Sponsor: Chief Digital Officer
Mandate: Create and deliver a digital feature that increase the perception of value of the insurance service, outside of the claims or self service insurance experience.
Goals: increase digital interaction, increase data collection and client satisfaction.
Hats worn: Manager, Design & Strategy
“I just want to set it up and forget about it
”
Hypothesis An insurance company is a low interaction service. Clients only interact with the company when paying a bill, have an accident or need to modify something on their contract. The core service of an Insurance company is the claims experience, getting the user “back on track”. Luckily, most of the clients do not get to experience that, and there is no apparent value for the recurring payments.
Our mandate was to create an ecosystem of innovative and market differentiator features that address real client needs and increases the perception of the value of the insurance product.
Phase 1 - Discovery
With such a ambiguous but exciting mandate we turn our focus on the 3 different sources of knowledge: the driver, the market and the tech.
Illustration: 1 / 4 problems Canadian car owners face.
WHAT DOES THE CAR OWNER NEED?
We interviewed 21 canadian drivers about the car ownership experience and defined 4 problems that we could offer a digital solution for.
We illustrated them as comics for easy internal communication.
WHAT OTHERS DO?
We indexed Canadian and US insurance companies offering solutions within that space. We mapped also the car industry segment of digital solutions offered as part of the car digital system or as accompanying technology.
We also collaborated with Intact Ventures department, to identify on the Canadian start-up scene any opportunities for investment and partnerships.
North american digital feature benchmark.
Innovation sprint, July 2019
CAN WE DO IT?
The speed of delivery was vital for the mandate.
Once we knew what the main car owner problems are, what the industry is up to, we turned back internally to explore cool tech solutions. We organized a one-week Innovation Sprint for the Mobility Tribe. We presented all our discovery to engineers, designers, content creators and, within one week, they had to Demo a coded solution.
In 1 week we generated 4 functional prototypes and explored technologies as Optical character recognition OCR, Near Field Communication (NFC), Augmented reality (AR), Bluetooth and so on.
Phase 2 - Design
As a product team, based on all gathered knowledge, we formulate a theory, generate prototypes, and visualize the potential solutions. And then, we test, validate and test again till we find the right balance of product value, scope and innovation.
“I want an insurance company that is supporting me
in the evolution of my life; of my journey as a human being, as a homeowner & driver
”
Early solution mapping. Image is blurred to respect the strategic information within
Designers waiting for the next participant in a concept validation session
Concept Validation we created 10 concepts/ideas and asked car owners if they find them useful if they would use them.
10 moderated user concept validation interviews
Proof of concept: we collaborated with the IT teams to create several proofs of concept to further explore the scope and gain knowledge
cc. 5 technical proof of concepts
Prototypes: once we define the scope, we created multiple prototypes the usability of the feature
cc 20 versions, cc 40 unmoderated users tests
Early product mockups
Phase 3 - Implementation
In an Agile environment, scope is fluid, and a design team is part of the development journey. The design team, together with the product team, collaborate on:
Agile: The high level Double track for Design and Development
First product version, the MVP, aimed to pilot the feature and monitor early adopters behaviours
Build with scalability in mind and to be a good foundation for future iterations
Inspire stakeholders to further invest in a diversified portfolio of features for Canadian drivers, by creating client loyalty and user engagement
* All direct specifications of the projects are obscured out of the respect for the people and the company still working on the project.
The presented work is a result of a group of talented people that I have been part of. I will happily grab a coffee with you and share more details about my work and contribution.
