A Co-Creation Sprint Through the Lens of a Cookhouse Labs Innovator

We invited Cookhouse Labs China Partner Jason Alleyne to attend our first sprint of the year. Read about his experience below!

On March 2020, a 3-day project at Cookhouse Labs tackled an audacious challenge: how to identify, qualify, and classify opportunities and quantify their impact for insurers.

The participants were a truly diverse group, with expertise covering customer journey, product development, operational systems, business consultancy, distribution, and risk management. This diversity of thought and perspective would quickly prove to be beneficial.

Our sprint facilitator, Ibeth Ramos, kept the energy of the room upbeat and high-paced – the sense of urgency is very crucial to giving maximum effort. But the Cookhouse Labs ethos goes deeper than just the process itself. A human-centered approach and solution-focused mindset are the keys to the Lab’s proven success on these “mission impossible” type projects. Every team member’s title, ego, and pre-conceived notions about the solution remain at the door! Instead, strong team dynamics, sharing, and effective play replace the individualism and one-upmanship of the typical corporate realm. This empathy framing provides every team member freedom to maximize the output of the design thinking and lean- startup methodologies.

Here is an overview of the phases the team underwent in the 3-day Sprint:

1. Human to human introductions – we did an exercise that made every participant an equal partner in the process

2. Research the problem topic – then we listed the various challenges that the industry currently faces

3. Interview CEOs in the industry – then we built the persona of Sam, the CEO of Trust Insurance, and created an empathy map for that persona

4. Ideate – we used ideation to refine our challenge into one problem statement

5. Journey map – we developed a journey map for CEO-Sam’s key decision-making milestones for a calendar year. We identified pain points that prevent funding innovation, i.e. insufficient data feeds from actual customers and the tug-of-war between executives asking for bigger budget allocations for existing product lines

6. How might we – we used a “how-might-we” ideation process through iterative rounds to design the prototype of the solution

7. Customer validation – we conducted market validation through direct interviews with Insurance Policyholders by testing our prototype messages with them

8. Final presentation – we presented our prototype and our findings to the Cookhouse community

Please know, the journey will test your current mode of thinking – especially your normal approach to problem-solving. Some takeaways learned along our journey were:

1. Stay in the present and with the pace of the group

2. Properly research and define the problem before jumping to a solution

3. Move forward once a decision is collectively made by the group (remember, there are no egos here)

4. Give each stage in the process equal prominence and equal effort

The group completed a few tasks that they wouldn’t typically perform in their workplace. These include interviewing the customer, building the customer empathy map, evaluating the customer journey for pain points, and direct end-user market validation.

In the end, our team was determined to solve the problem statement: How might we leverage data and prioritize customer centricity in our strategic planning to achieve long term success?”

How innovative was the solution? Well…

  • Our solution did not involve a broker. It is not a new insurance product. And our solution is not a smartphone app.
  • Our prototype was created after interviewing 3 insurance executives. We shared it with 9 insurance policyholders, and their collective feedback was a resounding YES!

That is innovation!!

Innovating to save Community Business During COVID-19

Innovation Project Summary Cookhouse LabS

Innovating to Save Community Business During COVID-19

How can the insurance industry support small businesses in the community during the COVID-19 pandemic?










How might we encourage and guide small business owners with access to expert knowledge and community support, in order to give them peace of mind?


Understanding small business owners’ concerns during COVID-19






As business owners struggle to maintain a cash flow, they seek government financial assistance and alternative revenue streams.

What impact does the COVID-19 pandemic have on small businesses?

How can we help small businesses in our community to maintain a solid cash flow?

What resources (such as skills, tools etc.) do we have available to help small business on short notice?


Together, the team listed 70 solutions and selected the final idea: a 3-day virtual speed consulting event in partnership with the Big 5 consulting firms.



Posts for Facebook, Instagram, and LinkedIn were designed to create awareness around the consulting event. “You are not alone,” the text read, and informed small business owners that the insurance organizations would soon announce their solution to help owners through these challenging times.



A landing page prototype was created to provide more information about the consulting event. The page offered a countdown to the event start date and introduced the consultants who would be available during the sessions. Details on the event itinerary, a list of FAQs, and additional resources were included in the design, along with a registration section and contact form.



The team prepared an email to their small business clients to inform them of the upcoming virtual consulting event. The email was divided into sections that were dedicated to introducing the experts, offering event details, and providing information on the additional 1-on-1 consulting sessions that would be made available to these clients.


Over 4 afternoons, the team empathized with small business owners and understood in-depth the struggles and uncertainty they faced.


Empathy Maps


Customer Journey Map


Interview Questions


Customer Interviews


Initial Solutions




Innovation Report


Project Presentation


We also offer intro sessions that provide insurance professionals with the opportunity to experience our Cookhouse Labs methodology and a sneak peek at what it’s like to co-create and collaborate with our global community. If you are not a Cookhouse Labs member and are interested in finding out more, check out our membership benefits!

Cookhouse Labs and ELITE bring the magic of innovation to China!

Cookhouse Labs and ELITE bring the magic of innovation to China!

Cookhouse Labs is your space to be your most creative and innovative self, and we aim to recreate this space in cities around the globe. This is also why we added the letter ‘s’ to our name. On December 14, we packed our suitcases with the Cookhouse Labs methodology and lots of innovation and jumped on a flight to China!

In collaboration with the ELITE community team, Cookhouse Labs and Impactathon facilitated and conducted a two-day innovation sprint. Impactathon is an innovation community that is inspired by and in collaboration with Cookhouse labs. The sprint was in a hackathon format, with the design thinking and lean startup process adopted by two project teams. These teams were tackling 3 main problem topics facing the industry.

