This weekend I am reading Service Design: From Insight to Implementation and came across a truly exceptional prototyping tool. Well, it is not actually a tool, per se, rather it is a brilliant solution that the team came up with.
In 2009, Norway’s largest general insurer, Gjensidige (pronounced yen-SEE-dig-ah), decided that they wanted to serve their customers beyond the typical insurance experience where insurance is complicated, involves multiple stakeholders and channels, and is a classic example of the mistake where a service is sold as a product. No small task.
Before the change program began, Gjensidige employed customer service designers to challenge what the ideal insurance service might look like. The initial task was quite broad – Gjensidige wanted to find out about people’s behaviors, motivations, and relationships to insurance. It was critical to not only understand the mindset of Gjensidige’s customers but also that of their staff.
The approach taken by Gjensidige is typical of service design; insights research, workshops, service blueprinting, service proposition development, concept sketches, and presentations, testing and, of course, delivery. The team learned that quantitive methods are good for creating knowledge and understanding of the files, but they are not terribly useful for translating knowledge into action and helping organizations actually do something with it. Qualitative methods are better suited to bridge this gap so, off they went and developed a prototype.
As expected, the true challenge here was to make the invisible visible…or rather make the right things visible and remove the rest of the noise in the offering.
I am reading the Kindle version of Service Design: From Insight to Implementation so I can’t tell you the exact page number is but if you are interested, search for “Experience Prototyping the Service” and you will find this amazing story of resourcefulness. Anders Kjeseth Valdersnes, the design team’s Microsoft Excel expert, built a prototype of the product in Excel, which had all the tools required to handle the actuarial tables and live information visualization. Now here is the astonishingly brilliant part – instead of spending a week or two designing and coding a browser-based prototype with a functioning back-end database, Anders did it in TWO DAYS and designed it to look like a website so that it could be tested with customers and prospects. In two days! In Excel! That is nothing short of brilliant.
With this prototype, the team was able to conduct experience prototyping with customers discussing and buying insurance, a salesperson selling insurance, and someone trying to submit a claim.
This is exactly the sort of ingenuity that I find inspiring. Well done, Gjensidige, very well done.