Our offering is too complicated for our customers to fully understand.
In a category filled with complication, paperwork and hassle, TurboTax shifted negative notions of tax filing complexity into positive perceptions of ease and accomplishment. Using layman’s terms with a simplified and personalized approach, TurboTax made a complex and daunting process feel simple and manageable, turning trust into annual repeat customers.
Infuse ease into even the most complex aspects of the offering. Inspire your customers by breaking category conventions, developing a model that uniquely solves the challenges customers face when interacting with a complicated category.
It’s not clear to our customers what our offering is and how we add value.
Lemonade recognized that so few consumers understand exactly what they’re buying in an insurance package. So, Lemonade built a clearer model for insurance—one that is simple, intuitive and trustworthy. Using client transparency and getting down to just the details you need to know, Lemonade is reversing the traditional insurance model with a new agenda and corporate structures that make insurance plans make sense, to everyone.
Help your customers understand their audience so they can provide clarity not only in terms of their product or service’s functionality, but in what the offering can help their customers achieve.
Our customers have to put in too much effort to use our product/service.
Rather than trying to fit its offering within current category conventions by developing a library of widgets that build upon one another, Slack created one centralized offering that self-defined its own category as “organizational information.” Its product became a “productivity tool” rather than a messaging app by increasing company-wide functionality with everything team’s need for productive workflows in one place.
Help customers build efficiencies into their current structure to make the solution more accessible, streamlining processes for an easier transition from consideration to engagement.
We know that providing a cohesive brand experience can feel a little daunting for complex B to B organizations. Let’s connect and talk through how we can help you better communicate with your customers so that the entirety of your services and solutions are fully understood.