We prepared for the event by creating a WeChat group chat with about 25 participants. Within the chat, we posted recent news articles about community sharing and social entrepreneurship published in the China Daily newspaper. This was a great way to build conversation around the topics a week before the event, and get participants involved and thinking about the sprint!

During the two-day sprint, we split the group into two active problem solver teams. To stay true to our commitment to make insurance better, we ensured that the sprint was collaborative, filled with fun and of course, innovation.
We engaged all members through our WeChat app by posting videos that the teams created from their ideation and prototyping. This was a helpful tool as it was a platform for participants to communicate, collaborate and co-create. Again, following our very core methodology at Cookhouse Labs.

In just 24 hours the participants created Team Orange Host, which is an A-to-Z service for property owners who want to be host for short term rental accommodation. They also created Team Sino-Easy, another multi-sided platform for connecting local Chinese university students with foreign travelers to China for culture exchange experiences.

The results were fascinating!
At the end of the two-day sprint, we had:
– 6 videos
– 2 business model canvasses for global community sharing ideas
– 16 registrants who joined in the market validation
– 4 solvers also won the 4,000 RMB winner prize money!
– 1 solver got to take home the big cheque as a memento!

Stay with us in 2020, as we journey around the world to collaborate and facilitate innovation in the industry!

Come visit us and explore your new home at Cookhouse Labs, visit: www.cookhouselabs.com

Relaunched Cookhouse Labs Base for Insurance Innovation/Disruption from Ideation Through Creation

Cookhouse Labs (www.cookhouselabs.com), InsurTech’s global innovation hub, launched Cookhouse Labs 2.0 this week with a new space in Toronto’s downtown core and a revised menu of programs and innovation opportunities, created based on member feedback.

Cookhouse Labs, which first opened its doors in 2017, offers like-minded insurance pioneers and innovators opportunities to collaborate and co-create to rethink and reinvent insurance. Its new space at 30-34 Duncan St. will play host to myriad innovation/creation sprints, training sessions, lunch & learns and other events that will bring together insurance industry innovators, including insurance companies, brokers, vendors, start-ups and academics.

“With our relaunch, we are actually saying, ‘Welcome Home,’ to all of our members and potential collaborators,” said Sven Roehl, Head of Innovation for msg global solutions and a Co-founder of Cookhouse Labs. “Our ultimate goal is to #MakeInsuranceBetter. During the past nine months, we have taken your input and revamped our Cookhouse Labs menu to meet the needs of the insurance industry and create a home for innovation and collaboration.

“This is your space and we hope you will use it to help the industry meet ever-present challenges.”

Roehl offered opening remarks at the relaunch, followed by a panel discussion featuring three industry professionals: Till Heydel, Vice-President, Strategy & Corporate Development for BI&I/Munich Re; Emily Hill, Manager of Insurance Innovation for CAASCO; and Sam Jazayeri, Producer Team Lead for PrimeService Insurance. They discussed How Collaboration and Co-creation Can Help the Industry to Make Insurance Better.

“We don’t want to innovate for the sake of innovating,” Hill emphasized. Heydel noted, “Technology is not a cost center. Technology is our business model going forward! If we don’t get this, we will not survive.” Jazayeri, speaking as a member of the Insurance Brokers Association of Ontario, noted, “A lot of the young brokers are in the survivor phase, busy fighting fires. … The value is forcing them to take time away, saying, ‘Okay, you’re in a three-day program at Cookhouse Labs. Let’s think about what 2025 looks like … and how can we actually shape it?” Heydel added, “… Cookhouse Labs has been very beneficial for the Munich Re group. … We are extremely fortunate to have this independent lab focusing on insurance in a city like Toronto, five minutes away from our office.”

Ibeth Ramos, Program Manager and Innovation Coach for Cookhouse Labs, reflected that the panel posed questions that need answers, issues that can be tackled collaboratively at Cookhouse Labs. “Cookhouse Labs is a space that encourages self-disruption, one that arose from our vision of a collaborative process of solving industry challenges,” Ramos said.

Entering 2020, Cookhouse Labs will offer programs themed by season, beginning in January with a focus on Insurance Innovation, followed quarterly by the Internet of Things, Customer Experience and International Collaboration. Annual memberships are offered at a discount through Dec. 31.

Cookhouse Labs and InsurLabs Germany Get Busy Innovating in Cologne.

We breathe collaboration – and this summer all the way from Cologne, Germany.

This year we packed our bags and joined forces with InsurLab Germany. We unpacked at their campus and ran a three-days innovation sprint with seven German insurance organizations. The topic of choice was one we have ran before in Toronto  – From Passive Risk Carrier to Active Risk Manager levering on IoT.

It was an awesome experience working with a local Innovation lab and its members and it was fun to do one of our favorite things to do – spread the Cookhouse Lab methodology in a global scale.

By the end of the third day the teams presented two solutions that once overlapped alleviated the pain points mentioned by customers during the interviews each team conducted.

In summary, the participants designed concept solutions based on the impact and benefits of using IoT and the customer-friendly use of data collected from IoT devices.

As always we implemented some dancing, creative team sports and artistic expression as part of the design thinking process and Cookhouse Labs experience.

We look forward to future collaboration with InsurLab Germany – we will keep you posted as they might visit our campus in the near future.

Making Insurance Better with Students, One Summer at a Time

Another summer gone by and another student week at Cookhouse Labs. 

That’s right – we did it again. For the third year in a row we collaborated with the University of Applied Sciences Wuerzburg-Schweinfurt in Germany and the results were, again, awesome.

