Building a highly innovative proposition to attract new customers

With Kinetic’s vision for a new customer segment in mind, Orange Squid partnered closely with their team, applying a structured and hands-on innovation process:

1. Deep Exploratory Research

1. • We conducted comprehensive research with individuals in the target segment, both current and potential customers, gaining a deep understanding of their functional, social, and emotional drivers related to financial and superannuation decisions.

2. Opportunity Discovery

1. • Insights were distilled into clear opportunity areas, providing Kinetic with a deep understanding of what mattered most to this segment. These insights were articulated into opportunity areas which were very different to Kinetic’s original views.

3. Collaborative Ideation

1. • Orange Squid facilitated workshops involving Kinetic team members and representatives from industries outside superannuation. This fresh perspective helped challenge existing paradigms and spark radical ideas.
   • Large and small ideation sessions focused on specific aspects of the opportunity areas, producing a range of innovative concepts.

4. Strategic Partnership Development

1. • One of the strongest ideas involved forging a partnership with a prominent Australian brand outside the superannuation industry. This collaboration allowed Kinetic to develop a unique and compelling value proposition to their new segment.