Storytelling 

 ​ ​ ​ ​ ​ ​ ​ ​Who​ ​Loves​ ​Paying​ ​Premiums ? 

 Challenge​ ​&​ ​Selection 

 I​ ​am​ ​a​ ​Senior​ ​Associate​ ​at​ ​a​ ​ ​top​ ​consulting​ ​firm​ ​based​ ​in​ ​Johannesburg​ ​called​ EducaSTEM   based​ ​ ​in​ ​Rivonia , Sandton . I​ ​have​ ​been​ ​asked​ ​to​ ​join​ ​as​ ​UX​ ​Designer​ ​and​ ​apply​ ​Design   Thinking​ ​on​ ​a​ ​project​ ​for​ ​an​ ​insurance​ ​company .     GetSure​ ​is​ ​one​ ​of​ ​the​ ​largest​ ​insurance​ ​companies​ ​in​ ​the​ ​South​ ​Africa​ ​ ​providing   Health , Legal​ ​&​ ​Funeral​ ​insurance.​ ​They​ ​need​ ​to​ ​understand​ ​how​ ​they​ ​can​ ​reconnect​ ​with   their​ ​customers​ ​using​ ​Storytelling .     They​ ​needed​ ​to​ ​put​ ​human - beings​ ​back​ ​into​ ​the​ ​experience​ ​of​ ​what​ ​made​ ​their​ ​customers   love​ ​GetSure​ ​in​ ​the​ ​first​ ​place.​ ​They​ ​needed​ ​to​ ​rediscover​ ​what​ ​made​ ​their​ ​customers​ ​so   attracted​ ​to​ ​their​ ​insurance​ ​offerings​ ​in​ ​the​ ​first​ ​place .     The​ ​users​ ​who​ ​used​ ​GetSure​ ​are​ ​humans​ ​who​ ​primarily​ ​come​ ​from​ ​predominantly   lower - income​ ​households​ ​whose​ ​are​ ​rich​ ​enough​ ​ ​to​ ​afford​ ​government​ ​insurance​ ​but​ ​not   rich​ ​enough​ ​to​ ​afford​ ​high - end​ ​private​ ​insurance .     The​ ​users​ ​pay​ ​a​ ​premium​ ​of​ ​R60​ ​per​ ​month​ ​on​ ​average​ ​,​ ​these​ ​are​ ​humans​ ​who​ ​are   lower - middle​ ​income​ ​in​ ​society​ ​who​ ​after​ ​settling​ ​debit​ ​orders​ ​ ​such​ ​a​ ​ ​car​ ​repayments ,   bonds​ ​ ​and​ ​school​ ​fees​ ​have​ ​next - to - nothing​ ​to​ ​pay​ ​for​ ​the​ ​R60​ ​or​ ​would​ ​rather​ ​not​ ​pay​ ​at   all ..     I​ ​have​ ​used​ ​this​ ​information​ ​together​ ​with​ ​the​ ​power​ ​of​ ​Storytelling​ ​in​ ​order​ ​for​ ​GetSure​ ​to   understand​ ​taking​ ​a​ ​human - centered​ ​approach​ ​to​ ​their​ ​insurance​ ​offerings​ ​and​ ​gain​ ​new   insights​ ​into​ ​their​ ​current​ ​product​ ​offerings . 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 