You may remember our first year we chose a topic of a running project and asked the students to show us what they thought could be possible solutions. Read more about it here – Drone Insurance: Learnings & Wrap Up. Last year we hosted a hackathon and another group of students from Germany were part of the teams. You can read the recap here – Hackathon Recap: Passive Risk Takers to Active Risk Managers.

This year we tried something new. We split the students into three groups and invited some of our members interested in working with young minds with little to zero knowledge of insurance. The results were superb.

Each student group had a mentor (Cookhouse Lab member), they met bi-weekly over Zoom and using the Cookhouse Lab methodology designed their way new innovative ideas.

In August we met in person and dedicated a full week of testing, iterating and strategizing on a business plan.

The results:

  • Close collaboration with young adults
  • Educated youth through mentorship on our insurance industry
  • Three solutions co-created alongside mentors and staff from each member organization
  • Two solutions currently being realized by each member organization
  • One solution being presented in Asia

The fall is here now – well, more like winter – and we are strategizing our next co-creation project with students.

Stay tuned to read more about our next timeline for the student week project. And let us know if you are interested in becoming a mentor of a group of students.

One summer at a time we are making insurance better!

How Can Insurers Contribute to Suicide Prevention Initiatives?

Innovation Project Summary Cookhouse Lab

How Can Insurers Contribute to Suicide Prevention Initiatives?

Addressing the issue of preventable suicides in the working population.










Identify triggers – that are visible to insurers​ – and support people with resources that will make a practical difference.


Understanding those with Suicidal Thoughts






How can insurers help both the insured and uninsured?

How can current insurer touch points be leveraged?

Can data and technology support our efforts?

Is it possible to help without communicating a hidden agenda?

Maximizing the use of technology will help recognize triggers and better support families with claims.


Maximizing the use of technology will help recognize triggers and better support families with claims.


A human touch

The solution is simple, but often those can be the most impactful: a handwritten card for the recipient of the claim after a suicide.

This solution provides a small, but personal touch, that humanises a currently formal touchpoint. The card includes information about how to seek help and self-care, and all information would be expertly screened.

Suicide prevention Solution01


Penguin Awareness Campaign

The penguin was chosen as the face of the campaign because of its caring nature, and survival in community. 30 Six-foot penguins would be placed around London, fitted with screens that would ask passers-by questions about how they feel, to raise awareness about mental health, and encouraging people to stop, think and interact.

The idea was inspired by best practices around the world showing how a simple question could distract those with suicidal thoughts from acting on them.

Suicide prevention Solution02


Insurance industry working group

Due to the interest of the team in taking this topic further as an industry, a working group was proposed to continue the efforts that the Cookhouse Lab had initiated.

The mission of the group is to catalyze actions within the insurance industry, targeted at contributing to suicide prevention initiatives. It will initially run for a 12-month period at which point a review will be held to determine whether or not to continue.

Suicide prevention Solution03


In this three-day sprint, the project team explored in depth this important, and emotive, societal issue.


Empathy Maps


Customer Journey Map


Ideation Questions


Lightning Demos


Initial Solutions




Innovation Report


Project Presentations


We also offer intro sessions that provide insurance professionals with the opportunity to experience our Cookhouse Labs methodology and a sneak peek at what it’s like to co-create and collaborate with our global community. If you are not a Cookhouse Labs member and are interested in finding out more, check out our membership benefits!

How Can the Insurance Industry Contribute to Suicide Prevention?

In Britain, 17 people die of suicide daily on average, and men are three times more likely to take their own lives as women. Suicides have a tremendous impact on humans emotionally and trigger financial costs, so we decided to run a three-day Pop-Up Lab in London to understand how the insurance industry could contribute potential solutions for suicide prevention in the region.  

Suicide: a societal and insurance industry challenge 

When a claims manager from RGA in the UK raised the issue of how our industry could help prevent suicides, we began exploring the problem and learned of a number of people in the insurance industry who volunteer with non-profit organizations that focus on suicide prevention. 

One of these is Samaritans, a UK non-profit. We learned of a Samaritans marketing campaign that displayed posters on a rail line, promoting their suicide hotline. The result? Suicides on the rail lines decreased by 20 percent. This low-cost initiative clearly helped save many lives, as well as helping the rail industry serve their users better.

Considering how suicide affects our industry, healthcare and society in general (we estimate the UK life insurance industry paid out more than £100m on suicide claims in 2017), we were eager to contribute. Running a sprint using Cookhouse Pop-Up Lab would give us the opportunity to learn more and work with people directly impacted by this crisis in the region. If you think of Cookhouse Lab as a test kitchen, then the Pop-Up Lab is our food truck, bringing our skills and experience to collaborate with local experts in global locations.  

Using our network to bring people together to solve problems 

Despite the sensitive nature of this topic, we found that people were eager to get involved to find solutions for suicide prevention. All of the participants had both a personal and professional (i.e challenge in their organization) connection to this societal issue, and they came together to solve it. 

Usually, when running a Pop-Up Lab, we aim for a group size of six to eight participants. In this case, we had such a strong interest from candidates that we chose nine:  a diverse group of re/insurers, insurers and consultants, many with operational experience in actuary, claims, or underwriting. 

Participants of this Pop-Up Lab were from the following organizations: 

  • Agrippa 
  • Aviva 
  • EY 
  • Legal & General 
  • Munich Re 
  • Pacific Life Re 
  • Reinsurance Group of America 
  • SCOR 
  • Vitality 

 Two experts in the suicide prevention field also joined a session on the first day as masterminds, generously sharing their knowledge and experience to help the project team complete empathy and customer journey maps. In addition, the participants grabbed inspiration from 17 lightning demos about male suicide prevention tactics used by others. With much motivation and purpose, the team cooked up a diverse set of ideas and solutions.

