Human-Centric Design Thinking for Innovation

Rapidly changing technology, digital media environment and access to readily accessible information have left the consumer increasingly motivated. Customer is king — this — old adage now remains more true than ever. In order for insurance companies to succeed successfully in a competitive market environment, they must reassert their focus on building a solid, loyal client base. Insurance firms are focusing on a new set of fundamental values to redefine customer relationships in their attempt to create a solid base for business development. Smart companies invest heavily in high-impact approaches that enhance customer relationships and boost customer loyalty and retention.

The meteoric rise of the mobile and smartphone industry has truly and fundamentally changed the game — it's time to 'perform or perform.' By 2020, 80 per cent of the world's population is projected to have access to mobile telephony, and over 60 per cent will use smartphones or low-cost tablet computers. Social networking and unparalleled access to information, such as peer-to-peer reviews of goods and services, offer consumers more control, producing more educated and demanding customers. More than 50 billion connected devices are anticipated to exist globally by 2020, with phones being the main Internet interface for most people.

Such encounters form consumer preferences in all markets, and it is important to understand the importance of Human Centric in every customer relationship — at the point of the initial sale and across customer life. Market segmentation models that classify customers with the highest purchasing inclination will increase consumer loyalty as opposed to conventional distracted cross-selling "product drive" efforts.

The human-centric approach draws on the innovative talents that we all have, which are normally ignored by more traditional problem-solving methods. It relies on our ability to be intuitive and to identify patterns, to create ideas that are both emotionally meaningful and practical, and to express ourselves beyond words or symbols through means. Human-centric architecture is a practice used across sectors and industries. It is influenced by attitudes rather than demographics, takes place in natural environments versus regulated settings, and relies not on structured interviews but on interactive interaction. Ultimately, this method helps teams turn daunting tasks into the attractive segment

Design Thinking has a lot of interest but a couple of questions remain, is it time we reinvented design? Would it be a renovation of a new organization? Transformation of production firms into consultancy strategy is a fascinating idea but one that is incredibly difficult. The word "design thinkers," which is not always the case, means that designers are craftsmen and not thinkers. In conventional design firms, it is often a stretch to focus exclusively on design thinking to solve strategic issues.

Ultimately, consumers are searching for value to display clearly, showing a price range, product quality and service tailored to their needs. They enjoy purchasing more of the goods from the firms they trust. When they have made their decision and formed a partnership with an insurance company, they expect their needs to be met by the goods and services of the insurer — and through their channel of choice. In this context, we are introducing a new methodology – also called "Human-centered design thinking" – focused on having a detailed understanding of what consumer expectations are from various points of view – cognitive, psychological and behavioural. In an iterative process of experimentation, ideation, rapid prototyping and testing, design thinking will help to construct an environment that is meaningful to the individual involved, one that seamlessly blends individuals, processes and objects' physical and digital experiences. Design thinking is not as easy as integrating a collection of methods or tools; rather, it is a mentality that relies on all these components' interaction.