Work
Service design to create competitive advantage through an educational product
CGU Insurance
In Brief
In Detail
Challenge
Seeking to stand out from competitors in an already crowded market, reestablish themselves as the preferred provider to brokers and meet a gap in the insurance education market, CGU needed to revitalise its popular broker education initiative—Strive—for a new generation of brokers.
Outcomes
Defined a product strategy, vision and goals based on business priorities and deep competitive analysis, as well as new and existing primary research with brokers and stakeholders
Designed a service model, early pilot approach and actionable roadmap to support stakeholders secure business buy in, funding commitment and rapid implementation
Launched the product to Australian financial brokers, with wide acclaim
How it was done
Established strategic priorities, desired outcomes and operating constraints
Interviewed 20+ brokers and 6 broker relationship managers to establish pain points, learning needs and behaviours
Engaged key stakeholders through ideation, evaluation and prioritisation workshops to define a horizon innovation model for Strive, and define key evolution and experimentation opportunities to enable product scale
Developed a flexible, modular design system to support ongoing product evolution in line with CGU’s planned roadmap
CGU is one of Australia’s largest insurers partners offering a range of insurance products through brokers. CGU was looking to revitalise its popular broker education and support initiative, Strive, to reestablish themselves as the preferred provider for brokers.
CGU engaged Prime Motive to define a compelling product offering and vision for Strive alongside a plan to bring it to life in a way that would stand out from competitors in an already crowded market.
Dual-track approach
Track 1 developed a product strategy outlining CGU’s strategic vision for Strive by mapping what it could be, how it will get there and why it will succeed.
In Track 2 we defined, designed and delivered the first — minimum viable product version — of the strive product, over a short time period.
Defining Strive’s innovation model and early pilot approach
20+ brokers and 6 broker relationship managers were interviewed to establish key broker pain points, education needs and learning behaviours; and analysed 30 existing industry players and market leaders who have disrupted comparable industries.
We engaged key stakeholders through ideation, evaluation and prioritisation workshops to define a horizon innovation model and define key evolution and experimentation opportunities enabling the product to scale over time.
An early pilot approach and an actionable roadmap supported stakeholders to quickly secure business buy-in, funding commitment and enable implementation to begin.
Prototyping and testing the product experience
Iteratively prototyping and validating user flows, product features and the user interface experience quickly translated into engaging, modern, high fidelity designs over a short period of time.
A flexible, modular design system was developed to support the build, and will support ongoing product and technological evolution over time.
Launch
CGU’s professional development program Strive equips their valued Broker partners with insights and tools to help them build deeper relationships with clients and strengthen their offerings.
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