Our Digital Innovators work in various industries and organisations. During one of our innovation projects we completed a service design project at VvAA.
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The challenge at hand
VvAA has a duty of care to assess once a year whether the situation of its clients still fits with their current portfolio of insurance products. Meeting this duty of care has been challenging during the last few years for the entire financial industry. This can lead to a suboptimal product offering to clients, fines, and missed opportunities for cross- and upselling. VvAA wants to test and build a new innovative and efficient model to adhere to its duty of care. In this project, we experimented with a first pool 6000 members.
We applied the Double Diamond Framework to provide guidance and to tackle the challenge via a structured approach. We started with the Discover phase in which we immersed ourselves to understand the current situation. We talked to people within the organisation, analysed all information of the current customer journeys, we interviewed members to get an understanding of their perception of VvAA and their preference of contact. Next, we made an analysis of the data in the Define phase.
In the Develop phase, we focused on developing new customer journeys and relevant touchpoints for every different member segment. We made a service blueprint and stated hypotheses for our experiments to solve the problems that we deduced in our Define phase. We then entered the Deliver phase where we iteratively designed, crafted, and developed experiments to test our ideas and potential solutions into something tangible.
In our execution, we collaborated with behavioral science experts to track down and experiment with psychological techniques that we applied in all content throughout the whole customer journey. Every month we launched a new customer journey for a particular segment of members. We acquired qualitative feedback through implementing questions about customer satisfaction- & effort scores, running user tests and interviews by phone. We monitored and gained quantitative feedback through analysing open & click-through rates, and drop-offs within the journey. After every wave, we collected feedback and iterated the customer journey.
Through six months of experimenting and iterating the customer journey, we validated a solution that fits the needs of VvAA’s clients. In order to make it a repeatable and scalable model, one of our Digital Innovators is now helping to further tailor this solution to the needs of specific client segments.
- Implemented a structured workflow and way of working with all internal and external parties involved
- Laid the foundation to experiment and execute at a rapid pace within the systems of VvAA
- One validated solution that fits the needs of VvAA’s clients
- A roadmap for further tailoring each customer journey to a specific client segment