International health insurer: from a mapped-out ecosystem to a tested prototype
- Sector
- International health insurance
- Via
- Bothrs
- Year
- 2023
- Role
- Strategist, session design and facilitation
Situation
Members who travel a lot got stuck paying healthcare providers abroad. Internally there was a board paper mapping out the entire ecosystem. Everything was designed, no market chosen, nobody the owner, and nothing ever shown to a member. The ask: a workshop to lock down the pilot scope and the business case.
What I did
Two days in Madrid with seventeen people, scripted to the minute. The customer journey from the member's side, a one-year goal, three sprint questions. One decision-maker with sub-deciders per topic, so a large group still chooses. Three ideation waves down to one concept, a storyboard and a ten-screen prototype. Then usability interviews and a report with six recommendations and an MVP roadmap in four steps.
Where it stands
Four test conversations, all with the insurer's own staff, because recruiting real members on the client side did not work out. One yes, two maybes. So my first recommendation was: don't build, iterate. A follow-up sprint stopped in early 2024 when I left the agency. What I would do differently: the prioritisation round got lost to the size of the group. Prioritising is where a room says out loud what it is not going to do, and that is the part that outlives a workshop.
December 2023 to January 2024 · 2 days on site, Madrid · 17 in the room · 4 usability interviews
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