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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
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