蔚来无忧包2023年全线升级
NIO Worry-Free Package — 2023 Full-Line Upgrade
什么是无忧包？
无忧包是蔚来自研的车险体系，每年都会更新的一套增值服务，一般会在3-4月执行新的版本，其中包含了两个套餐：服务无忧和保险无忧。保险无忧只需付¥1580（不含保费）就可享受蔚来的增值权益，服务无忧则包含了保险和”豪华版“权益，套餐价格根据车辆车辆、车险报价情况不同而有所不同。简单来说就是如果车主只需要基础保养和简单的权益就可以选择经济实惠的保险无忧，而时间成本高、经常刮蹭、新车主更适合豪华套餐服务无忧。
What is the Worry-Free Package?
The Worry-Free Package is NIO’s in-house insurance and value-added service program, updated annually and typically launched between March and April. It consists of two plans: Service Worry-Free and Insurance Worry-Free.
Insurance Worry-Free costs RMB 1,580 excluding the insurance premium and provides a range of NIO value-added benefits. Service Worry-Free combines insurance coverage with a more comprehensive set of “premium” benefits, with pricing varying depending on the vehicle and insurance quote.
In simple terms, Insurance Worry-Free is a more economical option for owners who mainly need basic maintenance and essential benefits, while Service Worry-Free is better suited to owners who value convenience, have a higher frequency of minor incidents, or own a new vehicle.
业务背景 Business Background
车主下定后首先要考虑的是购买保险，每年需要购买一次，可以分为新购（第一年）和续购（第二年及以后），从数据上来看蔚来无忧包第一年新购渗透率已达到95%，而第二年续购率只有70%，第三年至第五年逐渐有所增长，之后趋于稳定。
After placing an order, one of the first things a car owner needs to consider is purchasing insurance, which is renewed annually.
Insurance purchases can be divided into:
New Purchase — first-year insurance
Renewal — second year and onward
The penetration rate of the Worry-Free Package among first-year owners had already reached 95%, while the renewal rate in the second year was only 70%. The renewal rate gradually increased from the third to fifth year before reaching a relatively stable level.
当前问题 Current Challenges
新购：虽然新车主渗透率已经非常高了，但是深度挖掘后有以下几点问题：
新车主在初次了解蔚来无忧包其实是非常难以理解的，具体体现在原有的无忧包详情页用户难以理解，专员需要花大量的时间沟通，且下单流程繁琐复杂
其次专员使用的线上下单工具体验不完整，操作路径繁琐。
续购：每辆车到了续包时间窗口，会分配一个续包专员，联系用户沟通是否要续包，并跟进后续的投保和下单，但当前续包工作没有线上平台工具，总部运营和区域管理员之间、区域管理员到一线续包专员之间的续包leads分发均通过人工线下Excel表格来完成，效率低且容易出错，也无法沉淀leads跟进的过程和结果数据。
另外，第二年续购率低的原因主要有以下几点：
车主在首次使用过程中对于无忧包的感知度很弱，用户调研中车主表示“似乎只是花钱买了几张券”
续购窗口期没有及时跟进车主容易被其他保险公司拦截导致转化率下降
车主使用第一年后觉得套餐不适合，但没有更多的保险、权益选择
New Purchase
Although penetration among new owners was already high, further analysis revealed several issues:
1. The package was difficult to understand
For first-time owners, the existing Worry-Free Package detail page was difficult to understand. Specialists had to spend significant time explaining the package and helping users make a decision.
The purchase flow was also complex and cumbersome.
2. The specialist-facing ordering tool was incomplete
The online ordering tool used by specialists lacked a complete experience, resulting in unnecessarily complicated operational workflows.
Renewal
When a vehicle entered its renewal window, a dedicated renewal specialist was assigned to contact the owner, discuss renewal options, and follow up on insurance and package purchases.
However, there was no dedicated online platform for the renewal process.
Lead distribution between:
HQ Operations → Regional Administrators → Frontline Renewal Specialists
was handled manually through offline Excel spreadsheets.
