Loyalty & Rewards Project (Series Finale): Delivering Business Value

“Coming up with an idea is the easy part. Bringing that idea to life is the difficult part”  

This advice was given to me very early on in my career but still rings true every time I embark on a new innovation project.  As innovation professionals can attest to, it is the vetted business value of an innovation that is one of the most difficult elements to overcome when applying for budget or devising a go-to-market strategy. 

As the team worked towards the end of the project, the focus was on business casing, and the due diligence supporting the features of the newly created digital experience.  All of which were in an attempt to deliver business value planned from the beginning of the project. Some examples of these can be seen below. 


A key component of the delivery is the go-to-market business model. Given the diverse insurance and reinsurance Cookhouse Lab members and the geographies they represent, multiple models were considered to support the post-project launch of the application. Additional details were provided in an innovation report to the project member insurance companies. 

Considered Loyalty & Rewards Business Models 

Working with actuary project members, the team also produced several financial models that defined the on-going budget available to engage and retain a high lapse probability customer. Several versions were produced along with sensitivity along various lapse rates. The models were also delivered in the innovation report as a due diligence data source and analysis. 

Sensitivity testing the model based on lapse rates 


Finally, customer engagement is key to the unique value proposition of the MVP. Hence additional rounds of end customer interviews were performed to identify the challenges that would be most interesting. All customer feedback, surveys and interviews were collected and shared in the customer insight section of the innovation report. 

Insurance Challenge testing with end customers 

Bacon Reward Challenge within the Application

From this customer feedback and testing, the team defined several high interest challenges that would target motivations of several types of customers. As we know, adoption and engagement are key to any digital experience which the team delivered in a gamified challenge feature. This is one of many features that were included based on customer insights.

MVP Challenge example 

It was an intense project timeline of ideating, designing, iterating and developing the business elements of the MVP.  Captured in details in the innovation report, the deliverable was refined iteratively with customer feedback throughout the entire experience. Although it was a short 90-day journey, it was a fruitful one, as the team was successful in delivering the MVP and report to stakeholders on the final day! 

The Loyalty & Rewards Team 

It is truly incredible to see the collaboration efforts and speed that our first project team delivered! The entire Cookhouse Lab team is thrilled to embark our next set of projects! One MVP down and many more on the way! 

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Loyalty & Rewards Project (Week 8): Creating a Digital Experience to Humanize Insurance

“The needs of insurers are not aligned to the needs of customers”

Often times, driven by profitability and shareholder return, corporations continue to find it a challenge to align their financial goals with customer needs. This opportunity, although identified early on in the project, continues to be a key theme for the project. The common situation that seemed to arise when comparing customer feedback to insurer feedback, was that insurers tend towards communicating by their products while customers tend to only understand insurance within their own context. 

In Week 8, the team created a concept that maps what matters to customers to an insurer’s existing products. A number of “care items” were identified during this exercise and we worked ensuring these components were integrated into our solution. 

Screenshot of the current insurance loyalty and rewards prototype, representing some examples of “care items”. 

The mobile app, codenamed “BACON”, centers a digital experience around care items to represent what customers are really protecting when they invest in insurance. However, with any mobile app, stakeholder motivation is key to success. The team sought answers to some very important questions through feedback, research, and observing market trends. 

What’s in it for customers? (Based on feedback and research)

  • A way to have all their insurance coverage in one place
  • A new way to share “positive and negative stories” with their insurers to earn rewards
  • A new place for them to leverage their wearables and IoT data

What’s in it for insurers? (Based on feedback and expert trends)

  • A new way to better understand their customers via personalization and technology (eg. IoT)
  • A new way to engage their customers by rewarding
  • A new way to incent and motivate risk mitigating behaviour (supported by research conducted)

After the needs of the stakeholders (insurers) were identified, the team focused on the commonalities between them.  Addressing these common overlapping desires is the secret sauce towards an optimal digital experience.  Follow up interviews were conducted to dig deeper in order to identify the following common opportunities. 

