Mind Mapping - Insurance innovation

Challenge & Selection    As a cyclist myself, sometimes the open road can be dangerous and accidents may occur.  That is why some insurance companies started to target cyclists as consumers, but the  consumer experience is still far from ideal, so I wanted to understand, and ultimately create  a better insurance experience for road cyclists.    For that, I chose the mind mapping tool during the exploration phase, in order to look for  insights based on what insurances are in the market, as well as what kind of cyclists are  purchasing it.    Application    I started the process by creating profiles (Personas) from the different kinds of cyclists, as  they may vary within the sport, and add them to the map.    Road cyclists, mountain cyclists, and commuters all have different goals, gear, and  risk-levels. For instance, commuters use the bike for brief moments of the day, generally  have cheaper gear, and don’t have performance in mind. On the other hand, mountain and  road cyclists have quite expensive bikes and equipment, can be out for many hours a week  and because of the nature of the sport, are exposed to more injuries and accidents.    I also added to my mind map the insurance companies that are offering cyclist coverage,  dividing it by price, and coverage and general user experience.    Having mapped the types of insurance and the client’s personas, I started working on a  series of questions to interview people inside my target group, reaching them out on social  media, and managing to get feedback on why they chose to get insurance (or not) and how it  makes them feel (safe, unnecessary, expensive, etc).    Insight & Approach    What I have learned from conducting this exercise is that the mind map is a fantastic tool to  organize ideas and next time I will try to integrate it with other visual tools (like Visualization)  to get a clear picture of “What Is” the current situation. In my case, many cyclists don’t feel  the need for insurance as most accidents are minor, and the insurance services are  expensive, and in their opinion, not totally reliable.

