Presented Mar 2019 at Insurance Operations Bootcamp 2019 at Las Vegas, Four Seasons Hotel (Resource Pro) - Theme of the workshop was "How to think Like an Insurtech". - Attendees included agencies, brokers, MGAs, operations and sales executives.

1. Design Thinking Workshop
How to Think Like an Insurtech
ResourcePro Insurance Operations Boot Camp
LAS VEGAS, NEVADA – MARCH 11, 2019

2. Photos from
this workshop

3. Identify products
and services that
customers want
Workshop Goals
Build empathy and
identify consumer
challenges
Uncover patterns
where you can create
value for customers

4. Workshop
Agenda
75 minutes
1 Important Stuff 15 min
2
Pains & Gains 18 min
3
Pain Relievers &
Gain Creators
18 min
3
Ideate & Share 24 min

5. The Model We’ll Use Today
SUPER IMPORTANT STUFF

6. Gains
Pains
Gain creators
Pain relievers
Our Workshop Canvas

7. Gains
Pains
Gain creators
Pain relievers
Our Workshop Canvas

8. It has two sides
• The customer profile
helps you clarify your
customer
understanding.
• The value map helps
you describe how you
intend to create value
for that customer.
• Fit is what you achieve
by working both sides.
Create value
The set of value proposition
benefits that you design to
attract customers.
Understand
The set of customer characteristics
that you assume, observe, and
verify in the market.
Gains
Pains
Gain creators
Pain relievers

9. Take 2-minutes to draw your
canvas, one side per page.

10. 5 Basic Steps
Select
customer persona
Identify
customer pains
Identify
customer gains
Identify
pain relievers
1 2 3 4 5
Identify
gain creators
OBJECTIVE: Visualize what matters to your
customers and create solutions.
OUTCOME: Value creation that
benefits customers.

11. Personas for Today’s Exercise
IMPORTANT STUFF

12. Challenge: Support Tammy as she competes against corporate chains
Tammy is the president and owner
of a family-owned retail grocery
store called Arnold’s in Fishers,
Indiana - a suburb of Indianapolis.
• 48 years old
• married
• 3 children
• Degree in business from Indiana
University, Fort Wayne.
• Took over the family business in
2010.
Over the last several years Arnold’s
has been losing business to Trader
Joe’s, which opened less than a mile
away.
As a part of a larger plan to revamp
their business, Over the next several
months, Tammy plans to expand
their organic food and produce
sections to compete with Trader
Joe’s, and will be updating all her
store’s point of sales machines by
January of 2019.
Tammy [Arnold] Campbell

13. Challenge: Support Jason as he determines the next big move for his firm
Jason Goldstein is 44 years old and
the founder of a New York City digital
agency.
• Grew up in Long Island, New York
• Married with two kids
• Lives in Manhattan.
• Working in New York City agencies
for nearly 20 years.
Over the last six months, his agency
has undergone significant growth
with the addition of 3 new enterprise-
level clients, and they are anticipating
even greater growth in Q4 of 2018.
By the end of Q3 Jason would like to
move his company into a new office
space to accommodate their growth,
but not knowing what 2019 will look
like (will they continue to grow at the
same pace, or will they level out?),
he’s hesitant to commit to anything
long term.
Jason Goldstein

14. Ryan Lacy is 32 years old and works as
a Solutions Architect at Abitran in
Portland.
• Girlfriend of 5-years, Anne.
• Recently bought their first
townhouse.
• He and his girlfriend Anne love to
cook, run, cycle, and travel.
• Ryan and Anne have traveled to 13
countries across the globe, including
Vietnam, Chile, Japan, Egypt, and
Indonesia.
Ryan was recently promoted and feels
confident in the path his career is
taking. Three years into his job at
Abitran, this is the first time in his
career he has been at a job longer than
two years.
Ryan plans on proposing to Anne in
the next six months and sees them
getting married, having children, and
buying a house in the next 2-3 years.
As such, he is less focused on travel
right now, and more focused on
saving up money for their future
together (and buying a new road bike).
Ryan Quinn
Challenge: Guide Ryan while he plans for some significant life milestones and
builds towards substantial financial goals

