The Product
The GROHE Sense app is a groundbreaking water security product and one of the most significant and innovative projects I have had the privilege to lead. This mobile application allows users to monitor and control the Sense water management sensor system from anywhere, at any time, providing real-time data and the highest level of security against potential water damage.
The Challenge
While the primary business requirement was to create a security app that monitors and alerts users about rare water pipe breakages, our main challenge was to keep users engaged with the application during normal times. We needed to find additional value that will justify having an application.
This task proved to be more difficult than we initially anticipated.
Our approach
In the beginning we build our UX strategy around encouraging water saving through gamification and also provide real-time information on humidity, water consumption, and costs, trying to find the best engagement angle.
However, the true revelation came later, during our user in-depth interviews.
THE WOW MOMENT
Following our Kick-Off workshop, our Stakeholder Map suggested that the product should primarily target residential homeowners. However, as we moved forward with our field research, a surprising pattern emerged. Homeowners were not significantly concerned about water damage because they all had insurance coverage. The word "insurance" echoed throughout our interviews, with sentiments like:
‘If a pipe bursts in the wall, I’ll simply call my insurance, and they’ll take care of it.’
This insight led us to a strategic shift. We realized that the product had greater potential as a B2B offering for the insurance industry, serving as a monitoring and damage prevention system. Insurers, after all, were the ones ultimately responsible for covering damages. Our Stakeholder Map quickly adjusted, placing insurers at the center. This was our WOW moment.
Our Solution
We have adjusted our strategy and research to focus on our new target group: the insurance companies.
Our research revealed significant opportunities in Northern Europe, particularly in the Scandinavian countries, where freezing weather often causes water pipes to burst.
One particularly lucrative opportunity for the insurers involved installing our system in clients’ homes when a contract covering water damage was signed. Through the app, the insurers had now the opportunity to monitor water pressure and communicate with clients before dispatching repair crews to the locations.
By introducing a series of features, we reduced the need for a service specialist to visit and conduct an onsite micro leak investigation by 40%.
The Outcome
Today, over 20 insurance companies rely on the GROHE Sense security system.
Thanks to our user-centric approach, the GROHE Sense App exceeded our initial expectations for residential use and expanded into a lucrative B2B offering. Insurance companies across Europe, including Zurich, LähiTapiola, and Tryg, have partnered with Grohe, actively utilizing the Sense system and application for monitoring and preventing in-wall water damage.
Measuring success
Since its launch, the Sense system has gained widespread adoption among insurance companies, especially in Scandinavian countries where pipe freezing and breakage pose a constant threat. As a result, our company has experienced a significant boost in revenue. Notably, the system has reduced water damage costs by up to 70% in certain instances.
Another way to measure success was on LinkedIn. The Sense page on LinkedIn started as a test to establish a communication channel that connects us directly to insurers. Shortly after the launch we start seeing steady, growing basis of relevant followers, insurance industry being the strongest one among non-grove followers.
These are some key figures for the first 9 months:
Follower growth: 664
Number of posts: 58
Impressions: 54.140
Video views: 2.326
Likes: 1.595
Comments: 11
Shares: 149
The Sense App was also a winner of IF Award for 2021 in the Digital category. It is always very fulfilling to receive recognition from the design community for the work we've done as a team.
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