CHALLENGE   My family have small business in the insurance sphere. My mother and I have four offices in the different cities  in the region and working as the insurance agents of the biggest local Ukrainian insurance company. Our main  challenge is to increase sales of the different insurance products in order to get profit and expand business.    SELECTION&APPLICATION  Based on our challenge and taking into account all goals and tasks, we decided to use “What is? - What if? -  What wows? - What works?” model. We really like this model. At each stage, my team used appropriate tools.  So how did we think and act.     1/What is?  We started with exploring current reality. We analyzed the Ukrainian insurance market from the insurers’ side  and got all necessary information about products, prices and marginality of main players.   However, when we started to analyze the insurance market from the client's point of view, we defined some  problems/insights. The Ukrainian market of insurance is saturated with different insurance companies that  offer huge number of products. For client it is very difficult to choose the right product, to understand condition  and compare prices. The clients spend a lot of time usually.    Having all this information, we moved to another step of design thinking process.    2/What if?  Due to the brainstorming meeting, we got many ideas, but the most relevant idea was “to save time of our  clients and help them to choose the best insurance coverage available in Ukraine”. To do this effectively we  could with the help of the online service - web-site.    We were very excited about this idea and started to develop concept of our future service in the cooperation  with the website development company. Together we came up with the concept and design of the site.    In Ukraine, online services in the financial sector are just beginning to develop, so the main feature of our web  site should be simplicity. At the same time, we must offer the best offers that are available on the market.  In this sphere, we have only several competitors (their services are not so popular because of complexity). At  the current period, the online insurance market is not highly developed yet, so we have the opportunity “to  win a share”.     3/What wows?  Thus, we became to the next stage “What wows?” and create rapid prototype of web-service.  We developed and launched the web-site «INTEGRA online insurance» (http://service-integra.com), that  provides the following types of insurance: auto, property insurance (apartments, houses, commercial  property) and travel insurance. We chose six best and reliable insurance companies as partners. So on the web  site you can calculate prices of different products by yourself and choose the right product, or you can leave a  request.   Our clients do not spend their time – it takes 10 minutes to issue a policy and order a delivery. Moreover, we  offer maximum discounts and bonuses (because we have savings on renting offices).     4/What works?   Now we are still testing our service and trying to create it more “client friendly”. We are finding some mistakes,  but we do not stop improving our service. Our first clients have been providing useful feedbacks on our website  and having “customer experience”, we will be developing the service.

INSIGHT & APPROACH  This four questions model allows decomposing complicated problems. My team and I were really inspired by  the whole process. This model helped us to be more innovative and think outside the box. Using this model,  we have got a lot of information about our clients, about our talents and capabilities. Now we want to use  more tools and methods in our daily professional life.  The idea of a quick prototype helped us a lot. We saved our resources and reduced risks.   Due to the customer co-creation we got all necessary information about customers and their behaviour.   Such amazing tool as visualization were used almost in every stage of the whole process. Our web site was  designed in cooperation with agency, nevertheless my colleagues created many options by themselves. It was  very interesting. What I have learned from the whole process is that using different design thinking tools, we  can change our way of thinking and “solve” even mysteries. The most valuable moment is that we are sharing  our thoughts and learning from each other.


CHALLENGE My family have small business in the insurance sphere . My mother and I have four offices in the different cities in the region and working as the insurance agents of the biggest local Ukrainian insurance company . Our main challenge is to increase sales of the different insurance products in order to get profit and expand business . SELECTION&APPLICATION Based on our challenge and taking into account all goals and tasks , we decided to use “ What is ? - What if ? - What wows ? - What works ? ” model . We really like this model . At each stage , my team used appropriate tools . So how did we think and act . 1 / What is ? We started with exploring current reality . We analyzed the Ukrainian insurance market from the insurers ’ side and got all necessary information about products , prices and marginality of main players . However , when we started to analyze the insurance market from the client 's point of view , we defined some problems / insights . The Ukrainian market of insurance is saturated with different insurance companies that offer huge number of products . For client it is very difficult to choose the right product , to understand condition and compare prices . The clients spend a lot of time usually . Having all this information , we moved to another step of design thinking process . 2 / What if ? Due to the brainstorming meeting , we got many ideas , but the most relevant idea was “ to save time of our clients and help them to choose the best insurance coverage available in Ukraine ” . To do this effectively we could with the help of the online service - web - site . We were very excited about this idea and started to develop concept of our future service in the cooperation with the website development company . Together we came up with the concept and design of the site . In Ukraine , online services in the financial sector are just beginning to develop , so the main feature of our web site should be simplicity . At the same time , we must offer the best offers that are available on the market . In this sphere , we have only several competitors ( their services are not so popular because of complexity ) . At the current period , the online insurance market is not highly developed yet , so we have the opportunity “ to win a share ” . 3 / What wows ? Thus , we became to the next stage “ What wows ? ” and create rapid prototype of web - service . We developed and launched the web - site « INTEGRA online insurance » ( http://service-integra.com ) , that provides the following types of insurance : auto , property insurance ( apartments , houses , commercial property ) and travel insurance . We chose six best and reliable insurance companies as partners . So on the web site you can calculate prices of different products by yourself and choose the right product , or you can leave a request . Our clients do not spend their time – it takes 10 minutes to issue a policy and order a delivery . Moreover , we offer maximum discounts and bonuses ( because we have savings on renting offices ) . 4 / What works ? Now we are still testing our service and trying to create it more “ client friendly ” . We are finding some mistakes , but we do not stop improving our service . Our first clients have been providing useful feedbacks on our website and having “ customer experience ” , we will be developing the service . INSIGHT & APPROACH This four questions model allows decomposing complicated problems . My team and I were really inspired by the whole process . This model helped us to be more innovative and think outside the box . Using this model , we have got a lot of information about our clients , about our talents and capabilities . Now we want to use more tools and methods in our daily professional life . The idea of a quick prototype helped us a lot . We saved our resources and reduced risks . Due to the customer co - creation we got all necessary information about customers and their behaviour . Such amazing tool as visualization were used almost in every stage of the whole process . Our web site was designed in cooperation with agency , nevertheless my colleagues created many options by themselves . It was very interesting . What I have learned from the whole process is that using different design thinking tools , we can change our way of thinking and “ solve ” even mysteries . The most valuable moment is that we are sharing our thoughts and learning from each other .