15. What customers are trying to get
done in their work and their lives.
A customers job could be the tasks
they are trying to complete, the
problems they are trying to solve,
or the needs they are trying to
satisfy.
Customer
jobs
BIG IMPORTANT CONCEPT

16. Pains & Gains
ACTIVITY #1

17. Gains
Pains
The set of customer characteristics
that you assume, observe, and
verify in the market.
Understand
PAINS & GAINS
Clarify customer understanding
Pains:
Anything that annoys your customer.
Pains describe bad outcomes, risks, and
obstacles they face.
Gains:
Gains describe the outcomes customers
want to achieve or the concrete benefits
they are seeking.

18. PAINS & GAINS
Handout

19. 1. Select your persona.
2. Put a post-it-note in the Pains
box for every pain your customer
experiences or could experience
before, during, and after getting
the job done.
Here we go!

20. Take 8-minutes to come up with
some pains.
Use one sticky note per pain.

21. Gains
Pains
The set of customer characteristics
that you assume, observe, and
verify in the market.
PAINS & GAINS
Understand
Clarify customer understanding
Pains:
Anything that annoys your customer.
Pains describe bad outcomes, risks, and
obstacles they face.
Gains:
Gains describe the outcomes customers
want to achieve or the concrete benefits
they are seeking.

22. PAINS & GAINS
Handout

23. Put a post-it-note in the Gains
box for every benefit your
customer expects, desires or
would be surprised by.
Here we go!

24. Take 8-minutes to come up
with some gains.
Use one sticky note per gain.

25. Pencils down.

26. Pain Relievers & Gain Creators
ACTIVITY # 2

27. Gain creators
Pain relievers
Design
The set of value proposition
benefits that you design to
attract customers.
Create value for customers
PAIN RELIEVERS & GAIN CREATORS
Pain Relievers:
Pain relievers explicitly outline how you intend to
eliminate or reduce some of the things that annoy
your customers before, during or after they are
trying to complete a job.
Gain Creators:
Gains explicitly outline how you intend to produce
outcomes and benefits that your customer expects,
desires, or would be surprised by, including
functional utility, social gains, positive emotions
and cost savings.

28. Tips & Tricks
• You don’t need to address every pain/gain identified in
the customer profile. Focus on those that are relevant to
customers and where your products and services will
make a difference.
• End your Pain Relievers with a noun to describe an
aspect of your offering.
• Gains can be entirely independent new elements of
value that solve their pains better.

29. Handout
PAIN RELIEVERS & GAIN CREATORS

30. Put a post-it-note in the Pain
Relievers box for every benefit
your customer expects, desires or
would be surprised by.
Here we go!

31. Take 8-minutes to come up with
some pain relievers.
Use one sticky note per pain reliever.

32. Gain creators
Pain relievers
Create value
The set of value proposition
benefits that you design to
attract customers.
PAIN RELIEVERS & GAIN CREATORS
Pain Relievers:
Pain relievers explicitly outline how you intend to
eliminate or reduce some of the things that annoy
your customers before, during or after they are
trying to complete a job.
Gain Creators:
Gains explicitly outline how you intend to produce
outcomes and benefits that your customer expects,
desires, or would be surprised by, including
functional utility, social gains, positive emotions
and cost savings.
Create value for customers

33. PAIN RELIEVERS & GAIN CREATORS
Handout

34. Put a post-it-note in the
Gain Creators box for every
benefit your customer
expects, desires or would
be surprised by.
Here we go!

