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HiRoad Insurance

I helped create and launch an entire insurance company from scratch in less than 2 years, from vision to MVP. Working as a creative and CX consultant, I partnered with data start-up BlueOwl to create the HiRoad brand and product — a telematics-based mobile app, insurance company, and patented technology solution.

www.hiroad.com →

My Role: Inventor, Creative & UX Direction, Product & CX Design
Client: BlueOwl (State Farm)
Co-Inventors: Eric Dahl, Steve Harris, Jason Sanchez, Blake Konrady, Tac Leung, Micah Russo
Creative Team: Gareth Finucane, Karen West, Nate Davis, Scott Anderson, Jason Meyers

 
 

 

THREE THINGS

Inventor on Patents
Inventor on official patents for the BlueOwl/HiRoad product design and technology solution.

Design Leader & Maker
Created every wireframe — over 200 wires & sketches — for entire product experience while directing the design.

Trusted Client Partner
Worked side-by-side with client teams in their design sprint process, while providing guidance and expertise.

 
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“Aaron is the secret sauce that made HiRoad what it is. He’s a part of our DNA. We couldn’t have done it without him.”

– Eric Dahl, Founder & SVP of Marketing at HiRoad
 
 
 

An Evolving Role

As BlueOwl grew and staffed the work internally, the SapientRazorfish team rolled off. BO asked to keep me on board to help build their team, teach and direct new team members, and ensure quality of the work.

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Road-tested

Alternating between Chicago and San Francisco, I worked virtually via Hangouts or iBeam robots when I wasn’t there in-person.

  • 2 years, 5 cities

  • 200+ days in San Francisco

  • 150,000+ miles flown

  • From 4 founders to 100+ employees

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Product Vision

Insurance was broken and antiquated. Our customer-centric discovery process helped us uncover insights and test our hypothesis for our product design. Along the way, we learned what type of brand we wanted to be.

 
 
 
 
 

We tested concepts with dozens of prospective customers for weeks to gain an understanding of their perceptions and feelings around insurance and telematics.

 
 

 
 

PROOF OF CONCEPT

Opportunities began to emerge. A product experience vision (pre-brand) was created as a POC for securing the first round of funding. But this was just the beginning...

 
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Branding

HiRoad is different than traditional insurance — not only by how it works, but especially in personality. The brand transformed through months of research, execution, and iteration. From five different names to dozens of logos — the brand would evolve with the product design and a new model for insurance.

 
 
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The Insurtech Wave

Over the course 2016-17 there were new tech-based insurance companies sprouting up every month. HiRoad needed to differentiate themselves from oldsurance as well as a swarm of startups promising a better insurance experience.

 

 

Primary Brand Values

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Rewarding
Give people recognition and incentives for mindful living.

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Empowering
Give people control via insights that help them live how they want to.

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Engaging
Act like a friend — likable, transparent, and straightforward.

 
 
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Symbolism & Optimism

The uptick signifies that we’re not here to coast downhill. We’re not here to carry on straight ahead. We’re here to ascend. It is this meaning that defines the HiRoad ethos.

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Reinventing insurance — for all of us.

Before HiRoad, insurance didn’t recognize and reward responsible behavior in real time. But by giving monthly incentives for smart driving, we align what’s best for you, for us, and your community.

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Website & Quote App

I designed the architecture for the HiRoad website, as well as the quote and purchase flow. Then, I directed the design of the UI and content for the user experience.

 
 
 
 

The quote app architecture took shape over the course of a year as we built the backend and front end experience, and tested iteratively with users.

 
 

 
 

HOME PAGE

The HiRoad home page needed to quickly help shoppers understand the primary reasons to believe, while providing a quickly consumable description of how the product works. 

 
 
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HOW IT WORKS

Helping customers understand how a telematics insurance product works is no simple task. We broke down the mechanics of our model and technology into a tangible and interactive experience.

 
 
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AUTO QUOTE APP

Customers find auto insurance confusing. We explored many flow designs to provide our shoppers with a fast and trustworthy quote. This meant just enough automation and guidance to make it feel personalized.

 
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Taking the HiRoad

Within minutes, new customers can get insured, download the app, and start saving by doing what they already do: drive smart.

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App Experience

HiRoad uses telematics for good. Unlike traditional insurance that punishes you for bad driving, the app uses your driving data to encourage, enable, reward, and celebrate more mindful driving.

 
 
 
 

 
 

CREATING A DRIVER FOOTPRINT

The minute you start using the app it begins learning when and how you're driving.

 
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Training is gamified to encourage completion and set the tone for a positive, rewarding relationship.

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A REWARDING EXPERIENCE

HiRoad's monthly feedback loops encourage behavior change on the road by recording your trips and providing guidance on how to improve. Your premium won't increase, but you can earn up to 50% discount each month.

 
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STARTING LOW-FIDELITY

What would eventually become an intelligent, data-driven telematics app, started off as sketches on post-its. Dozens and dozens of them. Gradually the designs increased in fidelity as we needed to tease out details.

 
 
 
 
 

 
 

“There are sprinkles of Aaron’s work and insight all over the place and they won't be going anywhere anytime soon.”

– Kayla Drozd, Marketing Manager at HiRoad
 
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HiRoad Launch

23 months later, we launched HiRoad in Rhode Island and sold our first policy online.

 

 
 
 

Inventor on Official Patents

In addition to the four founders, I’m listed as inventor on the official patents for the HiRoad product design and technology solution, making me one of only seven individuals credited.