Redesigning home insurance for a greener tomorrow
C L I E N T
Nationale-Nederlanden
S E R V I C E
Service & CX Design
P R O J E C T L E N G T H
3 Months
C H A L L E N G E
Design a home insurance product that embraces net-zero repairs and inspires customers to take sustainable action, now.
S O L U T I O N
We inspired the team with net-zero frontrunners and co-created a winning sustainable feature set woven into one cohesive insurance product, validated by the market and partners of Nationale-Nederlanden.
Situation
Nationale-Nederlanden is a leading Dutch insurer with several brands. For over 175 years the company has been providing people and businesses with the insurance they need, from health to car and liability insurance.
Lately, the company affiliated with the Net-Zero Insurance Alliance that commits members to transition insurance and reinsurance underwriting portfolios to net-zero greenhouse gas (GHG) emissions by 2050. Therefore it's time for concrete action.
Challenge
A clear net zero ambition is one, but how to translate this into a compelling insurance product that resonates with customers? And how to unite stakeholders from product, marketing, compliance and claims handling around this ambition? To think outside the box, we needed collective creativity: an inspired group of thinkers and do-ers, with the ambition to carry this mission forward. We united them, facilitated a diverse set of co-creation sessions and helped them navigate towards success.
“No matter where you are in the process, we want to be your partner to help you get there.”
— Nationale-Nederlanden
B R A I N S T O R M I N G
An inspiring day at The Green Village by TU Delft
We started out at an amazing location: The Green Village at Delft University, a fieldlab for sustainable innovation. What guided the development was collective data, customer information and operational know-how. To kick-off the project we brainstormed over 100 ideas and chose 3 winners to move forward with.
From ideas to concepts with our custom canvases. Names are fictional
D E F I N I N G
Defining three pillars of action
There's a lot of buzz around the word "sustainability". Companies and organizations use it in all sorts of ways to show their path towards a better future: some well intended and well defined, others abstract and as a mere marketing instrument. We wanted to make sure that this insurance really made a difference. To get there, we asked ourselves what sustainability meant for us. We defined 3 pillars of action: (1) sustainable repairs, (2) giving insight and inspiration to provoke behavioral change of customers, and (3) insuring new risks, like fire risks from wooden constructions and solar panels
3. Insuring innovative technology solutions
2. Inspiring sustainable behaviour
1. Sustainable Repairs
C O - C R E A T I O N
Making tough choices, together
We dissected the winning concepts and extracted individual features from each, to feed a new ideation session. Together, we made feature cards, in which we sorted them into the three pillars and checked desirability, feasibility and viability of each feature.
Roadmap for feature implementation for the sustainable home insurance
F O R M I N G A T E A M
Involving experts to refine the feature set and desired experience
The features were thickened and matured involving topic experts. We checked impact of each feature on customer, price, internal feasibility and CO² impact.
V I S U A L
Prototyping and visualizing of the features
What better way to make the features easy to understand than to visualize them? By summarizing each feature in short visual scenario stories we transformed the detailed notes into illustrations, and so they came alive.
V A L I D A T I O N
Exciting! First customer confrontation
Ready to savour surprises! We confronted the visuals with a set of customers, bringing the world of sustainability, customer and insurance together. We asked the why question a lot, and got qualitative and quantitative feedback on the features and overall product vision. We acted on the feedback and simplified the product further, in order to make the product resonate with sustainability early adopters and common households in the Netherlands that have a different rhythm of going green.
O N G O I N G P R O C E S S
Defining a new normal for Nationale-Nederlanden
The result of this process is not limited to this insurance product. It has set a new way of thinking inside the insurer on sustainable repair, new technologies and it’s helping customers go green. As a matter of fact, the world of insuring combines perfectly with sustainability. Room for more!
“We, as NN, are extremely excited about your method, approach, dedication and empathy. Your understanding of our organization, mindset, and customers has helped us achieve a successful proof of concept in a complex corporate environment. Thank you for your outstanding contribution and valuable insights!”
— Henk Langstraat, Senior Product Manager at Nationale-Nederlanden
Want to collaborate, or share some ideas?