In order to design innovative services with a perspective towards the future, we imagined new services with a timeframe raging from the present to three years from now, whilst taking into account Welion’s development roadmap.
We designed keeping two clusters of people in mind: retail clients and employees.
Our Process
Understanding the context
Our process began with a detailed phase of desk research where Welion’s context of reference was explored by analyzing a number of different pertinent spheres: competitors, technology trends, market trends, laws and regulations, as well as society attitudes towards innovative health services.
Alongside the desk research, we analyzed Welion’s brand and determined its perceived mission and vision.
Context Map
Understanding the context led us to define four pillars to guide the design process and the newborn company itself.
From one
to many
Dinamic
individual
Proximity
to value
The value of
relationship
Envisioning new services
We then imagined a series of services by merging Welion’s brief with what we discovered with the research.
We eventually came up with a multitude of services clustered according to entities.
The macro categories go from the Login to a potential digital platform, through policy management, to doctor’s appointment booking and payments.
Mapping users’ behavior
In order to adopt an empathetic and human-centered approach based on user needs and painpoints, we deconstructed the set of retail personas developed by the client on the one side, whilst on the other created employee benefit (EB) personas.
We then derived relevant behavioral archetypes which we used to produce a framework which helped us map these personas according to their mindset.
Retail personas were analyzed according to how they tend to react to the fear of the future which is the most potent driving force underlying insurance and healthcare (on the one extreme with control, on the other with reassurance) and to their relation to services (on the one side wanting to be autonomous, on the other wanting to delegate entirely).
EB personas were analyzed according to their decision-making and most frequent HR KPIs (on the one side their need to be cost-efficient, on the other of offering a more or less wide set of benefits).
Mapping of the users’ behavior let us understand how the four key behavior drivers generate four type of needs.
Need for
customizable tools
For skeptical people
that need to analyse data themselves.
They need a trustworthy partner.
Autonomy - Control
Need for a guide,
support and stimuli
For people that don’t have time or tools and choose to delegate to someone they trust.
They need proactivity and flexibility without surprises.
Delegate - Control
Need for
confirmations
For people that want to have control, they are insecure so they need to be reassured.
They look for a partner to validate their choices with.
Autonomy - Reassurance
Need for reliable tools
for the beloved ones
For people that look for a guide, a trusted companion.
They think they don’t have time or tools, so they want to share in an easy and tangible way.
Delegate - Reassurance
Service model thinking: 2021
In order to facilitate the ideation of service packages, we created a framework which combined both key user moments in relation to possible health services, as well as possible touchpoints
Each user archetype was then imagined coming into contact with different elements of the hypothesized services and his/her actions across touchpoints were mapped.
The output were two maps, for retail and EB users, depicting how each services could impact the user highlighting channels, dependences and correlations across the customer overall experience.
Moments
Tentative Touchpoints
Service model 2021 - Retail
Service model 2021 - EB
© 2018 Design Group Italia + Generali Welion