Common insurer opportunities:

  • Direct communication possibilities via notifications 
  • Engagement and retention via challenges 
  • Connecting Internet of Things devices to the app 
  • Behaviour changes possibilities 
  • Point conversion model 
  • Data scraping and obtaining personal info 

Although we are in the delivery phase of the project, the team remains true to the iterative feedback methodology as we continue to collect feedback on a weekly basis.

Next week, the team will continue on delivering the final MVP with a focus on some customer behavior based challenges and the development of a points to rewards financial model.

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Loyalty & Rewards Project (Week 7): Reflection

We have now passed the halfway mark of our project journey. The team has made fantastic progress so far, iterating through the design thinking journey. Combining design thinking and lean startup methodologies, the team has completed version one of the insurance loyalty and rewards MVP based on end-user feedback.

As we continue through our unique Cookhouse Lab experience that combines co-creation, open innovation, and insurance expertise, the team now moves on to another customer segment: The potential investors. 

As part of this reflection exercise, the team spent the week preparing and connecting with stakeholders at each of our (re)insurance member companies,  IRB Brasil, Munich Re, Hannover Re (Ireland) DAC Canadian Life Branch and Forester Financial to identify their needs. 

Although everyone was interested in retention, it was very interesting to experience the feedback each of the companies provided as each had their own perspective. While one focused their interest around the IoT and wearable integration technology of the project, another focused on our gamification experience. 

The team found it valuable that this reflection exercise was done at the half waypoint. It not only kept us aligned with the needs of potential customers, but also reinforced our focus on overlapping the value between end-users and the companies.

To support the retention of customers, our loyalty and rewards MVP will:

  • Provide a new channel of end-customer engagement through positive behaviour challenges
  • Earn end customers valuable points that they can use to redeem for extended insurance
  • Offer a personalized experience for end customers as the MVP will allow them to store and update (through IoT & wearables) all of their insurance information

In Week 8, the team will deep dive into each of the values stated above and prepare for our second pitch breakfast to internal stakeholders of each member company. 

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Loyalty & Rewards Project (Week 6): Friendly Competition

Innovation can be sparked through a variety of different ways. Sometimes, the spark comes from sheer necessity but other times, it can be born through an “Aha!” moment from a high-pressure environment.

Personally, I am a fan of innovation through the approach of “friendly competition.” Without some form of pressure (whether it be friendly or not), it is hard to innovate effectively.

In week 6, Cookhouse Lab focused on creating a “friendly competition” environment by running a four-hour micro-hackathon. We began with a team kick-off to determine the scope of our competition.

We decided to focus on the project’s unique value propositions (UVPs) which included data, proactive insurance check-ups and behaviour motivating challenges. Each of these UVPs enable our Loyalty & Rewards solution to provide a new level of personalization and care for insurance customers, addressing the problem statement we defined in week 2.

We then structured our friendly competition by utilizing these hackathon best practices:

  • A short timeframe to create a pressured environment
  • A diverse team-based competition
  • A dedicated team space for the duration of the competition
  • A single competition goal that is broad enough to creatively tackle but narrow enough to be solved within the designated amount of time
  • Clear judging criteria
  • Periodic mini-challenges to keep a level of high energy throughout the challenge
  • A novel prize to incentivize the participants

The focus of the micro-hackathon was to create a new product out of only one of the UVPs. We split the project teams at random into two groups. Since our project deals with insurance customer lapse rates, each team would benefit from an actuarial perspective and insight. Therefore, both teams were led by our own member actuaries. 

To provide impartial evaluation, we invited a judge from Hannover Re (Ireland) DAC Canadian Life Branch. This individual scored the presentations as each team pitched their product.

In the end, Team Red won with their focus on customer behaviour. Addressing each of the judging criteria areas, Team Red had a more customer-centric solution resulting in a longer value lifespan. They also provided a flexible and nimble solution with a realistic ROI that fit within the judge’s investable band.