 Application 

 Imagine​ ​a​ ​35 - year - old​ ​woman​ ​named​ ​Matshepo​ ​Mathebula.​ ​She​ ​is​ ​a​ ​Senior​ ​Manager​ ​at​ ​a   Trucking​ ​Company.​ ​She​ ​is​ ​a​ ​single​ ​black​ ​mother​ ​who​ ​has​ ​four​ ​children​ ​aged​ ​ ​4,12,3​ ​and​ ​9   respectively .     Matshepo​ ​is​ ​a​ ​young , black​ ​working​ ​professional​ ​woman​ ​who​ ​typically​ ​works​ ​40hrs​ ​in​ ​a​ ​week   and​ ​her​ ​job​ ​commands​ ​a​ ​lot​ ​of​ ​her​ ​time.​ ​She​ ​cherishes​ ​familial​ ​values​ ​as​ ​she​ ​wants​ ​to​ ​be   around​ ​for​ ​the​ ​growth​ ​of​ ​her​ ​four​ ​children .     Her​ ​four​ ​children​ ​only​ ​get​ ​a​ ​chance​ ​to​ ​see​ ​her​ ​on​ ​weekends​ ​because​ ​her​ ​job​ ​requires​ ​her​ ​to   be​ ​at​ ​different​ ​trucking​ ​site​ ​across​ ​the​ ​country​ ​week - in - week​ ​out.​ ​ ​A​ ​nanny​ ​is​ ​typically​ ​used   to​ ​supervising​ ​over​ ​her​ ​four​ ​kids​ ​during​ ​the​ ​week​ ​.     She​ ​has​ ​a​ ​monthly​ ​car - payment​ ​on​ ​an​ ​entry​ ​level​ ​sedan​ ​of​ ​R5​ ​500​ ​per​ ​month,​ ​a​ ​bond   repayment​ ​of​ ​R8000​ ​per​ ​month​ ​and​ ​her​ ​total​ ​month - to - month​ ​grocery​ ​cost​ ​for​ ​her​ ​family​ ​of   about​ ​R3400​ ​per​ ​month.​ ​She​ ​earns​ ​net​ ​of​ ​tax​ ​of​ ​about​ ​R20​ ​000​ ​per​ ​month.​ ​She​ ​is​ ​left​ ​with​ ​a   mere​ ​R6500​ ​per​ ​month​ ​to​ ​“enjoy”​ ​her​ ​time​ ​with​ ​her​ ​kids.​ ​ ​The​ ​last​ ​thing​ ​on​ ​her​ ​mind​ ​is​ ​the   insurance​ ​payment​ ​of​ ​R300​ ​(R60​ ​X​ ​5)​ ​,​ ​she​ ​routinely​ ​skips​ ​it.​ ​Opting​ ​instead​ ​to​ ​let​ ​the   payments​ ​roll - over​ ​into​ ​the​ ​next​ ​month .       One​ ​day​ ​her​ ​12​ ​year​ ​old​ ​falls​ ​chronically​ ​sick​ ​at​ ​school.​ ​She​ ​has​ ​been​ ​so​ ​busy​ ​that​ ​she​ ​only   found​ ​out​ ​that​ ​her​ ​child​ ​is​ ​at​ ​a​ ​local​ ​government​ ​hospital​ ​after​ ​he​ ​had​ ​been​ ​induced​ ​in​ ​a   coma​ ​for​ ​the​ ​last​ ​3​ ​hours​ ​,​ ​rendering​ ​him​ ​almost​ ​paralyzed .      In​ ​a​ ​heightened​ ​state​ ​of​ ​panic​ ​,​ ​she​ ​remembered​ ​that​ ​she​ ​has​ ​GetSure​ ​Health​ ​Insurance​ ​that   covers​ ​her​ ​child​ ​.​ ​She​ ​phoned​ ​a​ ​GetSure​ ​consultant​ ​immediately​ ​to​ ​begin​ ​the​ ​process​ ​of   trying​ ​to​ ​save​ ​her​ ​child’s​ ​life .       Storytelling​ ​together​ ​with​ ​Storyboarding​ ​helped​ ​GetSure​ ​gain​ ​key​ ​new​ ​insights​ ​into​ ​why​ ​there   is​ ​a​ ​disconnect(see​ ​diagram​ ​below ) 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 

 Insight​ ​&​ ​Approach 

 I​ ​had​ ​previously​ ​due​ ​to​ ​the​ ​nature​ ​of​ ​my​ ​privileged​ ​economic​ ​background​ ​,​ ​never​ ​thought   about​ ​how​ ​difficult​ ​ ​and​ ​complex​ ​the​ ​social​ ​stigma​ ​around​ ​not​ ​being​ ​able​ ​to​ ​pay​ ​for​ ​your   child’s​ ​healthcare​ ​let​ ​alone​ ​a​ ​motor - vehicle​ ​insurance​ ​is​ ​heavy .      Insuring​ ​your​ ​loved​ ​ones​ ​whether​ ​it​ ​is​ ​legally,​ ​health​ ​or​ ​funeral - wise​ ​is​ ​a​ ​social - status   phenomenon​ ​amongst​ ​GetSure​ ​users​ ​themselves​ ​and​ ​humans​ ​who​ ​pay​ ​insurance​ ​in​ ​any   shape​ ​or​ ​form​ ​generally .     Design​ ​Thinking​ ​and​ ​the​ ​power​ ​of​ ​Storytelling​ ​helped​ ​the​ ​team​ ​and​ ​me​ ​personally​ ​on   GetSure​ ​to​ ​understand​ ​that​ ​simply​ ​viewing​ ​the​ ​payment​ ​as​ ​a​ ​“regular”​ ​payment​ ​and​ ​not​ ​as   an​ ​emotionally - sensitive​ ​one​ ​allowed​ ​us​ ​to​ ​open​ ​our​ ​eyes​ ​to​ ​the​ ​ ​real​ ​insightful​ ​reality .     The​ ​stigma​ ​of​ ​not​ ​being​ ​able​ ​to​ ​find​ ​a​ ​quick,​ ​simplified​ ​way​ ​to​ ​your​ ​pay​ ​your​ ​insurance   premium​ ​ ​without​ ​it​ ​coming​ ​up​ ​in​ ​conversation​ ​in​ ​difficult.​ ​Their​ ​customers​ ​never​ ​want​ ​to   appear​ ​broke​ ​as​ ​they​ ​cannot​ ​afford​ ​high - end​ ​insurance​ ​themselves .      The​ ​pain,​ ​shame​ ​and​ ​general​ ​sense​ ​of​ ​“​ ​why​ ​me​ ​God”​ ​is​ ​still​ ​so​ ​heavy​ ​that​ ​people​ ​would   rather​ ​wait​ ​to​ ​be​ ​told​ ​they​ ​are​ ​forced​ ​ ​to​ ​pay​ ​this​ ​premium​ ​rather​ ​than​ ​actually​ ​pay​ ​it​ ​on​ ​time .       Design​ ​Thinking​ ​and​ ​Storytelling​ ​has​ ​helped​ ​us​ ​to​ ​actually​ ​unlock​ ​the​ ​real​ ​problem​ ​by   realising​ ​that​ ​users​ ​in​ ​fact​ ​might​ ​be​ ​telling​ ​us​ ​that​ ​it’s​ ​not​ ​the​ ​issue​ ​of​ ​paying​ ​ ​,​ ​it’s​ ​how​ ​do​ ​we   pay​ ​discreetly​ ​without​ ​fear​ ​of​ ​shame​.       Next​ ​time,​ ​ ​in​ ​order​ ​to​ ​improve​ ​the​ ​and​ ​show​ ​how​ ​the​ ​power​ ​of​ ​Storytelling​ ​is​ ​key​ ​to​ ​not​ ​only   Design​ ​Thinking​ ​but​ ​to​ ​unlocking​ ​business​ ​innovation​ ​in​ ​the​ ​insurance​ ​industry​ ​as​ ​a​ ​whole ,   we​ ​will​ ​run​ ​a​ ​Learning​ ​Launch​ ​for​ ​GetSure​ ​ ​in​ ​order​ ​pilot​ ​whether​ ​Matshepo​ ​will​ ​in​ ​one​ ​day   save​ ​her​ ​child’s​ ​life​ ​because​ ​she​ ​paid​ ​that​ ​R60​ ​per​ ​month . 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Majid Ali, Majid Ali, Majid Ali, Majid Ali
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Storytelling 

