Welcome kit 3.0
First impressions matter-especially when a customer first signs up for Asurion’s insurance and service plans. In those initial moments, they’re presented with a lot of information, often leaving them unsure of what’s actually covered or what value the service provides.
That’s where the Welcome Kit comes in.
We researched, ideated, and designed a kit that clarifies the offering, reinforces value, and creates a memorable introduction to the brand-while staying cost-effective. Our goal was to seamlessly bridge the physical and digital experiences, making the customer feel informed and confident from day one.
The concept, “Tech Care,” tells the story of Asurion’s mission: protecting your home tech not just when it breaks, but by offering ongoing value and peace of mind from the very beginning.
Deliverables
Team management
Art direction
Storytelling
Design system
Prototyping
Usability Testing
Branding
Marketing
Platform
Offline art
Skills
Adobe
Figma
Year
2021
In the last episodes..
In our initial pilot, we distributed 450 welcome kits across two stores at a cost of $25 per kit. The results were clear: we saw a significant reduction in customer churn after both 7 and 30 days.
Encouraged by this early success, we knew it was time to scale.
We expanded the rollout to 3,000 kits across 15 stores-while optimizing the design and materials to bring the cost down to just $10 per kit.
This next phase aimed to maximize impact while remaining cost-efficient, allowing us to gather broader insights and continuously refine the experience based on real user feedback.
Let’s start
Unboxing!
Physicial representation of the digital exeprience.
Premium look and feel that build excitement.
Kit concept: “Tech Care” much more than just a warranty.
Layer 1
Membership card
During our research, we found that while many users signed up for the program, a significant number delayed or never completed connecting their accounts.
To address this, we introduced a physical membership card. The idea was simple: a tangible card makes the program feel more memorable, emotionally engaging, and harder to ignore. It encourages quicker activation and reduces the likelihood of cancellation.
We placed the card prominently in the Welcome Kit, paired with messaging that reinforced the value of being part of an exclusive group. It served as a physical counterpart to their digital plan within the app.
The moment users picked up the card, they were guided through two simple steps to activate their account, making the value clear and the process effortless.
Layer 2
Tech care folder
To elevate the unboxing experience, we introduced a second layer—a $400 value benefits pack.
It included four physical coupons encouraging in-store visits and a unique calendar that connected seasonal events to relevant services. One coupon could even be gifted to a family member, helping expand reach.
While these benefits were also in the app, holding them made the value feel real. The calendar added a thoughtful touch, reinforcing the variety and usefulness of the service year-round.
4 in-store vouchers
Folded calender
Layer 3
Protection booklet
The third and final layer featured a booklet covering all home electronic devices - a challenge, given the service supports over 1,000 products.
We solved this by designing a journey through different rooms in the home, using custom illustrations to highlight key devices in each space. This approach made the coverage feel personal and easy to understand.
To close the experience, we added a clear call to action linking users to the digital platform for even more value and engagement.
Rolling out!
3,000 kits rolled out in 16 stores (CA, NY, NJ)
Traveled to NY and NJ to
train store experts and observe kit interactions.
Dscout diary study
Analyzing data from participating stores and planning next steps
Dscout diary study
What did our new customers say?
20 secret shoppers: Control and test groups in east and west coast stores.
״I felt like the kit had more details than the customer service representative. The details I was looking for are in the kit.״
“There was much more details in the kit. It met my expectations because the questions I was wondering like what devices I could use were in the kit.”
“Definitely premium if not extremely premium, it’s well packaged, easy to follow, high quality print. Good stuff!”
“I didn’t know that more than 1,000 devices are covered including remote controls. I didn’t know that I could get 20% off accessories at participating uBreakiFix stores.”
Quantitative analysis: 30 day churn
Positive impact on churn in medium/high performing stores