This week, it was great to see our project scope narrowed as we move towards a flushed-out MVP within our target date. We are approaching Week 12 with much evidence that our insurance Loyalty & Rewards product is becoming more focused and addressing some of the questions that were surfaced during our Week 5 Pitch.

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Loyalty and Rewards Project (Week 5): The Pitch

Loyalty and Rewards Project (Week 5)

A couple of years ago, I had the pleasure of presenting my first venture capital (VC) pitch for a startup that I was working on called PetBot. Prior to the pitch, I was under the impression that I knew everything in putting together a successful pitch that would blow everyone away. Boy, was I wrong. Nearly every slide I spoke to was faced with brilliant and constructive critiques.

Fast forward to this week. The Loyalty & Rewards team was hard at work preparing for our initial pitch centered primarily on the end-user feedback and research we’ve collected from the first 30 days. We welcomed our member companies and collaborators for our first monthly breakfast pitch event. The objective of these events is to get initial buy-in from the target ‘investor’ group who would potentially fund the development of the proposed product towards market launch after project completion in the lab.

Attendees included: Munich Re, Hannover Re (Ireland) DAC Canadian Life Branch, Foresters Financial, KPMG (Canada), Highline Beta, and IRB Brasil RE (who attended via live video stream).

In preparing for this pitch, we leveraged many best practices from both academia and real-life experiences. Using the Business Model Canvas, a tool widely used to describe, design, challenge, and pivot our business model, we narrowed down several categories of content that the team focused on.

The first of these was the creation of a unique value proposition for our Loyalty & Rewards invention followed by the initial product tagline: “Improve Quality. Earn Rewards.”  With my guidance, the team utilized a four-quadrant competitive analysis to carve out a niche that was unique and defensible.

Secondly, we refined the problem statement. During the completion of these exercises, it was encouraged that the team create a customer persona linked to the problem.

From our research, we observed that:

  • Only 8% of millennials surveyed had interest in our innovation
  • Whereas 70% of parents surveyed had interest in our innovation
  • Parents aged between 24-45 had the most number of insurance products
  • 1 on 1 interviews concluded that mothers of young children showed the most interest

Based on these observations, we created our target person: Katie, a 35-year-old mother of two small children who does not have a lot of time. As such, she would appreciate the ease of use and is incentivized by free insurance (not discounts). 

Finally, we focused on the opportunity and the solution. We walked through how the persona would interact with the solution via high fidelity demo screens that highlighted both the marketing approach, the business opportunity and model.  Specifically, the team pitched how Katie used the platform to save time, earn free insurance and be engaged with her insurance.

It was a very productive and interactive morning! Our collaborators and fellow members asked some great questions and offered their initial thoughts to the project team for consideration as we approach our next phase. The group was curious about our upcoming plans on how we will be collecting insurance policy information and potential integration. You’ll have to continue to follow along to find out!

Personally, the most interesting aspect of this process was the level of trust and personal connection that the participants had with the insights that were gathered from their peers on the project team, this provided a level of reassurance that our Loyalty & Rewards project was headed in the right direction.

Up next week, the project will move its focus from end-user feedback to member company feedback, specifically how investable ventures and programs are determined.

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Loyalty & Reward Project (Week 4): Structured Corporate Co-Innovation

As a child, I was fortunate to have access to one of the most popular creative tools of my generation, LEGO.  Many of my peers took the typical path of buying the box set and assembling the intended toy, but I tended to follow the more rebellious path by trading pieces with my friends so that we could each create our own custom masterpieces.

In the end though, it didn’t matter how our creations stacked up against the preset box set toys, but rather that we were all happy with our own personalized toy.  Today, this LEGO analogy embodies the same experience of a crowd-based platform, where customers can propose, create, and support new creations.

This week our project members followed a similar methodology as we started our alpha prototyping exercise. Alpha prototyping (a step prior to Beta) is an internal MVP build that has only partial user testing completed and key features that are still missing. We began the week with low fidelity prototypes that represented high-level ideas. 

