Project Overview
In 2021, I worked as a service designer for Zurich alongside a Senior Insurance Product Manager on a proposal to develop a new insurance product aimed at SMEs and freelancers in Spain. This project spanned five months, utilizing tools such as Microsoft Teams, Figma, and Mural for collaboration and design.
Content (Brief)
The goal of the project was to design an innovative insurance product that addressed the specific needs of SMEs and freelancers, offering comprehensive and flexible coverage tailored to their diverse activities and risks.
Problem Statement
SMEs and freelancers in Spain face significant challenges with insurance coverage. According to data from the Federation of Self-Employed Workers Associations (ATA), 80% of freelancers feel that traditional insurance products do not meet their specific needs. Additionally, a study conducted by Zurich revealed that 70% of SMEs are underinsured, primarily due to the inflexibility and lack of customization in current insurance offerings. This gap in the market necessitates the development of a tailored solution that provides adequate and adaptable coverage.
Crafted Solution
We developed a modular insurance product that allows SMEs and freelancers to select and customize coverage according to their specific needs. The insurance includes modules such as business interruption protection, cybersecurity, and professional liability, among others. We introduced subscription and pay-per-use models for greater flexibility.
In-Depth Analysis
Interviews: Conducted with agents, brokers, end-users, and stakeholders to understand their needs. Structured and unstructured interviews were recorded and transcribed for detailed analysis.
User Segmentation: Defined buyer profiles using qualitative projective interviews.
Service Blueprint
Developed Service Blueprints to map the service process and identify improvement opportunities.
- Initial Contact: The client's first point of contact with the insurance agent.
- Needs Assessment: Identifying the client's specific insurance needs.
- Presentation of Options: Breakdown of customizable insurance modules.
- Purchase and Payment: Streamlined process for purchasing and paying for insurance.
- Post-Sale Support: Ongoing assistance and claims management.
- Needs Assessment: Identifying the client's specific insurance needs.
- Presentation of Options: Breakdown of customizable insurance modules.
- Purchase and Payment: Streamlined process for purchasing and paying for insurance.
- Post-Sale Support: Ongoing assistance and claims management.
Insights
Opportunities: There is a clear market need for more flexible, modular insurance products tailored to the specific needs of SMEs and freelancers. Enhancing digital tools to simplify policy customization can provide a competitive edge.
Threats: Established players with strong brand loyalty and extensive networks may pose significant competition.
Creative Workshop
Facilitated a workshop using techniques like mirroring, SCAMPER, and service blueprint to generate and structure ideas. We used Mural to organize ideas and enable effective team collaboration.
My Approach
Conducted brainstorming sessions on Mural to generate possible solutions, focusing on how to offer flexibility and personalization in the insurance product.
Possible Solutions
Modular Insurance: With user-selectable options.
Simplified Interface: For easy policy management and customization.
24/7 Support: For immediate assistance in case of claims.
Sketches & Wireframes
Created initial hand-drawn sketches of possible interfaces and then developed wireframes in Figma for clearer visualization.
Iterations
Conducted multiple iterations based on feedback from the team and initial user tests, adjusting the design to improve usability and product understanding.
My involvement in this project concluded after presenting the concept and low-fidelity designs. The final concept included a modular insurance product with customizable options, an intuitive interface for easy policy management, and flexible subscription models. The groundwork laid by this concept provides a solid foundation for further development and implementation by the Zurich team.
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