DIGITAL TRANSFORMATION STRATEGY
Health insurance company | Health sector
Digital Strategy
Service Design
Livework
Defining an innovation strategy and new service offerings to reposition a traditional health insurance company in the Brazilian market.
"How can we offer a new portfolio of innovative products and services that generate value for potential customers and increase the company's market share and profitability?"
Discover
● Desk research: health trends & behaviours
● Benchmark research
● On-field qualitative research with real B2C and B2B users
● Internal qualitative research
● Personas & Journey maps identified
● Map of opportunities with key users issues identified
Define
Design
● Collaborative ideation sessions with key internal stakeholders from leadership to operations team
● 4 new service offerings solutions conceptualised and prototyped
Approach
Deliver
● 4 Solutions prototypes iterated with real B2C and B2B users
● Redesign of solutions concepts based on user feedback
● Prioritisation of solutions with internal stakeholders based on user perceived value x feasibility x business KPIs
Implement
● Implementation plan defined with internal teams
● Proposal of hybrid innovation area defined and aligned with leadership team
My role
I collaborated on all stages of the project: from kick off, field research and facilitation of co-creation workshops to the development of new service offerings and the innovation strategy.
End to end, from kick off to implementation.
. Desk research about global healthcare sector, including trends, benchmarks and emergent behaviours and technologies;
. Conduct on-field qualitative research with selected internal and external stakeholders of the company's ecosystem;
. Analyse, consolidate and present learnings from the “Discovery” phase: user research and desk research insights to key stakeholders and leadership team;
. Plan and conduct co-creation workshops with the client to discuss and define new business model, future mission and value propositions
. Consolidate solutions concept: development of its value propositions, business models and operation
. Prototype and iterate solutions with real B2B and B2C users
. Facilitate collaborative sessions to prioritize the new solutions with internal stakeholders based on internal business KPIs and goals
. Define the new solutions implementation plan
My main responsibilities involved:
A data-driven innovation strategy based on real user feedback, market trends and best practices aiming to lead the healthcare future in Brazil.
Results
. 3 new service offerings prototyped and tested with users
. 1 digital transformation strategy
. 1 innovation area proposal
A new digital transformation strategy to be implemented in the next 5 years, contemplating internal business changes, new service offerings and new value propositions to the company's B2C and B2B clients. One key proposal for the strategy implementation was the creation of a hybrid innovation area within the company to enable and speed up the implementation of the new business models and service offerings co-created with the client along the project.
Applying a holistic approach and bringing visibility to complex company ecosystem is essential.
Food for thought
The ecosystem of a health insurance company is complex, there are users with extreme opposite contexts and needs, B2C and B2B clients, hospitals and service providers. It is not always clear to the client that all the stakeholders journeys are connected and impacting each other. Bringing visibility to this ecosystem and connecting the company problems with external data, using market trends and benchmarks, was fundamental to deliver relevant and innovative proposals.
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