Process

Prepare: Business asks how do we evolve in 3-5 years? Who will our customers be? What does an end to end user journey or journeys look like?

Empathize: Identify customer actions, values, technology, demographics, pain points

Define: Define business capabilities, blockers, and user goals

Ideate: Ideate solutions, flows, and journeys to benefit the target user and business needs. Determine the type of testing needed.

Prototype: Create low fidelity and/or high fidelity prototypes if needed for testing.

Test: Test and be ready to learn and empathize.

Empathize / Production: Determine if the prototype or parts of the prototypes are ready for production and continue to empathize.

Business Case

Prepare: Business asks how do we evolve in 3-5 years? Who will our customers be? What does an end to end user journey or journeys look like?

Gen Z: They make up approximately 20% of the US population with just over 67 million individuals. Gen Z represents a small percentage of the “Insurance Company” auto book of business. They will account for 40% of all consumers and influence nearly $4 billion in discretionary spending in 3-5 years.

Research

Empathize: Identify customer actions, values, technology, demographics, pain points

Gen Z research profile:
Consumers in their 20s that are starting out.
Most likely in the renters market.
Born into advanced digital technology.
Self-sufficient shoppers.
Comfortable sharing data.
Looking to save money, price conscious.
Value social causes.
Value experiences over objects.
Utilize voice technology more so than any other generation.
Active social media users.
Empathetic pet owners.

Pain points with insurance companies: Lack of trust due to outdated and unreliable experiences and plans are expensive.

User Journey

Define business capabilities: What can the insurance company realistically accomplish in 3 years? This can vary greatly based on company.

Define Gen Z goals:
Wants a modern, affordable, and easy to understand way to buy insurance. Prefers to give companies with social initiatives their business and loves telling their friends about the experiences they have.

Ideate: Ideate solutions, flows, and journeys to benefit the target user and business needs.

Example user journey: Gen Z (password protected)

Next Steps

Prototype: Create low fidelity and/or high fidelity prototypes if needed for testing.

Test: Test and be ready to learn and empathize.

Empathize / Production: Determine if the prototype or parts of the prototypes are ready for production and continue to empathize.