In just three days this fast-moving project team created three solutions to save lives – a tremendous feat! Each solution targets suicide prevention at a different level: specific, macro and strategic. Let’s take a look at what they cooked up: 

Specific: This solution was formed to address the fact that the suicide of a relative can be a trigger event for other suicides. The project team came up with the idea for insurers to send a handwritten condolence note including information on how to seek help and self-care to a suicide-related claimant. This small but personal touch humanizes a currently formal touchpoint and could help reduce the claim suicide as a trigger event for another suicide among family or friends.  

Macro: The next solution was a macro-level campaign to promote mental health awareness and human interaction in London communities. The project team envisioned this happening by placing thirty six-foot penguins around London, which would encourage people to stop, think and interact.  

Strategic: The strategic level solution involved forming an industry working group that would catalyze actions within the insurance industry targeted at contributing to suicide prevention activities. The group would span operational teams (e.g. underwriting, claims) to address suicide from all perspectives in insurance.  

Solving an industry problem in one locale can have a global impact 

The problem of suicide is not limited to the UK. By devoting our attention and resources to thinking deeply about a problem, it shines a light on root causes and issues that people may have ignored  or overlooked. One of the biggest takeaways from this Pop-Up Lab was: don’t be afraid to tackle a sensitive subject. We all benefit when a workable solution is created, because it may spark an idea that can help solve a problem somewhere else. By looking at our industry’s processes through the lens of suicide, we identified many simple steps that could be taken to improve things. 

Similarly, there are other common challenges and problems that exist across the insurance industry and global communities. Doing a deep dive into these challenges in a specific region can trigger a positive change globally. 

Want to get involved with suicide prevention?  

Thank you to all of the participants for bringing their innovative minds and compassion together for this project. If your organization is interested in joining this group of innovators for the next steps for this project, or if you have an idea for another social challenge in need of an insurance industry solution, please contact us. 

Thanks to Jonathan Hughes for sharing insights from facilitating the Pop-Up Lab to contribute to this blog.

Become an industry thought leader. Don’t forget to share.

The future of the Mobile Insurance Agents & Brokers

Innovation Project Summary Cookhouse Lab (in partnership with SAP)

The Future of the Mobile Insurance Agents & Brokers

What unites the majority of the sales experts in the industry is the necessity to be mobile to stay or become a trusted advisor.










Digitizing insurance sales with technology to increase sales performance and improve customer experience.


Our personas Pains & Gains








What are the digital expectations and requirements of an agent, broker and customer equally?

How can we help the salesforce to stay relevant, sell more and admin less?

How can we leverage technology trends to increase sales performance and improve customer experience?

What can we learn from other industries?

Maximizing the use of mobile technology will improve customer satisfaction.


The final output of the project was a Portfolio Solution that included two different products.


DIScovery and awareness app

Carebear app is a referral product to help our customer persona (Sandra) through the car insurance journey with the aim to validate the following problem statement:

How might we communicate our products and processes more effectively and efficiently to give Sandra clarity and confidence that she’s taken care of?


Brokers integrated portal

MOBiBro is an integrated application focused on our broker persona (Dave). The problem statement:

How might we provide Dave with technology and data access anywhere to become a better advisor so he can sell more and quicker?


During the 3 days, our project teams looked to define the Opportunities and Implicants that technology brings to the future of brokers and agents.


Empathy Maps


User Interviews








MVP Screens


Prototype Iterations


Project Presentation


We also offer intro sessions that provide insurance professionals with the opportunity to experience our Cookhouse Labs methodology and a sneak peek at what it’s like to co-create and collaborate with our global community. If you are not a Cookhouse Labs member and are interested in finding out more, check out our membership benefits!

Hackathon Recap: Passive Risk Takers to Active Risk Managers

Cookhouse Lab hosted its second annual Hackathon which challenged participants to find solutions to move from passive risk takers to active risk managers. The Hackathon had twenty-four participants which included professionals from various organizations including CAA, Gore Mutual, Munich Re, and Jauntin. These professionals also had the chance to work with thirteen talented students from the University of Applied Sciences Würzburg-Schweinfurt (FHWS).

Check out the recap below to discover the problem being tackled, solutions created and methodologies used to ensure a successful experience.  

The Problem to Be ‘Hacked’: Moving from Passive Risk Takers to Active Risk Managers

Looking at the technology surrounding our industry and society, we thought it would be a great time to find solutions that will shift stakeholders from passive risk takers to active risk managers. Gone are the days where insurers wait for a claim to happen. With IoT sensors, phones, and wearables, we are collecting data 24/7 which allows us to define an individual’s norm.

As a result, we can assess any deviation in real-time and act accordingly. From the customer perspective, they can see their behavior in a cumulative manner, are more involved in what they do and understand the real-time impact of their behavior and lifestyle choices. Not only on their life but also on their policies, for example, Vitality’s pay as you drive program.

As an industry, becoming risk-managers means savings, not just financially, but also making a positive change in the lives of our customers. Savings lives – supporting healthier lifestyles, behaviors and choices that will prolong healthier lives.

Stepping back and looking at these two aspects, we felt the gains were clear in hosting a Hackathon that would tackle moving towards being active risk-takers in Cookhouse Lab.

