Flee, the long-term consumer rental
When Aon decided to expand its business lines by entering the mobility market, it engaged Caffeina to create a collaborative path to build an end-to-end service.
We were then involved in shaping this innovative service, designing its strategy, branding, positioning, and digital service experience.
From one idea to a new service.
Together with Aon Mobility Solutions, we created a multidisciplinary agile team that, through a series of workshops and validation, worked on the entire digital service creation.
A collaborative, multidisciplinary, data-driven, and people-driven method has allowed us to be aligned at all times during all phases of service design. We analyzed the mobility market, identifying scenario trends and competitor positioning regarding services, experiences, business models, and communication. Having identified the most strategic potential target audience for Flee through surveys of Italians’ attitudes and mobility behaviors, we then synthesized the insights by hypothesizing three primary personas.
A winning strategy is built together.
We started by mapping the major players already active in the industry and analyzing their offers, pricing, and modes of operation. Once strategic insights were identified, we held a workshop with key project stakeholders to determine the service’s value proposition.
Based on the insights and value proposition, we then designed the brand positioning strategy, its own strategic direction, and creative positioning to make the service relevant to people and distinctive in the market.
Flee. Birth of the brand.
Having clarified the strategic direction, we contributed to the birth of a new brand, starting with the conception of the vision, mission, and video manifesto.
We then defined, together with Aon, the naming, payoff, visual identity, and brand book of communication that could best express the innovative potential of this new way of experiencing car mobility.
Thus was born the name Flee, a word that literally means “to escape” and that we wanted to interpret as an escape to a new form of mobility, finally free from all the compromises and conditioning to which we are accustomed. An association made even stronger by the similarity between flee and free and by the logo, which moves with unstoppable energy toward the future.
Multi-level service design.
In parallel with the service’s brand identity, we designed the customer journeys of people who come into contact with Flee, mapping their entire experience: from individual actions to touchpoints to emotions.
Based on the identified customer journeys, we held a workshop session to analyze the internal processes and co-design the service with all key project stakeholders. We then produced the blueprint document to guide the subsequent project phases.
Design thinking to explore and generate solutions.
We designed a low-fidelity paper prototype of the Flee website and application by directly involving project stakeholders.
Thanks to the participants’ input, we were able to explore different possible solutions, compare and finally prioritize the relative priorities of the different ideas to create a service that would be useful to the target audience while concretely impacting the business.
Prototyping + Testing.
We created the navigation flows for the website and application to identify all the steps and functionalities needed to implement the product. Then, we designed a low-fidelity clickable prototype that was testable with real users to allow us to validate the designed solutions before development and ensure quality and usability at a low cost.
Starting with the brand book, we produced a style guide and a kit of UI components essential to creating the interface. We then took care of building the high-fidelity design of all the site pages and creating the textual and visual content. Once these elements were defined, we moved on to developing the individual front-end components, providing technical support to the system integrator during each release.
Testing on real users for continuous and repeated validation.
Through repeated testing with real people, we were able to refine the service even before it went online. The aspects investigated during testing ranged from the ease of performing specific tasks to the perception of the service offered.