This resulted in:
Low operational efficiency
Higher risk of errors
Limited visibility into lead follow-up
No systematic accumulation of lead and conversion data
Why Was the Second-Year Renewal Rate Low?
Research identified three major reasons:
01 — Weak Perceived Value
After using the package for the first year, some owners had a weak understanding of its overall value.
One recurring user perception was:
“It feels like I just paid for a few coupons.”
02 — Missed Renewal Windows
If owners were not contacted promptly during the renewal window, they could be intercepted by competing insurance providers, reducing the likelihood of renewal.
03 — Limited Package Choices
After experiencing the package for a year, some owners felt that the existing package did not fit their needs, but there were limited alternative insurance and benefit options available.
方案拆解
项目一：Titan无忧包
设计目标：优化无忧包下单工具提升专员工作效率
设计策略：
1. 简易化：创建一套更高效的使用工具，提升一线专员、fellow、客服工作效率
2. 业务赋能：制定统一的框架系统帮助拓展业务
3. 设计沉淀：规范入库，确保设计一致性，便于其他团队复用
平台：B端app、web
Project 01: Titan Worry-Free Package
Design Goal: Optimize the Worry-Free Package ordering tool to improve specialist efficiency.
Design Strategy:
Simplification: Build a more efficient tool to streamline workflows for frontline specialists, Fellows, and customer service teams.
Business Enablement: Establish a unified framework to support future business expansion.
Design Systemization: Standardize and document design patterns to ensure consistency and enable reuse across teams.
项目二：无忧包详情页
设计目标：通过优化现有无忧包详情页帮助用户快速了解无忧包
设计策略：
1. 简易化：（1）将复杂信息拆分，结构化的展示给用户，降低理解成本；（2）根据不同用户诉求/车型展示信息结果
2. 设计样式：优化整体视觉设计，给C端带来更好的体验平台：C端app
用户：蔚来所有车主
Project 02: Worry-Free Package Detail Page
Design Goal: Redesign the Worry-Free Package detail page to help users quickly understand the package and make informed decisions.
Design Strategy:
Simplification:
Break down complex information and present it in a clear, structured way to reduce cognitive load.
Tailor information based on different user needs and vehicle models.
Visual Experience: Refine the overall visual design to deliver a clearer and more intuitive experience for consumer users.
Platform: Consumer App
Users: All NIO vehicle owners
项目三：续包管理
设计目标：创建一套全新的B端工具便于不同角色的续包同事进行管理和使用
设计策略：
1. 线上化：将续包流程线上化，数据留痕，操作流程更加规范透明
2. 易用性：给一线管理员及专员更高效的使用工具，提升工作效率
3. 可视化：各层级能看到对应指标、过程和结果平台：B端web
Project 03: Renewal Management
Design Goal: Build a new B2B tool to help different renewal roles efficiently manage and follow up on renewal leads.
Design Strategy:
Digitalization: Move the renewal workflow online, creating a standardized and transparent process with traceable data.
Efficiency: Simplify workflows for frontline administrators and renewal specialists to improve operational efficiency.
Visibility: Provide different management levels with visibility into key metrics, progress, and outcomes.
Platform: B2B Web
项目四：无忧包品牌 - TBD
设计目标：提升无忧包品牌感以及使用过程中的感知度
设计策略：
1. 品牌感：创建一套无忧包品牌
2. 一致性：根据新的品牌全链路提升用户感知，和其他业务团队深度合作，确保一致性平台：C端app
Project 04: Worry-Free Package Brand — TBD
Design Goal: Strengthen the Worry-Free Package as a recognizable service brand and increase user awareness throughout the ownership journey.
Design Strategy:
Brand Identity: Establish a distinctive visual identity for the Worry-Free Package to build stronger brand recognition.
End-to-End Consistency: Apply the new brand identity across the full user journey and collaborate closely with cross-functional teams to create a consistent experience.
Platform: Consumer App
