Identification des besoins des utilisateurs concernant les services d'assurance de demain en vue d'optimiser l'expérience omnicanal de ceux-ci

Abstract

In the digital era where numerous sectors completed their digital transformation, we decided to focus on the evolution of the insurance industry and evaluate the digital maturity of the main actors. Based on the findings of Capgemini researchers (2015) highlighting an unsatisfactory experience for insurance consumers, we sought to understand the source of their dissatisfaction and how to fill it. This project-thesis is structured into two parts. The first one corresponds to the initial mission that focused on the identification of future needs of insurances’ users. The second one corresponds to the supplementary mission that aimed at elaborating a concrete solution to optimize consumers’ experience. This work corresponds to an anticipation approach and not to the response of a client’s request. To complete this initial mission, we conducted two different researches. Firstly, a descriptive research to highlight evolutions in the insurance industry. Secondly, an exploratory research to detect the consumers’ needs. To lead this exploratory research, which represented a substantial part of the mission, we designed a qualitative research based on the method of the “grounded theory” and we used individual face-to-face interviews. Based on the collected data, we mapped the consumer’s decision process. We also used two theoretical models – the gap model and the customer experience mapping – in order to identify the main issues faced by the consumers. The result of this mission was the definition of a vision that gives a clear direction for the actors in the insurance sector to generate an optimized experience for consumers. Once the initial mission was completed, we decided to go further and develop a minimum viable product (MVP). Based on the different stages of the user experience methodology, we designed a new service based on the mobile technology using the service blueprint tool. To make it more concrete, we also produced a prototype. The developed solution called “InsurMe” represents a mobile application that aims at helping consumers to be aware of their insurance’s needs and help them to reduce their risk-taking by providing the necessary information at the right time and in the appropriate way. The result of this part was the MVP. We can consider that we reached our objectives and completed our missions. Firstly, we defined a vision. Secondly, we designed a new service and the related minimum viable product. Moreover, we also thought about different recommendations to help the potential investor to launch InsurMe in the market.