Contributed Articles

What Happens When You Mix Bankers, Insurers, Consultants, Anthropologists and Designers: The Saga of Project FiDJI in France

ALICE PEINADO, MAGDALENA JARVIN and JULIETTE DAMOISEL This essay explores an initiative carried on by a group of three banks , two insurance companies and a consulting firm, European leader in the field of innovation, towards the development of a methodology aimed at innovating through a user-centered approach in design. The project, baptized “Projet FiDJI – Finance, Design et Joie d’Innover”, brought together sponsors of the banking and insurance sectors with ethnographers and designers within an academic lead context. The aim was to develop a methodological approach that would push banks and insurances to shift their focus from the more traditional, marketing lead quantitative studies towards a more qualitative appreciation of their clients. In so doing, it tried to re-position the main strategic approach of the institutions involved from that of product focused companies to user focused, service oriented ones. Project FiDJI was awarded the highly competitive label of “innovative and strategic project” by France’s “Pôle...