FloowCampaigns: Behavioural nudges that drive real-world change

Type of project

A real-world initiative designed and led within The Floow’s mobile platform, deployed in live insurer apps to improve driving behaviour through targeted engagement.

Company & product overview

The Floow builds mobile apps for insurers that encourage safer driving through telematics. FloowCampaigns is a product feature that lets insurers deliver targeted, time-sensitive nudges and content based on driver behaviour, context, and score performance.

Skills & area of focus

Behavioural design, UX strategy, campaign architecture, product design, content design, segmentation logic, user engagement, system design, data-driven UX, experimentation.

Project problem or purpose

Insurers wanted to actively influence driver behaviour, not just track it. But engagement was low, and feedback was either generic or disconnected from context. We needed to build a system that enabled timely, personalised nudges that felt helpful, not annoying, and that actually moved the needle on behaviour.

Roles, responsibilities, & team

As Head of Product Design, I led the product strategy, experience design, and framework creation. I collaborated with product managers, behavioural scientists, data analysts, mobile developers, and insurer partners. We also involved customer success teams to validate message relevance and timing.

Timeline, scope, constraints

The project unfolded over 12 weeks and had to support configurable rules, localisation, and insurer-specific themes. Constraints included limits on data usage frequency, notification policies (iOS/Android), and user opt-in considerations. Everything needed to work without bloating the app experience.

Process & what I did

I led the development of a modular campaign framework, with templates for speed alerts, score coaching, milestone celebrations, and safety reminders. We created behavioural personas and mapped likely moments of friction or opportunity. Each campaign was designed as a self-contained message-action loop, with guidance that felt personal and timed to driving context. I also designed a dashboard for insurers to track and tweak campaign performance without needing developer support.

Outcomes, results, & lessons

Campaign-driven engagement increased by 62%, with select nudges showing a measurable drop in risky driving behaviours. Insurers loved the ability to run their own experiments, and drivers responded positively to contextual guidance. Key takeaway: when you blend behavioural design with well-timed data, you don’t just inform, you motivate. And that drives safer roads.