VIS Insurance Case Study: 60% Improvement in Driving Safety Behavior with Gamification
Unsafe driving habits are a major concern for both public safety and the financial health of insurance companies.
The Octalysis Group partnered with VIS, one of Iceland’s leading insurance companies, to create a gamified driving experience that rewards safe driving habits while reducing insurance claims.
The Challenge
Distracted driving is a leading cause of accidents worldwide, resulting in higher insurance claims and increased premiums for all drivers.
Studies reveal that:
- 46% of drivers make phone calls while driving.
- 55% of adults and 73% of young drivers admit to texting while driving.
- 55% of adults and 73% of young drivers admit to texting while driving.
VÍS needed a compelling, interactive solution to encourage safer driving behaviors while providing a tangible financial benefit to responsible drivers. The challenge was to make insurance, which is traditionally perceived as boring, engaging and rewarding.
Use gamification to make driving safer.
Ökuvísir rewards good driving, cutting accidents and insurance claims.
Over 60% of drivers improved their driving scores within 3 months, reducing accidents and insurance claims.
Recognized as App of the Year and Technology Solution of the Year
The Solution: Ökuvísir
To tackle this issue, The Octalysis Group helped VÍS design Ökuvísir, an app that makes safe driving rewarding and engaging. The app evaluates driving behavior using five key risk factors:
- Speeding
- Acceleration
- Braking
- Swerving
- Phone use
Drivers are assigned a behavior score based on these metrics. The better the driving behavior, the higher the score—and the greater the rewards.
Gamification and Rewards
Ökuvísir isn’t just about tracking behavior—it’s about changing it.
- Drivers with high safety scores receive discounts on their insurance premiums.
- The app fosters a sense of agency and competition, leveraging elements of social proof and progression
- A fun and interactive UI/UX keeps drivers engaged beyond just the rewards.
The Impact
The implementation of Octalysis-designed engagement mechanics led to outstanding results:
- Over 60% of drivers significantly improved their driving score within 3 months.
- VÍS saw a notable decrease in insurance claims, reducing financial risks for the company.
- Drivers benefited from lower premiums and increased safety on the roads.
The recognition
Ökuvísir’s impact on road safety and user engagement was widely recognized:
- Winner of the 2021 Design Award.
- Named App of the Year and Technology Solution of the Year.
- Named App of the Year and Technology Solution of the Year.
WHAT THE JURY SAID
“The app bridges the gap between being complex to build and being very simple and easy to use. Complex back-end, original UX design, great user experience, and gamification.”