JENNIFER ROTH USAA SARA KLUCKHOHN USAA PechaKucha Presentation—In this presentation we argue that in many regulated industries such as banking, finance, and insurance, a post qualitative vs. quantitative world is not yet a reality. In such an environment, advanced analytics could be likened to being in its teenage years, while behavioral research is still in its infancy. Big data primarily drives our metrics, but in such a highly digitized and individualized culture, we know that ethnography is the missing piece of the puzzle. This means that as social scientists we must be the loudest (and sometimes lone) voice calling to leverage employees who are trained in these skill sets and incorporate these methods into our work. Slow and steady wins the race and our wins look different when compared with companies that already have been convinced of the value and don't have to do as much work to incorporate them into existing analysis. We have found that becoming EPIC members has been a turning point for our own...
Speculative Futures inside Corporate Realities
Dhanabir Sharma • 0 Comments
BEN KUESTER Allstate MEGAN PRESCOTT Allstate The auto insurance industry is being disrupted by insurtechs that are leveraging data and technology to solve pain points in parts of the customer journey, while emerging technology in adjacent industries threatens insurance as it currently exists. As a result, insurance companies are imagining futures beyond traditional insurance and new ways that they might meet the needs of future customers. In order to explore what a reframing of insurance as “protection” could mean to customers, we utilized ethnographic methods and speculative design practices to reimagine how the transition from non-driver to young driver and from dependent child to independent adult could be more fully supported by an insurance company. In this case study, we review both the methodological processes and summarize learnings and opportunities critical to applying ethnofutures and speculative design practices within a large corporate setting, including: proposing a new approach to a diverse group of stakeholders;...
Needed: Anthropologists in Insurance
Jennifer Collier Jennings
by SHELLY HABECKER Swiss Re I work in life insurance. No, I’m not an actuary or underwriter—I’m an anthropologist, and it’s a great fit. I began my career working with refugees in the public and nonprofit sectors, then spent seven years teaching anthropology courses to undergraduates, and I’ll admit that insurance wasn’t on my mind. But now that I’m here the value of my background is clear: Anthropology has taught me to be a listener, a storyteller, and a holistic thinker. I use these skills every day in my job in customer experience on an insurance innovation team. Another thing is clear: the insurance industry needs anthropologists, even though they might not know it yet. So, if you’re an anthropologist or ethnographer of another stripe, please consider applying for jobs in the insurance industry. To do that you’ll need to get creative about where you look for employment and how you present your skills. Let me explain. Insurance Companies Need Anthropologists as Listeners Insurance companies are brimming...
Co-opetition as the New Path to Innovation? Negotiating Strategic Change through User-Centred Design Approaches
Susan Faulkner • 0 Comments
ALICE PEINADO, MAGDALENA JARVIN and CORINNE JOUANNY This essay analyses how consensus was reached in a co-opetitive setting by looking at two, consecutive but related projects spanning from 14 to 18 months in length. The projects took place in Paris, France, between 2009 and 2013, and involved key players from the banking and insurance industry. FiDJi, short for Finance, Design et Joie d’Innover, was meant to test a new innovation method based on a design thinking approach. FAIR, short for Finance, Assurance & Innovation Responsable, was conceived as a sequel to FiDJi but had the more ambitious goal to develop a new methodology that, while using a design thinking approach as a starting mode, would provide an independent set of guidelines with respect to sustainable, responsible innovation. Consequently, the dynamic of each project varied, as did the end goals. Both projects took design thinking as a starting point but while FiDJi produced a new innovation methodology based on a user-centred design approach, FAIR had the more ambitious...
What Happens When You Mix Bankers, Insurers, Consultants, Anthropologists and Designers: The Saga of Project FiDJI in France
EPIC People • 1 Comment
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...