Intact: A Case Study

Identifying the needs of the small business commercial insurance customer

Keywords: Business Transformation, Mixed Methods, B2B

 

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Background

This project was part of a large organization-wide transformation project, where Intact was reviewing internal processes, digital and manual tools and client-facing workflows.

We conducted interviews with small business owners in order to:

  • Develop a deep understanding of the small business customer.

  • Identify their needs, attitudes and behaviours.

  • Identify any pain points and/or unmet needs and prioritize opportunities for improvement.

  • Share our findings broadly across teams in the organization.

 
 

Services:

  • Strategy & UX Research

  • In-depth Interviews

  • Diary Study

  • Persona Development

  • Journey Mapping

  • Workshop Facilitation

  • Partner with Professional Recruiter

We interviewed small business customers. Some of them made physical good such a clothing and purses, others provided services in building & contracting, IT and healthcare.

We interviewed small business customers. Some of them made physical good such a clothing and purses, others provided services in building & contracting, IT and healthcare.

 

The impact

Our team’s work spread in the organization and resulted in:

  • Partnerships with teams in Process, Product, Marketing and Tech.

  • An organization-wide increased understanding of the target small business commercial insurance customer, their needs, attitudes and behaviours.

  • The stakeholder alignment workshop included key decision makers. Using the voice of the customer was effective at bringing research to light; and helped shape future budgets and projects.

  • Sharing of research practises with other design thinking teams in the organization.

 
 

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