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!!

1 Day – Google Sprint Training

Explore what you can accomplish using Google Sprint and learn how to ensure you keep solving problems in just five days

Our gift to you in these challenging times: Open and Free for Insurers, Reinsurers, Brokers, Insurance-Related Startups, and Academia.

Google Sprint is a methodology that uses the understanding of Design Thinking and helps you solve complex problems in five days. The process is strategically designed so that solutions are defined within an equivalent of a working week, and same as with Design Thinking saving money and time.

Join this workshop to learn another design methodology that you can implement in your daily projects.

  • By the end of the one-day Google Sprint Workshop, you will be able to:
  • Understand what Google Sprint is
  • Recognize the differences between Lean Startup, Cookhouse Labs methodology and Google Sprint
  • Learn when you can use this methodology to make the most of it
  • Identify the benefits of a Google Sprint
  • Practice the methodology and receive feedback on the spot

To reserve your spot, email us at cookhouselabs@msg-global.com!

1 Day – Google Sprint Training

Explore what you can accomplish using Google Sprint and learn how to ensure you keep solving problems in just five days

Google Sprint is a methodology that uses the understanding of Design Thinking and helps you solve complex problems in five days. The process is strategically designed so that solutions are defined within an equivalent of a working week, and same as with Design Thinking saving money and time.

Join this workshop to learn another design methodology that you can implement in your daily projects.

  • By the end of the one-day Google Sprint Workshop, you will be able to:
  • Understand what Google Sprint is
  • Recognize the differences between Lean Startup, Cookhouse Labs methodology and Google Sprint
  • Learn when you can use this methodology to make the most of it
  • Identify the benefits of a Google Sprint
  • Practice the methodology and receive feedback on the spot

To reserve your spot, email us at cookhouselabs@msg-global.com!

THIS EVENT HAS BEEN SOLD OUT

Munich 2-Day Taster Session Recap: Disruption of Insurance through Tech Giants

A diverse community of insurance professionals convened in Munich in May 2018 to explore industry disruption from unlikely players – the world’s tech giants. The group came together to use new approaches and unlock methodologies to help navigate the future of the industry in our collaborative 2-day session. 

What is a taster session at Cookhouse Lab?

A taster session at Cookhouse Lab is a free 2-day session that gives organizations a chance to experience the methodology, process, and environment of Cookhouse Lab. The taster offers insurance professionals the opportunity to experience a mindset shift, access design thinking tools, connect with new industry peers, and get answers to questions about the benefits of Cookhouse Lab membership.

The session provides accelerated programming, leveraging the strategies and philosophies that are fully explored in the Lab’s 2, 4, and 12-week projects. Each taster offers insight into the full program experience while also providing a lens on a specific project topic.

What did participants do at the Munich 2-Day Taster Session?

The Munich taster focused on Disruption of Insurance through Tech Giants and offered local insurance organizations from across Europe a taste of our Pop-Up Lab in Munich, running from September 10 – 21 and culminating with final presentations at msg’s Insurance Conference inscom.

Over 2 days, the taster attendees:

  • Identified what tech giants are currently doing in insurance
  • Discovered consumers overall attitudes about insurance and what they know about tech giants
  • Researched unique value propositions that insurance organizations can offer to compete with tech giants
  • Looked at available resources from tech giants and explored how insurance organizations can leverage them to improve their customer experience

What methodology was used for the taster?

The Cookhouse Lab methodology was used to uncover trends, draw on intersections, and unlock value for the insurance professionals. Using design thinking tools and our proven project approach, we were able to develop innovative solutions to meet the needs of a changing insurance industry landscape. Over the 2-day session, we walked through all three phases of the process: the team completed their initial research online, created their interview questions and, as always, went out to talk to consumers to better understand their thoughts, feelings, and opinions on tech giant disruption.

Who participated?

This was a very fun group to work with! As an Intercultural Management consultant and coach, I enjoyed working with a team that was diverse, not only in terms of geographical location but also in terms of industry. Our participants joined us from the Netherlands, Switzerland and Germany. Our guests from Germany, SOKA BAU, were exclusively labourers insurance providers, a type of organization we don’t often see in our lab. Die Mobiliar from Switzerland and Nationale Niederlanden were also in attendance, and it was a pleasure to have msg colleagues and participants from their partners at SAP. The team was completed with members of another msg organization, minnosphere. The unique mix of experience and perspectives in the room made for incredible solutions and a fun, creative, and productive taster.

What were the outcomes of the Munich taster?

Every participant came away with their own unique insights, but it was fascinating to see how far each person could step outside of their comfort zone. Final presentations provided an overview of three viable solutions and were presented as a great mix of Pecha Kucha presentations, sketches, storyboards, and low-fi prototypes. The diversity in solutions and presentation styles was a great reminder of the importance of an open and creative mindset and attitude when innovating.

The three solutions the team crafted included:

  • Insure your Lifestyle: What if you could insure your lifestyle and make sure that what you have built is something you can enjoy for the rest of your life? What if your insurance supported you through your journey and, with your help and data, your provider could customize your packages to fit your current lifestyle while also taking into account future changes? For example, if you are currently a passionate snowboarder, when the time comes to rest your board you would be able to substitute coverage for a new hobby, maybe more beach travel or a different sport.
  • Be Insured: Imagine a life where you would pay one premium a year, in which everything you needed to cover was covered. A life where your insurance company would offer you packages based on specific settings you select like budget, items you want insured, trips you are taking, and family milestones like your teenager getting their license, or the beginning of your ‘empty nest’ with your youngest child’s graduation. Imagine a life where you can choose how to pay for your insurance, with cash or data. Every year, you could receive a report of how your data was used – a life where you do not need to look for insurance, insurance comes to you!
  • Insurance Concierge – Blockchain: Two of the most common questions related to insurance are what exactly do I need and how do I get it? When most people start that search, they come across too many options, most of which are not very clear, leading to a time-consuming and confusing search. Insurance Concierge takes care of those pain points. It is your digital concierge, built using access to your blockchain where all of your personal data has been securely stored. The concierge would not communicate with you, but with your digital twin – a twin designed by you! Now the communication, search, and offers are all managed by your concierge and your digital twin. When offers come in and coverage is required, you have the option to read and sign yourself OR handoff signing authority to your digital twin.

What future tasters can we look forward to in the Lab?

We have a one-of-a-kind taster coming up on June 26-28. Learn more about The Future of the Mobile Insurance Agents and Brokers taster here. What makes this taster unique is that participants will be taking part in a project that is focused on launching a solution. This means you get to co-create and be part of the journey as the project moves from a lo-fi prototype to a fully functioning product! This is an exciting opportunity as the Lab typically focuses on creating solutions, not launching them. This time, as we partner with msg, SAP, and Apple, you will have a chance to experience more and see the full process of bringing a product into market.

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