A dynamic data-led platform with customized insurance and benefits product solutions per unique business needs
Company and Role: Oliver Wyman, Creative Lead, Customer Experience Lead
Rapid Prototyping
Recently, I’ve led several prototyping projects at Oliver Wyman Studio.
Over the course of 4 week sprints, myself and the team have worked in an agile method to test hypothesis with users/customers and evolve our concepts investing only the right amount of time and capabilities before doing further work.
The Challenge
Our client, a large insurer, recognized that SMB (Small/Medium Business) owners struggled to maintain a holistic view of the protection they needed for their business, and the coverage their employees needed for themselves.
They came to us with an initial solution and engaged the team to bring it to life to explore product-market fit via rapid prototyping and to test with real users.
4 Week Design Sprints
Over 4 weekly design sprints, I’ve overseen the creative process and worked closely with an interdisciplinary team that included data science, software development and insurance domain expertise leads.
Explore
We explored needs of two user groups via a series of interviews to shape our perspective of what start-up owners’ do, think, and feel along different stages of their journey
Design
Once we identified customer needs, we started with high level solution concepts and carried out collaborative whiteboard sessions
Build
Wireframes to test solutions
First, we incorporated learnings from customer interviews into our solution design and developed a clickable prototype to gather additional targeted feedback from users
Evolve
Develop dynamic prototype
Building upon the data we gathered during user testing, we used FramerX to rapidly develop semi-dynamic version of critical screens to test interaction models with users and further refine customer experience based on new insights
User testing with Live FramerX Prototype
We built a dynamic, data-responsive prototype as a response to the user data we collected in the initial round of user testings.
We identified that SMB owners :
1) Have a big pain point around paperwork submission
2) Don't know where to start when they buy insurance
3) They want to buy only the minimum amount of products when they first start
4) They want to think about employee benefits as they grow but they also want to be competitive in the market to attract the best talent
Results
We surfaced product-market fit learnings, critical to build conviction around initial idea for next-stage funding and started the next phase of our MVP solutions based on our customer research and user testing findings.
Developed a better understanding of SMB owners needs around protecting their business and offering benefits to their employees
- We iterated the product model to serve an ongoing relationship with users instead of a one-time bundle service.
- We decided to base our MVP around educating users for a minimum amount of products they need when they start and some smart products add on as they grow.
- We are building features to give them live competitive market data to understand what is appealing to their desired talent
- We are educating them on new legal updates and how they can take precautions.
Watch Kobi Live Prototype