A key part of successful innovation is a business model that supports the sustainability of the proposed innovation. It is extremely valuable to have input and participation from a variety of roles and levels of a member organization. That input married with the customer insights we had gathered from previous weeks provides both tactical and strategic guidance in order to potentially bring the innovation to market and to monetize the venture once there is market maturity.

With the goal of producing an investable minimum viable product at the end of 12 weeks, it was great to have a rotation of members join the team at various stages of the project. 

Members from Hannover Re (Ireland) DAC Canadian Life Branch and Foresters Financial participating in our project.

With a couple weeks under our belt, it was exciting to see the initial hesitation to create disappear as members took to the whiteboards, LEGO sets and digital tools to create.  Iteration was definitely a key theme as we built, collected feedback and murder-boarded ideas in moving towards our final goal.  

Members Whiteboarding

One exercise I found particularly useful was prototyping along a customer journey map.  We identified our target persona and had mapped out an ideal experience for them, but this was even more impactful to have supporting prototypes every step of the way.  We employed traditional prototyping exercises such as Crazy 8’s and Product Box prior to digitally creating these in our toolset. 

Prototyping along a customer journey

In the end, it was inspirational to see the acceleration in creation in this project.  From strategic input validating our business model to innovation artists creating beautiful new innovations, it was definitely a week of awe.  We continue to work and iterate by applying our structured approach of Empathizing, Defining, Designing, Creating, and Testing as we march (no pun intended) towards the final stages of our project output.

I’ve observed over the last 4 weeks that given the ideal collaborative environment, players and tools, ideas can be turned into real customer focused masterpieces.

Masterful Art Created at the Cookhouse Lab

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Loyalty and Rewards Project (Week 3): Minimum Viable Product Supporting Partnerships

At the core of Cookhouse Lab’s values is the belief that co-creation through collaboration brings forth greater value than the sum of its respective parts.  I have previously discussed about our diverse member pool as well as ongoing interactions with customers, both, directly impacting our day-to-day lab work. In addition to these, we have formed several partnerships to provide support to our members and projects. The first question we often get asked is how we handle Intellectual Property (IP). Given the competitive nature of the insurance business, IP is a critical topic of interest. To address IP and other legal inquiries, our lab partners, Dan Pollack Law and  Blake, Cassels & Graydon LLP (Blakes) provides legal and advisory expertise to our members and the innovation projects being facilitated in Cookhouse Lab. With this partnership in place, we have the appropriate legal knowledge and tools in place to continue with our project milestones, every step along the way. 

In January, we announced our partnership with Highline BETA. As an early-stage investment firm, we recognized that Highline BETA brings new venture (startup) acceleration expertise and connections that we can leverage. Three weeks into our journey, and they have introduced us to several relevant InsurTechs, ideated with our project teams and planned thought leadership sessions.  This has not only contributed to the velocity of our project progress, but also provided us paths around roadblocks. 

“Cookhouse Lab is an extremely unique and collaborative space for Open InsurTech Innovation.  Developing solutions to problems is always a challenging task, yet that challenge is easier met through smart collaboration. Cookhouse Lab is a true catalyst for bringing it all together and we are excited about what’s to come.”  Ron Kunitzky, Chief Partnership OfficerHighline Beta 

On our launch day, we hosted six InsurTech startups as they pitched their businesses to our panel of experts.  Each of the startups were compelling in their own way but in the end, the judges decided on Drop as our inaugural winner.  Since then, we have invited Derrick Fung, CEO of Drop to share his experience with us that propels our Loyalty and Rewards project to the next level. 

As mentioned in Week 1, our approach to loyalty and rewards has been one that is rooted in a high level of customer care. One aspect of attaining this high level is a better understanding of our customers by gathering information in the simplest way possible. Collaborating with Drop gives us one of many avenues to pursue this, and this introduction from Highline BETA shows great potential.

