saving and providing real-time data on consumption. However, in-depth user interviews revealed a surprising insight: homeowners were not worried about water damage because their insurance companies would cover the costs. This "insurance" narrative became a recurring theme, with users stating, "I'll simply call my insurance, and they'll take care of it."
The Solution
We realized the product's true value was not in serving the end user and we redefined our research and design efforts to focus on the needs of insurance companies. Our research identified a lucrative market in Northern Europe, where frozen pipes frequently caused water damage. We designed a new set of features that allowed insurers to proactively monitor water pressure and communicate with clients, enabling them to prevent damage before it occurred.
The Outcome
The GROHE Sense App successfully evolved from a low-engagement B2C product into a highly valuable B2B offering. Today, over 20 insurance companies, including major players like Zurich and Tryg, have partnered with GROHE, actively using the app and sensor system to monitor and prevent water damage.
This strategic shift and feature set resulted in a 40% reduction in the need for a service specialist to conduct onsite leak investigations.
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