Co-op
Designing the future of insurance
Discovery and service design project to create a shared vision for the ideal Insurance service of the future
The Challenge
The Co-op is an iconic brand based in the UK with the purpose of benefiting community by doing ethical business in food, insurance, electrical, retail and funeral care.
Holistic understanding of customer experience and Co-op Insurance products, to set recommendations for improvements and future business vision. It was my responsibility to communicate the voice of the customer and weave the thread between products, teams and stakeholders.
The outcome derived from customer understanding, service maps, opportunity concepts and business cases to be plotted against a future gazing roadmap.
My Role
Design Researcher
Duration
12 Week engagement
Skills
Research planning
Stakeholder interviews
Recruitment
Screening
Customer interviews
Diary studies
Insight synthesis
Storytelling
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The Process
Over 12 weeks we delved deep into what customers experience when buying insurance from Co-op. Carrying out interviews, surveys and observational tasks we were able to distinguish their needs, goals, behaviours, frustrations. The team and I started to visualise and synthesise the service journey, business insights supported by data and customer insight based on 19 customer interviews, stakeholder interviews and shadowing staff in customer contact centres.
Co-locating at Co-op buildings, we were able to speak to the relevant people quickly, ask crucial questions and align with teams on a daily basis. The ability to collaborate with Co-op internal teams offered great opportunities for workshops, ideation, sharing insights through show and tells and iterate service maps with different perspectives.
My Role
Designer
Duration
12 Week engagement
Skills
Research planning
Stakeholder Interviews
Customer interviews
Research synthesis
Facilitation
Employee shadowing
Surveys
Map visualisation
The Outcome
Involving stakeholders in the process we were able to identify key problem areas in the customer experience such as membership loyalty and insurance breakdown specifications.
Service blueprint maps visualised the connection between customer, business, systems and data.
The artefacts helped create a shared understanding of how the business operates, where there are fragmented areas and align teams towards a more strategic vision. Formulated business cases across a roadmap. Envisage the future service with design fiction and initial concepts.
Assets
Customer journey maps
Behavioural personas
Archetypes
Customised loyalty loop model
Story moments
Design Principles