Highlights From the Solutions Created

The teams worked vigorously through the two-day Hackathon to develop impressive solutions for the problem at hand. Let’s take a glimpse at two of the solutions the teams cooked up:

  • A Dynamic Action Rewards Program: rewards can be redeemed as policy discounts, cash or new insurance products.
  • Travel insurance with focus on home and pet security: a package that covers the things you leave behind when travelling.

Using Masterclasses to Educate Quickly and Effectively

For some participants, this Hackathon was their first tie being exposed to this kind of experience as well as design thinking and lean methodologies. Because of this, education was an important component. However, given the short duration of the Hackathon, the education had to be quick, effective and valuable. Cookhouse Lab used masterclasses to accomplish this.

Masterclasses are thirty-minute presentations delivered by an Innovation Coach, a UX/UI designer, and/or Head of Innovation.

The purpose of these sessions was to provide:

  • A road map/structure that participants could use to make the most of their time
  • A chance to learn about a variety of tools typically used in the labs for sprint projects and how to apply them
  • An opportunity to detach from the intensity of the hackathon, refresh and go back to work with a clear mind

Bringing Together Diverse Backgrounds

One of the key ingredients to a successful Hackathon is having a diverse set of participants. From what we have witnessed at other projects at Cookhouse Lab, the more diverse backgrounds you bring together, the better – as everyone can contribute from their personal experience.

This Hackathon, in particular, brought together participants from varying backgrounds ranging from computer science and e-commerce to experienced underwriters, digital innovators, and software developers. All of whom were able to work together to find solutions to improve insurance.

In addition to bringing different skill sets together, having students team up with working professionals brought another element of diversity. The teams were able to successfully integrate their ideas, learn from different perspectives and expand their thinking from local experience to international insights. Both left feeling impressed and inspired by each other.

What did the ‘hackathoners’ take away from this experience?

  • an understanding of design thinking and how to apply it
  • tips and tricks from experts featured during masterclasses
  • lo-fi prototypes to take back to their organizations
  • new connections (local and international)
  • the achievement of conquering a two-day Hackathon 

Overall, this Hackathon was another successful innovation experience served up at Cookhouse Lab. We’d like to extend a huge thank all of our participants for dedicating two days of productivity, creativity and hard work into finding solutions to address an industry challenge.

Want to learn about other upcoming projects?

Become an industry thought leader. Don’t forget to share.

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msg global solutions Canada Inc., and each of its affiliates or programs (“Cookhouse Labs”), is committed to providing transparency to outside parties with respect to the compliance of the organization’s electronic communication with Canada’s Anti-Spam Legislation, in effect as of July 1st, 2014, and its relevant rules and regulations (hereinafter “CASL”). To that end, the Msg global solutions Anti-Spam Commitment is a formal statement of rights and obligations which is made available to outside parties. It is intended to inform outside parties of the type of responsible and transparent practices adopted by Msg global solutions when electronically communicating with outside parties, to inform outside parties about who they may contact at Msg global solutions for any concern pertaining to electronic communications, and to inform such outside parties of where and how they may unsubscribe to any electronic communications from msg global solutions. This document also includes a series of answers to questions about spam and msg global solutions’ practices that are frequently asked by outside parties that msg global solutions may communicate with.


This Anti-Spam Commitment generally applies to any electronic communications sent by msg global solutions to outside parties and is protected by a range of business procedures, processes and policies to ensure that such communications are done in compliance with CASL. msg global solutions, in its electronic communications with outside parties, has to comply with the rules established by CASL and enforced by the Canadian Radio-television and Telecommunications Commission, the Competition Bureau and the Privacy Commissioner of Canada. CASL regulates all commercial electronic messages (“CEM”), which are messages that include among their purposes, the encouragement of participation in a commercial activity.

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  • msg global solutions has an existing business relationship with you or has a former business relationship with you which terminated less than two years ago (for instance, you are a former client);
  • msg global solutions received an inquiry from you within the last 6 months;
  • You disclosed your electronic address to a msg global solutions employee (for example you provided your business card to a msg global solutions employee) or you conspicuously published your electronic address (for example, via a corporate website or in a brochure) and the CEM sent is in connection with your business role and function.

When is an electronic message exempt under CASL?

If you are receiving an electronic communications from msg global solutions, it may be a message that is exempt under CASL. This would be the case if the message is one the following:

  • you have a personal relationship with the msg global solutions employee who contacted you, meaning that you have previously had a direct, voluntary, two-way communication;
  • you have a family relationship with the msg global solutions employee who contacted you;
  • the CEM is sent within msg global solutions (between employees of msg global solutions);
  • the CEM is sent between msg global solutions and another business, where there is an ongoing relationship between msg global solutions and this other business;
  • the CEM was sent by msg global solutions to you, in order to respond to your request or inquiry; or
  • the CEM was sent by msg global solutions to you, in order to enforce a legal right or obligation (for instance, if you have an outstanding debt, or breached a contract that you have with msg global solutions, etc.).

In certain situations, your consent is not required for certain types of messages sent by msg global solutions, although you may still unsubscribe from future transmission of similar messages. The type of messages where msg global solutions does not need your consent is an electronic message that:

  • is sent once, following a referral by a current msg global solutions client, service provider, business partner or employee who also has a personal or business relationship with you;
  • only provides you with a request for a quote or an estimate;
  • only facilitates or confirms a transaction;
  • only provides msg global solutions warranty, product recall, safety or security information; or
  • only provides information about your ongoing use of msg global solutions services or products or ongoing purchases (including updates and upgrades).

If you have received a CEM, and you believe that you should not have, please contact us immediately at hello@cookhouselabs.com and we will promptly remove your address from our list (within maximum 10 business days).