Derrick Fug, CEO, Drop

All in all, we leveraged our partnerships this week towards finalizing the Month 1 release of our MVP.  Whether it was UX/UI, features, or trends, our partners have played an integral part in our progress to date. Aligned with our problem statement, we now have an initial solution that will move towards rapid prototyping and validation next week. I continue to be amazed at the progress we have made and our partners are an essential part of making this happen. 

Interested in becoming a partner, please don’t hesitate to contact us

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Loyalty and Rewards Project (Week 2): Balancing Customer Empathy and Business Value

Last week marked the end of a local restaurant festival where patrons from all over the city were able to try out a myriad of new restaurant menus. It was an ideal experience for connoisseurs from all walks of life to celebrate fantastic food, but to also give feedback to chefs.

Cookhouse Lab provides a similar experience by creating an ongoing experience that incorporates customer feedback into everything we do.

In week 1, we focused our attention on defining what innovation meant for everyone and introduced our Design Thinking methodology. I shared in last week’s progress that a diverse team can drive innovation acceleration. 

We established that each week, we will invite several customer personas to the lab, to share their pain points with us in their context. Being able to interact with customers is an extremely valuable experience, as many of our members may not have this direct opportunity in their existing roles.

During week 2, we were able to uncover several insights that led to our initial problem statement.

“Insurers don’t know how to show existing customers that they care about them.”

As the foundation for our innovative “care-based” digital experience, we went through several ideation exercises to produce low fidelity prototypes that we plan to iterate throughout the coming weeks. Working alongside our in-house designer, we further refined some of the most compelling concepts into reusable resources as we trek towards the creation of our Minimum Viable Product (MVP). 

We capped off the week with an exercise using the lean startup canvas to balance creativity and innovation with business value. Surrounded by customer insight, the team debated, discussed and collaborated on completing the canvas by utilizing several Design Thinking tools and exercises. 

“Great innovation concept, I’m excited to vision and create with such a spectacular group of people.” – Tim, Cookhouse Lab Member

A substantial amount was accomplished this week! Personally, it was refreshing to experience an environment where traditional competitors can work together to improve the industry as a whole. It truly emphasizes the need for organizations to physically be “off-site”, interact with peers outside of their own surroundings and have the right support and infrastructure in place to innovate effectively. 

Up next week…MVP partnerships! 

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Loyalty & Rewards Project Progress (Week 1): Innovation Acceleration Through Diverse Collaboration

Cookhouse Lab kicked off our first Innovation Project a couple of weeks ago and it has been an amazing start! Our gourmet ingredients have been sourced from diverse countries such as Brazil, Germany, Australia and Canada, and we are well on our way towards creating a fantastic meal.  

Our first week started with defining what innovation means for project members versus what innovation means for the organization they represent. It was fascinating to see a range of perspectives, from executives who view organizational change as innovation, to technologists who view innovation as blockchain use cases. In my opinion, this was such an integral yet simple exercise, and one that all future project teams will partake in.  

After our first day, members no longer viewed themselves as part of separate organizations but rather collaborators of a new Cookhouse Lab team!

The week continued with the Design Thinking methodology as we worked towards our weekly deliverable.  With a mixture of experience and global insight, it was captivating to see how quickly and thoroughly we were able to move through each phase and iterate along the way.   

The objective of an insurance loyalty and rewards program is to create a trusted relationship between the insured and the carrier. And that’s why we decided to add a special ingredient to include Weekly Customer Touchpoint Days, which will give the team crucial consumer feedback every step along their journey towards the final Minimal Viable Product (MVP). 

Based on several Design Thinking tools and customer feedback, we created a brand-new “customer care” based digital experience for insurance companies to deliver loyalty and reward program, which is an opportunity that has been identified with insurance companies globally. 

What did I learn this first week? Diversity and co-creation dramatically increases the speed of innovation. 

“In Cookhouse Lab, we accomplished in one week what would have taken several weeks in my company!” – Felipe, Cookhouse Lab Member 

Our journey does not end here! Read the Week 2 recap of our Loyalty & Rewards project, focusing on balancing customer empathy and business value

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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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