35. Take 8-minutes to come up with
some gain creators.
Use one sticky note per gain creator.

36. Pencils down.

37. Let’s take a quick 8-min break.

38. Ideate
ACTIVITY # 3

39. Idea Generation
Sketching and ideation exercise to
create connections, and generate as
many unique concepts as we can.
• Everyone: Grab a piece of 11x17
paper and fold it in half 3 times
• Everyone: Sketch 8 ideas in 8
minutes (Shoot for ideas over
details—blue sky is great!) Provide
any description necessary.

40. Sketch 8 ideas in 8-min.
Shoot for ideas over details, blue sky is great.

41. Show & Tell
ACTIVITY # 4

43. Share your hypotheses
SHOW & TELL
As groups share out, ask yourself:
• How does this match your own
group’s results?
• How would you iterate on the
thinking each group is presenting?
• Would you alter your ideas after
hearing what others came up with?

44. Done.

45. go.cakeandarrow.com/
human-centered-design
DOWNLOAD THE WHITEPAPER
A Guide to Human
Centered Design
Thank you
jlevine@cakeandarrow.com
joshplevine
JoshPaceLevine
Reach out anytime to chat

46. APPENDIX
In-room reference materials

48. The Value Proposition Canvas
Value Proposition Customer Segment
strategyzer.com
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
Gain Creators
Pain Relievers
Products & Services
Gains
Pains
Customer Job(s)
List all the products and services your value proposition is
built around.
Which products and services do you offer that help your
customer get either a functional, social, or emotional job
done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer
perform the roles of:
Buyer
(e.g. products and services that help customers compare of-
fers, decide, buy, take delivery of a product or service, …)
Co-creator
(e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer
(e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufac-
tured goods, face-to-face customer service), digital/virtual
(e.g. downloads, online recommendations), intangible (e.g.
copyrights, quality assurance), or financial (e.g. investment
funds, financing services).
Rank all products and services according to their
importance to your customer.
Are they crucial or trivial to your customer?
Describe how your products and services create
customer gains.
How do they create benefits your customer expects,
desires or would be surprised by, including functional utility,
social gains, positive emotions, and cost savings?
Do they…
Create savings that make your customer happy?
(e.g. in terms of time, money and effort, …)
Produce outcomes your customer expects or
that go beyond their expectations?
(e.g. better quality level, more of something, less of
something, …)
Copy or outperform current solutions that delight
your customer?
(e.g. regarding specific features, performance, quality, …)
Make your customer’s job or life easier?
(e.g. flatter learning curve, usability, accessibility, more
services, lower cost of ownership, …)
Create positive social consequences that your
customer desires?
(e.g. makes them look good, produces an increase in power,
status, …)
Do something customers are looking for?
(e.g. good design, guarantees, specific or more features, …)
Fulfill something customers are dreaming about?
(e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your
customers success and failure criteria?
(e.g. better performance, lower cost, …)
Help make adoption easier?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to
its relevance to your customer. Is it substantial or insignificant?
For each gain indicate how often it occurs.
Describe how your products and services alleviate customer
pains. How do they eliminate or reduce negative emotions,
undesired costs and situations, and risks your customer
experiences or could experience before, during, and after
getting the job done?
Do they…
Produce savings?
(e.g. in terms of time, money, or efforts, …)
Make your customers feel better?
(e.g. kills frustrations, annoyances, things that give them
a headache, …)
Fix under-performing solutions?
(e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter?
(e.g. make things easier, helping them get done, eliminate
resistance, …)
Wipe out negative social consequences your
customers encounter or fear?
(e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear?
(e.g. financial, social, technical risks, or what could go
awfully wrong, …)
Help your customers better sleep at night?
(e.g. by helping with big issues, diminishing concerns, or
eliminating worries, …)
Limit or eradicate common mistakes
customers make?
(e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions?
(e.g. lower or no upfront investment costs, flatter learning curve,
less resistance to change, …)
Rank each pain your products and services kill according
to their intensity for your customer. Is it very intense or
very light?
For each pain indicate how often it occurs. Risks your
