Example Reflection – Learning Launch

Challenge:

An insurance company was looking to develop innovative critical insurance product for customers

suffering from high blood pressure (also known as hypertension). The product was to provide financial

assistance to the insurance buyers if they suffered any complication (like heart attack) due to high

blood pressure. The target customer segment was adults in the age group of 30 years to 55 years

living in urban areas. According to a study conducted by the organization earlier, the two key stages

of design thinking approach were already answered – “What is” and “what if”. Following were the

findings from the study

a) 1 out of 5 persons in that age group suffered from high blood pressure due to variety of reasons

like low education, poverty, stressful job, obesity amongst other

b) Apart from financial assistance, customers wanted help to overcome or control the condition

The product team created a hypothesis that apart from financial assistance, managing the lifestyle on

a daily basis was a key need of the customers and they would be willing to pay more if they get such

kind of regular assistance to overcome hypertension. The product team then created the prototype of

the product wherein the customers would have access to a mobile app that will guide them in their

journey of switching to a healthy lifestyle. Our task was to test the prototype in the market and confirm

/ disconfirm whether the product would appeal to the target customers.

Selection

We selected the learning launch tool to test the prototype and gather data through customer feedback

on the proposed product. We made a dedicated cross functional team (referred to as core team) with

members from product development and pricing, marketing and customer experience to have a

diverse set of opinion. The primary reason of creating such a team was to avoid the issue of group

think. The objective was to determine whether the product in the current form satisfies the needs and

expectations of the customer by testing the products in small groups.

Application

As part of the learning launch exercise, we decided to conduct Focused Group Discussion and

qualitative interviews to test the following aspects –

Firstly, do the customer like the idea of buying an insurance policy for hypertension.

Secondly, we wanted to test willingness of the customers to purchase a customized policy the

customers integrated with a mobile app instructing them on their food habits, exercise schedule and

other aspects of daily routine.

For testing the viability of first assumption we had 4 Focused Group Discussion (FGD) with health care

experts. Each FGD was scheduled for 2 hours and consisted of 5 experts (including specialized

doctors, surgeons, physician). The learnings from the FGD were compiled by the moderators and

observed by the core team real time. The discussions with the health care experts helped us to

understand much more deeply as to the reasons that prevent customer from making those healthy life

choices and how such a product could be beneficial. The next phase was testing with the customer

the actual features of the product.

For phase 2, we identified 24 customers across age groups and ethnicity to conduct qualitative

interviews that lasted around 2 hours each. Out of the 24 samples, half of the selection was with the

existing customers of insurance company and the other half was selected with the help of recruitment

agency. We created pitch decks. brochures, and other marketing materials to give customers an

experience of what they would see when buying an actual insurance policy. Also, a detailed

questionnaire (with a mix of open and close ended questions) was created focusing on the features of

the products – asking customers to rate each feature on a sliding scale of 1 – 5 (1 most useful and 5

– not useful). The interviews were conducted at the home of the customers. This allowed the

customers to be relaxed and more forthcoming about their views allowing the conversation to be more

meaningful and insightful.

Insight

The learning launch tool was greatly helpful in giving us more data about our hypothesis giving us a

chance to test the hypothesis in a controlled environment. The core team went back to each of the

FGD and interviews to confirm / disconfirm the hypothesis. The FGD’s confirmed the need of the

customers for such a specialized product. The second phase of the learning launch helped us to

understand the deeper needs of the customer. The customer wanted help to live a healthy lifestyle

but instead of a mobile app they wanted a person to guide them in their journey. The customers

needed “personalized advice” instead of a standardized chatbot. For the future designs, the product

team suggested creation of a feature where the customer can video interact with a person and the

marketing team coined it as a coach. The coach would remain constant for the person enabling them

to build rapport and trust.

Approach

For next time we could have added some element of the visualization tool, where the customer could

have experienced the mobile app. Probably, using techniques like Virtual reality to give an

experience of the proposed mobile app during the interview phase could have proved more useful to

draw better responses.


