Imagine this: You’re driving in your neighborhood, it’s pouring, it’s dark - it’s hard to see. You are being extremely cautious and slow down for the stop sign ahead with more than enough time. You’re stopped… and then, it happens. The car behind you hydroplanes and rear ends your car at the stop sign and pushes you out into the intersection where another car hits your passenger door. Your spun around multiple times. It all happens in a flash. Next thing you know you’re being treated by the EMT and there are blue and red lights flashing everywhere. It’s a scary scene, but something that happens all the time.
Now you’re OK - no serious injuries to you or anyone else. Your car however, is totaled beyond repair. Your head is all over the place. You call your insurance company to file a claim. Then it takes 25 days to be paid and meanwhile, you need to find a car to replace this one.
That scenario was my opportunity. Understand the customer journey, expedite payment for total loss auto claims and help our customers find a replacement car after the claim, so that they can get back to a normal life as fast as possible.
With this approach we begun creating a new omni-channel communication strategy for all our 13 million customers.
Rate Communications | Problem Definition
We distilled the data and generated personas based on the customer interviews. The personas generated a greater customer empathy for our ideation and inspired thought as we entered into the next phase of our sprint.
WWXD (what would X brand do to solve this?),
That's Odd (walk around the city and find odd objects - those become the constraint and inspiration for your ideas),
Lightning Decision Jam (see video)
I love this technique because it allows the team to quickly move through ideas and decisions with little effort. Post Jam, the method also creates an action oriented game plan!
We pulled everything together by creating a story and set of strategic recommendations from on our customer research, application of insights, and concept testing. I Focused on the collaborative nature of our diverse team which helped to gain buy in across the diverse stakeholder set.