Redefining how an insurance program thinks about the future.
Generali wanted Vitality to feel relevant in five or ten years, not only next quarter. We reframed the vision, stress-tested it with future scenarios, and lined up quick wins that could ship while the longer roadmap took shape.
A strategic approach for today and tomorrow.
We ran two tracks in parallel: design thinking on what today’s members need from Vitality, grounded in interviews and data; futures work to sketch preferable ten-year worlds and back out what that implies for the program. Remote workshops, alignments, and design reviews kept Generali in the room the whole time.
18 insights from 4 countries.
Eight remote interviews across Germany, France, Spain, and Italy surfaced eighteen themes we grouped into four buckets: content, motivation, rewards, and cross-cutting pain points.
12 future drivers pointing toward tomorrow.
Future Scanning involves understanding how society will look in five or ten years' time. Predictions are based on future drivers that combine trends and future signals related to specific research areas. Future drivers are used as input for visions and strategies, making it possible to anticipate and respond today to possible aspects of the future. We identified a total of 12 future drivers in the 3 areas of health, wellbeing and insurance.
Stories that illustrate a possible, preferable future.
Future scenarios are stories that illustrate visions of a possible and preferable future in a 5-year time span. Scenarios are not predictions but simulations based on drivers and signals identified in the present. They are used as an exploratory method, a source for new solutions, and a decision-making tool. These scenarios are the result of a co-design session with Generali Vitality main stakeholders.
A new shared vision for the Vitality Program.
The meeting between these two time horizons led us to the definition of a new and shared value proposition that will guide the program in its future evolution. Today's framing of the present and tomorrow's vision of the future combine to create a space for innovation and a new direction for the Vitality Program.
Five key moments redesigned around the user.
The value proposition led to the definition of a new experience to best meet the needs of users during the entire path with the program, taking into account the new drivers of change identified. The new experience is defined by 5 key moments: Assessment; Challenge and activities; Content & Support; Monitoring; Reward.
Specific solutions for identified areas of innovation.
By identifying areas of innovation and comparing future signals with current insights, specific solutions have been identified. These solution cards present the whole range of strategic research through a phenomenon-oriented approach. Following solution cards are the result of a co-design session with Generali Vitality main stakeholders.
A 7-step roadmap toward the new Vitality.
Definition of an implementable roadmap of actions, quick wins and initiatives to enable innovation in the context of Vitality. 7 fundamental steps have been identified for the development and improvement of the new vision, and 3 other secondary phases with less impact. Each phase contains a series of activities that need to be implemented at different stages in order to reach the new vision.
