<aside> <img src="/icons/luggage_yellow.svg" alt="/icons/luggage_yellow.svg" width="40px" /> Colleagues from a regional Business Unit wanted to redesign their travel insurance experience. New to the customer-centric way of working, they reached out to our global team for support.

Together, we created one end-to-end journey connecting three sub-journeys.

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Quick find:

PROJECT OUTLINE

Internal client: A regional Business Unit

Our team: 4 Service Designers

Project Duration: 2 ****months

My role: Workshop facilitation and synthesis lead

<aside> <img src="/icons/bullseye_yellow.svg" alt="/icons/bullseye_yellow.svg" width="40px" /> GOAL

Co-create a TO-BE Travel Journey and coach the internal client to implement a customer-centric journey-design approach.

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PROJECT IN NUMBERS

2x 3-hour workshops · 3 sub-journeys · 2 personas · 4 guiding principles · 12 concrete concepts

PROJECT SETUP

Prepare and facilitate workshops

To prepare for the redesign process, we sharpened the scope through stakeholder interviews and desk research. We also decided to split the travel journey into three sub-journeys, such as ‘Claims’. To help the team with the empathise and introduce them to another artefact, we defined two priority personas to design for.

Next, we facilitated 2 workshops; a high level brain-dump of existing knowledge and assumed customer needs. This also helped us define opportunities for further exploration.

Then, we facilitated one deep-dive workshop.

WORKSHOP SETUP

The sub-journeys were defined during a deep-dive workshop where the team of service designers and stakeholders split into three teams. Each team focussed on detailing one sub-journey. All teams followed the same structure:

• Introduction and preparation;
• Brainstorm activities and place these in the journey;
• Identify needs and pains;
• Brainstorm opportunities;

Synthesise insights

After the workshops, we analysed the outcomes and defined insights and opportunities for improvements.

MY ROLE

Facilitation

I designed and facilitated the high-level workshop, and led one of the three groups during the deep-dive workshop.

Actionable insights

I combined existing insights with the workshop input. From that, I simplified the journeys, identified moments that matter, and defined four guiding principles, such as "in-context support”.

For each principle, I provided an explanation, examples and three concrete concepts.

OUTPUT

Artefacts and opportunities

• Two high-priority personas
• One high-level customer journey
• Simplified deep-dive journeys highlighting moments that matter
• Four guiding principles
  • Actionable opportunities, translated into three concepts per principles.

IMPACT

Adoption of customer-centric approach

One of the missions of the Global team is to coach and spread a customer centric approach.

Working side by side with our service designers helped the team explore and understand the method by doing it, and the shared structure gave them a format they could reuse.

IMPRESSION OF THE PROJECT

Due to sensitivity of the project, no images can be shown