CLIENT: TOWER INSURANCE
Re-imagining the future-state, customer experience for insurance across Tower’s core services (Quote to Buy, Claims, Manage, and Renewals)
PROJECT CONTEXT
Tower Insurance specifically commissioned Nicola whilst at MartinJenkins to bring to life a future-state, customer experience for their five core product offerings with detailed service blueprints as the design output. This project was a critical part of a digital transformation strategy for Tower, feeding directly into product requirements. Nicola was chosen as the service design provider given her reputation as a design leader capable of working alongside Tower’s Exec team/GMs and also as a highly, competent service designer.
PROJECT PROCESS
Over an intense eight weeks, we took a human-centred design (HCD) approach, involving a dedicated, cross-functional Tower team (from CX Design, Digital, Product, Legal, Marketing and Service Delivery) with a dedicated, co-design space, accessible to all.
We used design sprints as the method by which to collaborate, ideate, test and ultimately re-imagine the future experience of the Tower customer. Importantly, rather than start from scratch, we built on Tower’s existing CX Strategy, thus having continuity and alignment throughout the business.
Each design sprint was time-boxed and followed the tried and tested method of Discover, Define, Develop and Deliver with the last two phases continuing for many months after, as concepts were brought to life and implemented. It is difficult to summarise the intensity of this project, the daily effort and energy of the project team and the commitment by Execs to the outcome. This was repeated across all five service lines - an incredible achievement.
PROJECT OUTPUTS
Tower continue to build and implement future-state concepts, detailed in the service blueprints nearly four years’ later:
-
HCD capability building across the Tower’s project team - a key deliverable of the work
-
Lo-fi customer journey maps detailing the current state
-
Ideation workshops leading to concepts for continual iteration (storyboards/concept sheets)
-
Visualisation of the future states as easy to grasp scenarios
-
Service blueprints designed as living documents for continual adaptation by Digital, Product, Legal and Service Delivery teams
-
Development of core concepts into refined prototypes for development
An example of the technical detail of the service blueprints produced, providing clear direction for the future of Tower’s products. Process maps and requirements were created based on the contents of the blueprints, critical for internal teams and externals vendors as part of the next phase of the transformation project.
Building HCD capability within the team was a key deliverable of the project - this is an example of a Tower employee building understanding and confidence in storyboarding. Powerful ideas illustrated by simple drawings.
The multi-disciplinary, Tower team hard at work - we intentionally had a variety of workshop formats, where participants could work individually or together which elicited critical knowledge and ideas on the future state of insurance.