Example Reflection – Learning Launch Challenge : An insurance company was looking to develop innovative critical insurance product for customers suffering from high blood pressure ( also known as hypertension ) . The product was to provide financial assistance to the insurance buyers if they suffered any complication ( like heart attack ) due to high blood pressure . The target customer segment was adults in the age group of 30 years to 55 years living in urban areas . According to a study conducted by the organization earlier , the two key stages of design thinking approach were already answered – “ What is ” and “ what if ” . Following were the findings from the study a ) 1 out of 5 persons in that age group suffered from high blood pressure due to variety of reasons like low education , poverty , stressful job , obesity amongst other b ) Apart from financial assistance , customers wanted help to overcome or control the condition The product team created a hypothesis that apart from financial assistance , managing the lifestyle on a daily basis was a key need of the customers and they would be willing to pay more if they get such kind of regular assistance to overcome hypertension . The product team then created the prototype of the product wherein the customers would have access to a mobile app that will guide them in their journey of switching to a healthy lifestyle . Our task was to test the prototype in the market and confirm / disconfirm whether the product would appeal to the target customers . Selection We selected the learning launch tool to test the prototype and gather data through customer feedback on the proposed product . We made a dedicated cross functional team ( referred to as core team ) with members from product development and pricing , marketing and customer experience to have a diverse set of opinion . The primary reason of creating such a team was to avoid the issue of group think . The objective was to determine whether the product in the current form satisfies the needs and expectations of the customer by testing the products in small groups . Application As part of the learning launch exercise , we decided to conduct Focused Group Discussion and qualitative interviews to test the following aspects – Firstly , do the customer like the idea of buying an insurance policy for hypertension . Secondly , we wanted to test willingness of the customers to purchase a customized policy the customers integrated with a mobile app instructing them on their food habits , exercise schedule and other aspects of daily routine . For testing the viability of first assumption we had 4 Focused Group Discussion ( FGD ) with health care experts . Each FGD was scheduled for 2 hours and consisted of 5 experts ( including specialized doctors , surgeons , physician ) . The learnings from the FGD were compiled by the moderators and observed by the core team real time . The discussions with the health care experts helped us to understand much more deeply as to the reasons that prevent customer from making those healthy life choices and how such a product could be beneficial . The next phase was testing with the customer the actual features of the product . For phase 2 , we identified 24 customers across age groups and ethnicity to conduct qualitative interviews that lasted around 2 hours each . Out of the 24 samples , half of the selection was with the existing customers of insurance company and the other half was selected with the help of recruitment agency . We created pitch decks . brochures , and other marketing materials to give customers an experience of what they would see when buying an actual insurance policy . Also , a detailed questionnaire ( with a mix of open and close ended questions ) was created focusing on the features of the products – asking customers to rate each feature on a sliding scale of 1 – 5 ( 1 most useful and 5 – not useful ) . The interviews were conducted at the home of the customers . This allowed the customers to be relaxed and more forthcoming about their views allowing the conversation to be more meaningful and insightful . Insight The learning launch tool was greatly helpful in giving us more data about our hypothesis giving us a chance to test the hypothesis in a controlled environment . The core team went back to each of the FGD and interviews to confirm / disconfirm the hypothesis . The FGD ’s confirmed the need of the customers for such a specialized product . The second phase of the learning launch helped us to understand the deeper needs of the customer . The customer wanted help to live a healthy lifestyle but instead of a mobile app they wanted a person to guide them in their journey . The customers needed “ personalized advice ” instead of a standardized chatbot . For the future designs , the product team suggested creation of a feature where the customer can video interact with a person and the marketing team coined it as a coach . The coach would remain constant for the person enabling them to build rapport and trust . Approach For next time we could have added some element of the visualization tool , where the customer could have experienced the mobile app . Probably , using techniques like Virtual reality to give an experience of the proposed mobile app during the interview phase could have proved more useful to draw better responses .