You may be contacted by a msg global solutions employee via social media, such as LinkedIn, if you are connected on the social network with the msg global solutions employee, or if you have indicated through your preference settings the fact that you are open to receiving messages about new business opportunities or ventures. You may also be contacted if you have conspicuously published your electronic address (for instance, on a social media website), have not indicated that you did not wish to receive CEM, and the CEM sent is in connection with your business role and function.


At msg global solutions, we take the law very seriously. You may unsubscribe at any time from receiving CEM, by visiting the Preference Centre or clicking on the link in any CEM that you may receive from Msg global solutions, and we will remove you from our list within ten (10) business days.


  • From time to time, Msg global solutions will review and update this Anti-Spam Commitment as required to keep current with rules and regulations, new technologies, standards, our business practices and outside parties’ concerns. We will post any Anti-Spam Commitment changes on this page and, if the changes are significant, we will provide a more prominent notice (including, as the case may be, email notification of Anti-Spam Commitment changes).


If you need further assistance, please contact us at: hello@cookhouselabs.com

Revised November 11, 2019.

Accessibility for Ontarians with Disabilities

Documents Available Notification (AODA)

Dear Valued Clients and Visitors,

msg global solutions Canada Inc. has created policies and procedures to meet their obligations regarding customer service outlined in the Integrated Accessibility Standards under the Accessibility for Ontarians with Disabilities Act. 2005.

Our accessibility policies are available for your review in a number of formats. Should you wish access to these documents in another way, please notify: hello@cookhouselabs.com

Statement of Organizational Commitment

msg global solutions is committed to ensuring equal access and participation for people with disabilities. We are committed to treating people with disabilities in a way that allows them to maintain their dignity and independence. We believe in integration and we are committed to meeting the needs of people with disabilities in a timely manner. We will do so by removing and preventing barriers to accessibility and meeting our accessibility requirements under the Accessibility for Ontarians with Disabilities Act and Ontario’s accessibility laws.

Statement of Commitment to Accessibility

msg global solutions is committed to providing a barrier-free environment for all stakeholders including our clients/customers, employees, job applicants, suppliers, and any visitors who may enter our premises, access our information, or use our services. As an organization, we respect and uphold the requirements set forth under the Accessibility for Ontarians with Disabilities Act(2005), and its associated standards and regulations.

msg global solutions understands that we have a responsibility for ensuring a safe, dignified, and welcoming environment for everyone. We are committed to ensuring our organization’s compliance by incorporating accessibility legislation into our
policies, procedures, equipment requirements, training, and best practices. We will review these policies and practices annually, as organizational changes occur, or in anticipation of compliance deadlines. In addition, we will strive to meet the needs of individuals with disabilities in a timely and effective manner.

Providing an accessible and barrier-free environment is a shared effort, and as an organization, msg global solutions is committed to working with the necessary parties to make accessibility for all a reality. For more detailed information on our accessibility policies, plans, and training programs, please contact hello@cookhouselabs.com

Alternate Format Request Form

msg global solutions is committed to providing accessible, quality services. Communications in alternate formats will be made available upon request within a reasonable time period in a mutually agreed upon format. Please complete and submit the below form to hello@cookhouselabs.com

Accessibility Standards for Customer Service Record of Customer

Thank you for visiting msg global solutions and Cookhouse Labs. We value all our clients and strive to meet everyone’s needs. We look forward to your feedback. Please send us an email at hello@cookhouselabs.com

Privacy Policy

msg global and its innovation lab program Cookhouse Labs Privacy Policy

We at msg global solutions and our affiliates or programs (e.g. Cookhouse Labs) are committed to protecting your privacy. This Privacy Policy applies to our website and all of its associates websites (the “Websites”). This Privacy Policy governs our data collection, processing and usage practices. It also describes your choices regarding use, access and correction of your Personal Information. By using the Websites, you consent to the data practices described in this Privacy Policy. If you do not agree with the data practices described in this Privacy Policy, you should not use the Websites.

The terms of our privacy policy, which can be found below, is based on the ten principles set out the Canadian Standards Association’s Model Code for the Protection of Personal Information.

Ten Privacy Principles

Accountability: We are responsible for personal information under our control and we have designated individuals who are accountable for our compliance with these privacy principles.

Identifying Purposes: We shall disclose the purposes for which we collect your personal information either before or at the time the information is collected.

Consent: Your knowledge and consent is required for our collection, use or disclosure of your personal information, subject to certain exceptions set out in the law. Your consent may be expressed in writing, verbally, electronically, and in certain circumstances, may also be implied.

Limiting Collection: Your personal information shall only be collected by fair and lawful means, and will be limited to that which is necessary for the identified purposes.

Limiting Use, Disclosure and Retention: Your personal information may only be used or disclosed for the purposes for which it was collected, other purposes to which you have consented or if required by law. Your personal information shall be retained only as long as necessary for the fulfillment of identified purposes, or as required or permitted by law.

Accuracy: We shall use reasonable efforts to ensure that your personal information is accurate, complete and as up-to-date as is necessary for the purposes for which it is to be used.

Safeguards: We shall protect your personal information using security safeguards appropriate to the sensitivity of your information to prevent unwanted release, misuse or intrusion.

Openness: Information about our privacy policies and procedures for handling your personal information shall be made available to you.

Individual Access: Upon written request, you will be informed of the existence, use and disclosure of your personal information. In addition, you will be given access to your personal information, as permitted by law. You may also verify the accuracy and completeness of your personal information and, where appropriate, request that it be amended.

Inquiries and Concerns: You may contact us if you have any questions or concerns about our privacy policies and procedures.

