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InVision > Case Studies > Digital Transformation in Insurance: A Case Study of Nationwide
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Digital Transformation in Insurance: A Case Study of Nationwide

Applicable Industries
  • Buildings
  • Construction & Infrastructure
Applicable Functions
  • Product Research & Development
Use Cases
  • Rapid Prototyping
  • Virtual Prototyping & Product Testing
Services
  • Hardware Design & Engineering Services
The Challenge
Nationwide, a large insurance and financial services company based in Columbus, Ohio, was grappling with the challenges of digital transformation. Founded in the 1920s, the company had a long history and a well-established brand, but was struggling to meet the evolving expectations of customers who were increasingly seeking digital access to products and services. The company's leadership recognized the need to rethink their approach to product design in order to better understand and meet the needs of their customers. The challenge was to make the design process more transparent and inclusive, bringing in engineers and business partners early in the process and communicating the value of design through design thinking workshops.
About The Customer
Nationwide is a large insurance and financial services company headquartered in Columbus, Ohio. The company, which employs around 30,000 people, was founded in the 1920s and has a long history of serving customers across the United States. Nationwide is well-known for its jingle 'Nationwide is on your side,' which has been in use since the 1960s. Despite its established brand and large customer base, the company has faced challenges in adapting to the digital age and meeting the evolving expectations of its customers for digital access to products and services.
The Solution
Under the leadership of Heidi Munc, Associate VP of User Experience, Nationwide embarked on a design transformation journey. The company adopted a co-creation approach to develop a customer experience framework. This involved bringing in engineering partners into the design process as early as possible and using design thinking workshops to communicate the value of design. The UX team also adopted a centralized team structure, referred to as the 'agency model' or 'center of excellence', where all designers worked in a shared studio space. This facilitated regular discussions and feedback, fostering growth and engagement among the team members. The team also used tools like InVision for prototyping and socializing design.
Operational Impact
  • The transformation led by Heidi Munc and her team has had significant operational benefits for Nationwide. The co-creation approach to design has made the process more transparent and inclusive, fostering a culture of collaboration and shared ownership. The early involvement of engineers and business partners in the design process has helped to ensure that technical requirements are taken into account from the outset, reducing the risk of conflicts and rework later on. The use of design thinking workshops has helped to communicate the value of design across the organization, leading to greater buy-in and support for the UX team's initiatives. The centralized team structure has facilitated regular feedback and discussion, helping designers to grow in their craft and create a unified user experience across products and platforms.

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