DESIGN THINKING

Isabel Krumholz Adler, MSc

who am I?
who am I?

design business
design thinking
design thinking
aproach that brings

business closer to users

design thinking
aproach that brings

business closer to users

needs
Innovative
sollutions
design thinking doing
aproach that brings

business closer to users

design thinking
helps solving

wicked problems
with focus on the people involved
what kind of
problems?
> Development of new product or services

> Creation of new business models

> Customer satisfaction and loyalty

through language humanization

> Change Management

> Turnover at call centres

how?
EMPAThy
Stepping into the other’s shoes:
understanding the context from the point of view
of those who experience it

human focus
Observing extreme behaviors
Identifying opportunities and needs
visualization
Based on the collected data, patterns are identified
and expressed visually

comunication and
empowers

information connection
colaboration
allows connection among different backgrounds and
involves multiple perspectives to reach an holistic
understanding of the context

innovative solutions
emerge from diversity
prototyping
constant experimentation to fail early
and reduce risk

learn by doing and

test to obtain feedback
when?
Fuzzy Front End

DESIGN

Identify what should be developed

Understand the context of the stakeholders of the experience
Explore what will be usefull and desired by people in the future
Analyse opportunities
design thinking

IMERSion IDEAtion PROTOTyping development

to understand to create to test to apply
 design thinking
analisys idea final
synthesis selection decision

IMERSion IDEAtion PROTOTyping development

Understanding Creating Testing Applying
insurance communication case

Challenge:
How to humanize and simplify insurance
communication in order to establish a circle
of trust and delight between insurance
companies and their clients?
 Insurance jargon is embedded
in all service touchpoints: IMERSion
Understanding

premium?
liability?
coverage?
Multi-method ethnographic
study to understand the
customer’s experience

Assessing each service

touchpoint, the role of its players
policy?
and artifacts to discover feelings,
beliefs, dreams and needs.

claim?
 IMERSion
Understanding
Interview
claim analyst
“People normally doesn’t
know most of the numbers
we need them to provide.
They are stressed and
sensitive at that moment.
Our process should
consider this... Or the
numbers should be more
accessible.”

Artifact archeology
customer
“This (booklet containing
the rules of the contract)
is not for me. This is
for the company. If they
decide they will not pay
me they will use any
excuse from here.”
 IMERSion
Understanding

Cultural Probe
customer
“If a communication
from the service
provider looks like ad
I will instantly throw
it away. A contract
should be presented
with the importance it
has.”

Shadowing
tow truck driver
“People are normally nervous
when I arrive. Sometimes to
the point they are hindering
my activity. It would help if
there were something to keep
them busy while I perform my
work.”
colaborative data analysis
85 insight cards generated
5 personas
 IMERSion
Understanding

Each touchpoint presented its own

context challenges.

The communication to be designed

should address the client’s emotional
context, considering the moment and
location of delivery.
The insight cards were used
by the insurance professionals IDEAtion
during a series of co-creation Creating

workshops.
 IDEAtion
Creating

The ideas generated were positioned in a decision matrix.

The framework helped prioritize ideas and decide on

where to start prototyping solutions.
Two ideas were materialized and
tested with insurance customers
during the prototyping phase: PROTOTyping
personal URL and emergency guide. Testing

> what information should be delivered at

each moment through which media?

> lead to detailed list of design requirements

Information regarding the contract available in
accessible language at a personal website,
showing clearly what has and has not been purchased. development
Applying
Works as upselling tool, allowing customers to request
additional coverage.

Emergency guide:
Clear instructions
on how to proceed
in case of accident
RESULTS & PRIZES

> During the first year the insurance company saved

around US$1M and prevented the emission of 60 ton
of CO2 to the atmosphere by reducing the amount of paper
used to communicate with its customers.

> Significant reduction in call center traffic due to

management of customer anxiety.

> The company was awarded two important marketing

prizes and recognized as innovative in its sector.
design thinking
“…a process of creative and critical thinking
that allows information and ideas to be
organized, decisions to be made, situations to
be improved, and knowledge to be gained.”

CHARLES BURNETTE
 InNovation
Structured procees ran by a muldisciplinary team
that is keen to identify latent human needs that are
matched with emerging technologies and business
goals to create solutions that add value and reach
success.

Business
(Vaiability)

User
(Needs)

Tecnological
(Feasibility)
www.livrodesignthinking.com.br
further reading
Thank you!

Isabel K. Adler
Chief Innovation Officer
isabel.adler@mjv.com.br
+ 55 (21) 8303 1962

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