We periodically update this Privacy Policy. We encourage you to review this Privacy Policy periodically.

Important Information

1.1. Changes to this Privacy Policy

We may update or replace this Privacy Policy from time to time by posting a new version online. You should check this page occasionally to review any changes. If we make any material changes we will notify you by posting the revised Privacy Policy on our Websites. This helps you to always be aware of what information we collect, how we use it and under what circumstances, if any, it is disclosed. Your continued use of the Websites and/or continued provision of Personal Information to us will be subject to the terms of the then-current Privacy Policy.

1.2. Contact Us

If you have any questions about this Privacy Policy or our treatment of the information you provide us, please write to us by email at: hello@cookhouselabs.com, or by postal mail to: Cookhouse Labs, 30-34 Duncan St, Toronto, Ontario, Canada M5H 1A1, Attn: Privacy.

Information We Collect

2.1. When You Visit our Websites

You are free to explore the Websites without providing any information about yourself. However, when you visit the Websites, we may request that you provide Personal Information about yourself and we will collect Navigational Information.

2.2. “Personal Information”

This refers to any information that you voluntarily submit to us through the use of our Websites, and that identifies you personally, including contact information, such as your name, e-mail address, company name, address, phone number, and other information about yourself or your business. Personal Information can also include information about any transactions, both free and paid, that you enter into on the Websites, and information about you that is available on the internet, such as from Facebook, LinkedIn, Twitter, Instagram and Google, or publicly available information that we acquire from service providers.

2.3. “Navigational Information”

This refers to information about your computer and your visits to this website such as your IP address, geographical location, browser type, referral source, length of visit and pages viewed. Please see section 4 the “Navigation Information” section, below.

2.4. Information About Individuals Under 18

The Websites are not intended for or targeted at individuals under 18, and we do not knowingly or intentionally collect information about individuals under 18. If you believe that we have collected information about an individual under 18, please contact us at:  hello@cookhouselabs.com, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street , Toronto, Ontario, Canada M5H 1A1, Attention: Privacy, so that we may delete the information.

How We Use Information We Collect

3.1. We Never Sell Personal Information

We will never sell your Personal Information to any third party.

3.2. Use of Personal Information

In addition to the uses identified elsewhere in this Privacy Policy, we may use your Personal Information to: (a) improve your browsing experience by personalizing the Websites and to improve underlying marketing software; (b) send information to you which we think may be of interest to you by post, email, or other means; and (c) provide other companies with anonymized statistical information about our users — but this information will not be used to identify any individual user. We may, from time to time, contact you on behalf of external business partners about a particular offering that may be of interest to you. In those cases, we do not transfer your unique Personal Information to the third party. In addition, we may share data with trusted partners to contact you based on your request to receive such communications, help us perform statistical analysis, or provide customer support. Such third parties are prohibited from using your Personal Information except for these purposes, and they are required to maintain the confidentiality of your information.

3.3. Use of Navigational Information

We use Navigational Information to operate and improve the Websites and underlying marketing software. We may also use Navigational Information alone or in combination with Personal Information to provide you with personalized information about the Software Provider.

3.4. Customer Testimonials and Comments

We post customer testimonials and comments on our Websites, which may contain Personal Information. We obtain each customer’s consent via email prior to posting the customer’s name and testimonial.

3.4. Use of Credit Card Information

We do not directly collect credit card information from you. We use a third-party service provider to manage credit card processing. This service provider is not permitted to store, retain, or use information you provide except for the sole purpose of credit card processing on our behalf.

3.5. Service Providers

We employ other companies and people to provide services to visitors to our Websites, such as the use of underlying marketing software, and may need to share your information with them to provide information, products or services to you. Examples may include removing repetitive information from prospect lists, analyzing data, providing marketing assistance, processing credit card payments, supplementing the information you provide us in order to provide you with better service, and providing customer service. In all cases where we share your information with such agents, we explicitly require the agent to acknowledge and adhere to our privacy and customer data handling policies.

3.6. Security of your Personal Information

We use a variety of security technologies and procedures to help protect your Personal Information from unauthorized access, use or disclosure. We secure the Personal Information you provide on computer servers in a controlled, secure environment, protected from unauthorized access, use or disclosure. When sensitive Personal Information (such as geo-location data) is collected on our Websites and/or transmitted to other websites, it is protected through the use of encryption, such as the Secure Socket Layer (SSL) protocol.

If you have any questions about the security of your Personal Information, you can contact us at: hello@cookhouselabs.com, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street, Toronto, Ontario, Canada M5H 1A1, Attention: Privacy.

3.7. Social Media Features

Our Websites include social media features (“Social Media Features”), such as the Facebook Like button, the Share This button or interactive mini-programs that run on our sites. These features may collect your IP address, which page you are visiting on our sites, and may set a cookie to enable the feature to function properly. Social Media Features are either hosted by a third party or hosted directly on our Websites. This Privacy Policy does not apply to these features.  Your interactions with these features are governed by the privacy policy and other policies of the companies providing them.

3.8. External Websites

Our Websites provide links to other websites. We do not control, and are not responsible for, the content or practices of these other websites. Our provision of such links does not constitute our endorsement of these other websites, their content, their owners, or their practices. This Privacy Policy does not apply to these other websites, which are subject to any privacy and other policies they may have.

3.9. Retention of Personal Information

We retain Personal Information that you provide us as long as we consider it potentially useful in contacting you about our services and products, or as needed to comply with our legal obligations, resolve disputes and enforce our agreements, and then we securely delete the information. We will delete this information from the servers at an earlier date if you so request, as described in the “Opting Out and Unsubscribing” section below.

