A app that saves lives through crash detection technology with EMS and tow services.
My role:
As Lead Designer on Openroad, I was hands on designing the experience across both mobile platforms. I worked within our tactical team using data-driven growth strategies and experimentation to drive adoption.
Problem to solve:
Each year, over 6 million car crashes in the US result in nearly 40,000 deaths. Insurance companies bear high costs in claims payouts and management, driving the need for better claims solutions.
Our solution:
CMT developed technology to detect car crashes, we used Openroad—an app designed to save lives to uncover consumer value, and serve as the first step toward creating better claims data.
App Onboarding
Onboarding was crucial, as crash detection was a new technology that users weren’t familiar with. We focused on educating them on how Openroad detects crashes and connects responders —building trust and confidence. This was initially run as an A/B test and it ended up increasing registrations by 8%.
Crash Demo
Since most users would rarely experience a car crash, it was crucial to simulate the experience and familiarize them with what to expect. We created an interactive demo that guided users through the crash detection flow, ensuring they understood how Openroad responds in an emergency. Users that completed the demo actually retained 5% better than those that did not.
App Experience
The goal was to make key information clear upon opening Openroad—showing it was active, ready to detect crashes, and capable of accurately sending help to the user’s location. This change was a direct result of user feedback that they were confused if the app was working or not. The experience also provided assistance when needed and driving insights to help prevent crashes.
Crash Assistant
To enhance the crash scene experience, we developed 'Ora' (Openroad Assistant), an AI bot designed to gather key crash details, reducing time and hassle when filing a claim. CMT integrated Ora as a core feature in its Crash & Claims product suite, enabling insurers to use it directly in their apps to collect claims data.