J E L E N A A G A F O N O V A

HOW TO CREATE GLOBAL PRODUCT FOR DIGITAL CONSUMER AND DISTRUPT THE

INDUSTRY?

• Traditional, conservative industry

• Lots of bureaucracy

• Habit

• No emotional attachment

INSURANCE

CHALLENGES

• Switch from push to pull approach

• Make services appealing for

Millennials

• Change long standing traditions

• Make it more up to date, fresh and

lean

• Not transparent

• Necessary evil

• Something that they do not really need

• Something they can live without or

• Something that does not have added

value.

“WHAT DO

MILLENNIALS THINK OF

INSURERS?

TRANSFORMATION

The time is now

HOW TO BUILD ENTIRELY NEW SERVICE OR PRODUCT?

• Know your customer better than he

knows himself

• Customer in the center of the

product is the only way to go

GET TO KNOW YOUR CUSTOMER.#1

TYPICAL GAPS

• Product development

• Marketing/sales are included in

the end of development

process

• Low/no customer involvement

in the development

• Low understanding of

customer needs

ASK AND INVOLVE PEOPLE!#2

TYPICAL GAPS

• Project implementation

• No product market fit

• Waste of resources

• Unmet expectations and

targets

• No MVPs, AB testing

* MVP – Minimal Viable Product

TEST PRODUCT MARKET FIT.#3

ANALYTICS

• Any result is good result, as far as

you use numbers

• Be agile

• Analyze

• Understand

• Change/adapt

• Test again

SHARE IDEAS, GATHER OPINIONS, ADAPT SOLUTION.#4

USE CASE:

• What did we do?

• How did we do it?

• Tips and

takeaways

THE TEAM

• Entirely new independent team

• One office

• Limited period of time

• Common goal

• Freedom to innovate and

experiment

• Start-up life

• All ideas are good

Instead of changing

create something

new

DAILYROUTINE

• Check-in (3 min)

• Scrum (10 min)

• Weekly results measurement

Brainstorming:

• Defined topic

• Not a long debate

• Limited time

• Every week

• All ideas are good

“

TECHNIQUES

Sprints:

• 4 days

• Launch of MVP

• Teamwork

• High intensity

“

TECHNIQUES

INTERVIEWS

• Over 500 face to face interviews

• Over 700 questionnaires

INTERVIEW TIPS

• Step out of comfort zone

• Structure your questions

• Test on Ginny-pigs

• Talk to people (ask for the help)

• Transcript/record

LANDING PAGES AND

PROTOTYPES

• Check the product market

• Get quick market response

• Set goals

• Analyze data

• Adapt and apply changes

• Business model canvas

• Product features

visualization

• Customer journey map

• Persona

“TOOLS – MAKE IT VISUAL AND

EASY TO USE

• From CX/UX to Service design

• Plan and organize

• Improve quality and communication

• Customers needs

• User-friendly

• Competitive

• Relevant

“

SERVICE DESIGN

In the 21st century there is an extremely serious health issue across global population, which affects our demographics.

DID YOU KNOW?

This medical condition rates among top 3 diseases.

DID YOU KNOW?

Every 8th person in this room has it.

DID YOU KNOW?

INFERTILITY

There is a unique pain

that comes from preparing a

place in your heart

for the child that never comes.

David Platt

“ “

• Treatment costs are high

• One cycle in not always enough

• Regulations limits the treatments

• Emotional part is untouched

• Lack of gametes donors

• Taboo

J E L E N A A G A F O N O V A

Q&A