If you have elected to receive marketing communications from us, we retain information about your marketing preferences for a reasonable period of time from the date you last expressed interest in our content, products, or services, such as when you last opened an email.  We retain information derived from cookies and other tracking technologies for a reasonable period of time from the date such information was created.

3.10. International Transfer of Information

To facilitate our global operations, we may transfer and access Personal Information from around the world, including Canada. This Privacy Policy shall apply even if we transfer Personal Information to other countries. We have taken appropriate safeguards to require that your Personal Information will remain protected.

3.11. Corporate Events

If we (or our assets) are acquired by another company, whether by merger, acquisition, bankruptcy or otherwise, that company would receive all information gathered on the Websites. In this event, you will be notified via email and/or a prominent notice on our Website, of any change in ownership, uses of your Personal Information, and choices you may have regarding your Personal Information.

3.12. Compelled Disclosure

We reserve the right to use or disclose your Personal Information if required by law or if we reasonably believe that use or disclosure is necessary to protect our rights; protect your safety or the safety of others; investigate fraud; or comply with a law, court order or legal process.

Navigational Information

4.1. Cookies

Cookhouse Labs use cookies or similar technologies to analyze trends, administer the Website, track users’ movements around the Website and to gather demographic information about our user base, as a whole.

We use “cookies” to help you personalize your online experience. A cookie is a text file that is placed on your hard disk by a web server. Cookies are not used to run programs or deliver viruses to your computer. Cookies are uniquely assigned to you, and can only be read by a web server in the domain that issued the cookie to you. One of the primary purposes of cookies is to provide a convenience feature to save you time. The purpose of a cookie is to tell the web server that you have returned to a specific page. For example, if you personalize pages on our Websites, a cookie helps us to recall your specific information on subsequent visits. When you return to the same Website, the information you previously provided can be retrieved, so you can easily use the customized features.

You have the ability to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. If you choose to decline cookies, you may not be able to fully experience the interactive features of the Websites you visit. Cookhouse Labs keeps track of the Websites and pages you visit within Cookhouse Labs, in order to determine what portion of the Website is the most popular or most used. This data is used to deliver customized content and promotions within the Website to customers whose behavior indicates that they are interested in a particular subject area.

4.2. Log Files

We may collect demographic information, such as your postal or zip code, age, gender, preferences, interests and favorites using log files that are not associated with your name or other Personal Information. There is also information about your computer hardware and software that is automatically collected by us. This information can include: your IP address, browser type, domain names, internet service provider (ISP), the files viewed on our site (e.g., HTML pages, graphics, etc.), operating system, clickstream data, access times and referring website addresses. This information is used by Cookhouse Labs for marketing purposes, to maintain the quality of the Websites and to provide general statistics regarding use of the Website. For these purposes, we do link this automatically-collected data to Personal Information, such as name, email address, address and phone number.

4.3. Clear Gifs (Web Beacons/Web Bugs)

We employ a software technology called clear gifs (a.k.a. “web beacons” or “web bugs”), that help us better manage the Website by informing us what content is effective. Clear gifs are tiny graphics with a unique identifier, similar in function to cookies, and are used to track the online movements of visitors to our Websites.  In contrast to cookies, which are stored on a user’s computer hard drive, clear gifs are embedded invisibly on web pages or in emails and are about the size of the period at the end of this sentence. We use clear gifs in our HTML-based emails to let us know which emails have been opened by recipients.  This allows us to gauge the effectiveness of certain communications and the effectiveness of our marketing campaigns. We tie the information gathered by clear gifs in emails to our customers’ Personal Information. If you would like to opt-out of these emails, please see “Opting Out and Unsubscribing”.

4.5. Third Party Tracking Technologies

The use of cookies and web beacons by any tracking utility company is not covered by our Privacy Policy. We do not have access or control over these third party tracking technologies.

How to Access & Control Your Personal Data

5.1. Reviewing, Correcting and Removing Your Personal Information

Upon request Cookhouse Labs will provide you with information about whether we hold any of your Personal Information. You have the following rights with respect to that information:

To request access, correction, updates or deletion of your personal information;

To object to processing of your personal information;

To restrict processing of your personal information;

To request portability of your personal information; and

To opt out of being solicited by Cookhouse Labs,

To exercise any of these rights, please contact us at: hello@cookhouselabs.com, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street, Toronto, Ontario, Canada M5H 1A1, Attention: Privacy. We will respond to your request to change, correct or delete your information within a reasonable timeframe, and notify you of the action we have taken.

If we have collected and process your personal information with your consent, then you can withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal, nor will it affect processing of your personal information conducted in reliance on lawful processing grounds other than consent.

You have the right to complain to a data protection authority about our collection and use of your personal information.

5.2. Anti-Spam Policy

Our Acceptable Use Policy, at: www.cookhouselab.com/casl-acceptable-use, applies to us and, among other things, prohibits us from sending unsolicited commercial email in violation of applicable laws, and requires the inclusion of an “opt-out” mechanism in any commercial electronic messages that we send.

5.3. To Unsubscribe From Our Communications

You may unsubscribe from our marketing communications by clicking on the “unsubscribe” link located on the bottom of our commercial electronic messages, contacting us at: hello@cookhouselabs.com, or by postal mail at: Cookhouse Labs, 30-34 Duncan Street, Toronto, Ontario, Canada M5H 1A1, Attention: Privacy.

Our Design Thinking Methodology

CHLs Design Thinking Methodology

Learn to understand your target group.

Construct point of view based on user needs.

Collaborate with peers to design an idea and business case.

Build a Minimum Viable Product.

Test & retest the idea with different users.

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