customer experiences or could experience before, during,
and after getting the job done?
Describe the benefits your customer expects, desires or would
be surprised by. This includes functional utility, social gains,
positive emotions, and cost savings.
Which savings would make your customer happy?
(e.g. in terms of time, money and effort, …)
What outcomes does your customer expect and what
would go beyond his/her expectations?
(e.g. quality level, more of something, less of something, …)
How do current solutions delight your customer?
(e.g. specific features, performance, quality, …)
Describe negative emotions, undesired costs and situations,
and risks that your customer experiences or could experience
before, during, and after getting the job done.
What does your customer find too costly?
(e.g. takes a lot of time, costs too much money, requires
substantial efforts, …)
What makes your customer feel bad?
(e.g. frustrations, annoyances, things that give them a
headache, …)
How are current solutions under-performing
for your customer?
(e.g. lack of features, performance, malfunctioning, …)
What are the main difficulties and challenges
your customer encounters?
(e.g. understanding how things work, difficulties getting
things done, resistance, …)
What negative social consequences does your
customer encounter or fear?
(e.g. loss of face, power, trust, or status, …)
What risks does your customer fear?
(e.g. financial, social, technical risks, or what could go aw-
fully wrong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your
customer make?
(e.g. usage mistakes, …)
What barriers are keeping your customer from
adopting solutions?
(e.g. upfront investment costs, learning curve, resistance
to change, …)
Rank each pain according to the intensity it represents for
your customer.
Is it very intense or is it very light.?
For each pain indicate how often it occurs.
Describe what a specific customer segment is trying to get
done. It could be the tasks they are trying to perform and com-
plete, the problems they are trying to solve, or the needs they
are trying to satisfy.
What functional jobs are you helping your customer
get done? (e.g. perform or complete a specific task, solve a
specific problem, …)
What social jobs are you helping your customer get
done? (e.g. trying to look good, gain power or status, …)
What emotional jobs are you helping your customer
get done? (e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer
satisfy? (e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs
ancillary jobs in different roles. Describe the jobs your
customer is trying to get done as:
Buyer (e.g. trying to look good, gain power or status, …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers
dispose of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your
customer. Is it crucial or is it trivial? For each job
indicate how often it occurs.
Outline in which specific context a job
is done, because that may impose
constraints or limitations.
(e.g. while driving,
outside, …)
What would make your customer’s job or life easier?
(e.g. flatter learning curve, more services, lower cost of
ownership, …)
What positive social consequences does your
customer desire?
(e.g. makes them look good, increase in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about?
(e.g. big achievements, big reliefs, …)
How does your customer measure success
and failure?
(e.g. performance, cost, …)
What would increase the likelihood of
adopting a solution?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain according to its relevance to your customer.
Is it substantial or is it insignificant? For each gain indicate
how often it occurs.

49. Three kinds of value prop fit
• Problem-solution fit: when you have evidence that
customers care about certain pains, and gains and your
value prop addresses those.
• Product-market fit: when you have evidence that your gain
creators, and pain relievers are actually creating customer
value, and getting traction in the market
• Business model fit: when you have evidence that your
value proposition can be embedded in a profitable and
scalable business model.

50. Assess your value prop
1. Is it embedded in a great business model?
2. Does it focus on the most important jobs,
most extreme pains, and the most essential
gains?
3. Does it focus on unsatisfied jobs,
unresolved pains, and unrealized gains?
4. Does it concentrate on only a few pain
relievers and gain creators, but does those
extremely well?
5. Does it addresses functional, emotional,
and social jobs, all together?
6. Does it align with how customers measure
success?
7. Does it focus on jobs, pains or gains that a
large number of customers have or for which
a small number are willing to pay a lot of
money?
8. Does it differentiate from competition in a
meaningful way?
9. Does it out perform competition in a
meaningful way?
10. Is it difficult to copy?