Groupama’s support and services entity used design thinking as part of the overhaul of a complex customer discovery journey.
During the Agile en Seine 2021 conference, an event intended for users of agile methods, Groupama Support & Services (G2S), GIE bringing together IT, logistics and purchases of the mutualist group Groupama, shared an experience of implementation design thinking for the framing of a project. Within the mutualist group, this method aimed at solving complex problems and fueling innovation, developed at Stanford University in the United States, has been applied twice, for a project on 2/3 wheel vehicles. and for the overhaul of the discovery trail for comprehensive home insurance. It is this second project that was the subject of the testimony of Amaury Massin, project manager at G2S and Johan Jidouard, IT manager at G2S.
The goal of this redesign project was to simplify a very complex course, which raised problems of understanding, in order to facilitate the daily life of the sales teams. “The intention was there, but that was not enough to launch a project,” said Johan Jidouard. Three reasons led the team to turn to design thinking to unblock the situation: on the one hand, there was a real business need to be deepened. On the other hand, the team had strong constraints in terms of planning. “We were in June and we wanted to launch the project no later than September 2021” confided the IT manager. Finally, the method had already been proven in 2020 on the 2/3 wheel project. “Design thinking met both our challenges of rapid delivery and of focusing on users,” he continued.
Johan Jidouard explained that G2S had adapted the standard design thinking process, which has five stages, in order to take into account the specificities linked to the context of Groupama. The main change consisted in adding an organizational step upstream, the process implemented having six steps …
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