Global P&C Insurance New Venture

The Challenge

The insurance industry is outdated and has not adapted to users’ needs over time. Small Commercial Business owners must buy multiple policies through Brokers and various channels to meet all needs, causing significant coverage gaps and a complicated user experience. Current policies are full of insurance jargon that most business users do not understand and have difficulty accessing a digital experience.

My Role

Our objective was to deliver a project accelerator that implementation teams could quickly deploy and configure based on state-specific requirements. This meant that we needed to be strategic about where we drew the line so that the solution was holistic, yet flexible enough to meet the needs of various practice models. I led the team through a series of story mapping and product vision workshops to identify the minimum viable product (MVP), assign priority to existing stories in the backlog, and ultimately inform the product roadmap.

At key moments in the project, we gathered insurance thought leaders and operational experts from around the country for a series of Service Design Workshops. In these sessions, participants were encouraged to share their perspective, challenge assumptions, ignore constraints, and explore unexpected solutions. This produced over 50 high-value features that were incorporated into the service design framework. As the Design Lead, my role was to plan the sessions, facilitate all of the activities, and then quickly synthesize learnings and document concepts so they could be shared with the project team.

The Approach

To build the overall venture, the team focused on three major themes, including product strategy, product design & ideation, and service design. By narrowing the process to these three themes, the team was able to incorporate user research and trends, test solutions and rapid prototypes, and define the resources and processes to manage the overall venture.

Product Strategy - Defined the product strategy and value proposition of the new venture and product. Built and implemented the product's journey to create the ultimate user experience simplifying the insurance industry as we know it.

Product Design & Ideation - Conducted research to develop a deeper understanding of insurance users. Brainstormed and generated a range of potential solutions and features to build a prototype to test the experience with key customers.

Service Design - Organized and built the new venture operations, resources, and processes to maximize the employee experience, creating the best overall customer experience in insurance.