Development of strategic product concepts focused on women in the insurance sector.

How to co-create a compensation and benefits plan WITH our employees.

This project is a company dedicated to providing health services to individuals and companies, offering quality and affordable medical care to its clients. It has a wide network of hospitals, clinics and medical centres distributed throughout the country, which allows it to provide comprehensive medical care to its policyholders. In addition, it has extensive experience in the sector and has expanded internationally. Its team is made up of highly qualified professionals committed to patient care. The company aims to offer personalised healthcare solutions tailored to the needs of each client. In addition, its technology and patient management processes are constantly evolving to improve the quality of its services.


In the insurance world, there is often a lack of differentiation in terms of products for women. This lack of specific attention to women’s needs and characteristics can lead to indirect discrimination and reduced accessibility to insurance services. Women may need specific health insurance to cover issues such as breast cancer, maternity, menopause and others. It may also be necessary for insurance to cover certain medical treatments or procedures that are specific to women’s needs. It is therefore important that insurance companies pay attention to the specific needs of women and offer customised products that meet their needs and protect them adequately.


How could we value the compensation and benefits that we currently How could we create products / services of differential value for women beyond what already exists in the market?


Carrying out a qualitative characterisation based on a woman’s life cycle or stages is fundamental to designing products or services that are appropriate to her specific needs. It is important to understand the different stages a woman goes through in her life, such as adolescence, adulthood, motherhood, menopause and senescence, among others, in order to design products or services that adapt to her needs in each of these stages. To do this, it is necessary to conduct qualitative research involving women of different ages and collect their experiences and needs at each of these stages. With this information, products and services can be designed that effectively meet the needs of women at each of these stages, allowing for personalised and quality care. In addition, this can improve accessibility to insurance and health care services for women, which can have a positive impact on their overall health and well-being.


Stage 0. Launching the project 

To start, the starting point has been defined, the interest groups/scenarios have been defined, the objectives to be achieved have been established and the hypotheses have been determined. To do this, we have focused on different initial typologies of women.

Women make up 60% of our customers, but there is not much differentiation between the products on offer in the market

Next, a Kickoff was carried out with the team, using the Design Thinking methodology, to initially define the main ideas based on the previous basic characterisation of the user. During the session, the Problem-Solution Hypotheses implicit in the ideas defined were identified.

Stage 1. Research – Defining needs and opportunities

One of the goals of the research has been to have actionable information about women and their relationship to health based on their life cycle. In this sense, the objectives of the research have been: 

  • Primary objective: To identify the needs of different Female Client Focus Archetypes with the intention of defining a product according to their health needs.
  • Secondary objectives: To identify / contrast relevant categories that define women’s relationship with health. 

To understand their consumption patterns and/or their relationships with brands or other actionable values when defining loyalty programmes.

Based on qualitative research, we have developed customer knowledge that has allowed us to structure a life cycle with different milestones or moments in which the needs and expectations of women are defined at each stage of their lives, with the aim of focusing future actions on them. 

Next, we contrasted the initial hypotheses with the selected stakeholders, with the aim of obtaining a qualitative perspective in an agile way. To this end, we interviewed identified profiles and, in order to contrast the vision, we also spoke to doctors.

A preliminary analysis was also carried out of company reports, documentation, blogs, etc. that were relevant to the research, including an internal benchmark on women and health.

After these samples, a descriptive quantitative panel was carried out to understand women based on hypotheses of the main study groups, with a broader character characterised by age.

To capture deep insights, in-depth interviews were conducted for each of the different Focus Archetypes of the research, supported by a quantitative contrast; and a Focus Group to further saturate the results and capture possible categories that did not emerge in the interviews and in the documentary analysis.

When synthesising and drawing conclusions, the focus was on user expectations and understanding of health, as well as best practices and options for improvement.

Stage 2. Definition of Action Areas – Scenarios

In this stage, we have delimited the areas of action by visualising the life cycle of the initial customer archetypes and determining scenarios that have allowed us to consider the possibility of establishing targeted Offering, as well as the premises for possible new ideas for improvement or opportunities that build value propositions, based on the establishment of current attributes and options to be developed.

Sessions with the work team, in which we defined specific activation scenarios. Based on these, we held a prioritisation session to draw definitive conclusions from the review of the Focus attributes, threats and real opportunities.

Stage 3. Design of the first Offering ideas

Next, we have carried out the initial design of the structuring of actions and the definition of the first materials for the understanding and explicit determination of an adequate Offering of different Value Propositions.

For this, we have carried out a generation of Offering Ideas based on the needs and opportunities detected. Afterwards, a rapid prototyping of initial solutions of the proposed concepts, in order to clearly visualise them in a communication material that fixes the concepts at a high level.

After this, we carried out an internal concept test within the company, during which feedback was collected and then applied to the preparation of a user test.

Stage 4. Co-creation of Offering with users

During this stage, ideas have been discussed with different stakeholders, mainly potential past or future users, and their feedback has been collected. In addition, the concepts have been tested with typical users to gather information on the relevance and fit to their needs/wants by conducting Focus Groups and Contrast Interviews per Focus profile. 

The feedback has served to incorporate aspects of improvement detected and problems associated with them. Based on these, we proceeded to understand the final fit of the Offering, taking into account the first impressions of the user-customer, as well as prioritising them, defining a specific line of work to be developed.

Stage 5. Iteration and detailed definition of the solution concept

In this final stage, different Products or Services and their associated Customer Journey Maps have been built at a high level. To this end, a final Offering and a low-fidelity prototype were made, incorporating what was learnt after the co-creations with users. 

The final result has materialised in a high-level service detail design. 


The basis of a good project is to identify and understand the needs and opportunities of the project, and then apply this knowledge in action strategies. 

At Thinkers we develop agile, people-centred research that helps us to understand and generate insights, through various research techniques and processes such as interviews, surveys, user panels or field visits. In this way, we can understand users’ unmet needs, expectations and concerns. 

Once we have understood the users, we analyse market trends and explore the competition, to cross-reference these insights with your organisation’s objectives and define the best opportunities in an action roadmap.

Once we have clearly determined the current challenges and understood the opportunities, we develop creative insight and ideation sessions as a team, to generate and build initial ideas. 

With these first ideas and a rapid prototyping, it is important to begin to contrast the possible solution with the stakeholders to find out if it really responds to their needs and adds value to their day-to-day lives. Based on their feedback, we evolve and adjust the ideas to achieve possible solutions to the challenge or opportunity and finish defining the way forward.

Once we have determined the solutions of value for the clients and the business, we materialise functional prototypes that develop the ideas and concepts worked on throughout the process. Always with a vision focused on the user and an original visual care that provides characterisation and distinction to the solution. 

Our goal is to create final designs that allow us to clearly visualise the final solution and to carry out testing experiments with stakeholders to assess the roadmap and investment.

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