 ​ ​ ​ ​ ​ ​ ​ ​Who​ ​Loves​ ​Paying​ ​Premiums ? 

 Challenge​ ​&​ ​Selection 

 I​ ​am​ ​a​ ​Senior​ ​Associate​ ​at​ ​a​ ​ ​top​ ​consulting​ ​firm​ ​based​ ​in​ ​Johannesburg​ ​called​ EducaSTEM   based​ ​ ​in​ ​Rivonia , Sandton . I​ ​have​ ​been​ ​asked​ ​to​ ​join​ ​as​ ​UX​ ​Designer​ ​and​ ​apply​ ​Design   Thinking​ ​on​ ​a​ ​project​ ​for​ ​an​ ​insurance​ ​company .     GetSure​ ​is​ ​one​ ​of​ ​the​ ​largest​ ​insurance​ ​companies​ ​in​ ​the​ ​South​ ​Africa​ ​ ​providing   Health , Legal​ ​&​ ​Funeral​ ​insurance.​ ​They​ ​need​ ​to​ ​understand​ ​how​ ​they​ ​can​ ​reconnect​ ​with   their​ ​customers​ ​using​ ​Storytelling .     They​ ​needed​ ​to​ ​put​ ​human - beings​ ​back​ ​into​ ​the​ ​experience​ ​of​ ​what​ ​made​ ​their​ ​customers   love​ ​GetSure​ ​in​ ​the​ ​first​ ​place.​ ​They​ ​needed​ ​to​ ​rediscover​ ​what​ ​made​ ​their​ ​customers​ ​so   attracted​ ​to​ ​their​ ​insurance​ ​offerings​ ​in​ ​the​ ​first​ ​place .     The​ ​users​ ​who​ ​used​ ​GetSure​ ​are​ ​humans​ ​who​ ​primarily​ ​come​ ​from​ ​predominantly   lower - income​ ​households​ ​whose​ ​are​ ​rich​ ​enough​ ​ ​to​ ​afford​ ​government​ ​insurance​ ​but​ ​not   rich​ ​enough​ ​to​ ​afford​ ​high - end​ ​private​ ​insurance .     The​ ​users​ ​pay​ ​a​ ​premium​ ​of​ ​R60​ ​per​ ​month​ ​on​ ​average​ ​,​ ​these​ ​are​ ​humans​ ​who​ ​are   lower - middle​ ​income​ ​in​ ​society​ ​who​ ​after​ ​settling​ ​debit​ ​orders​ ​ ​such​ ​a​ ​ ​car​ ​repayments ,   bonds​ ​ ​and​ ​school​ ​fees​ ​have​ ​next - to - nothing​ ​to​ ​pay​ ​for​ ​the​ ​R60​ ​or​ ​would​ ​rather​ ​not​ ​pay​ ​at   all ..     I​ ​have​ ​used​ ​this​ ​information​ ​together​ ​with​ ​the​ ​power​ ​of​ ​Storytelling​ ​in​ ​order​ ​for​ ​GetSure​ ​to   understand​ ​taking​ ​a​ ​human - centered​ ​approach​ ​to​ ​their​ ​insurance​ ​offerings​ ​and​ ​gain​ ​new   insights​ ​into​ ​their​ ​current​ ​product​ ​offerings . 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 

 Application 

 Imagine​ ​a​ ​35 - year - old​ ​woman​ ​named​ ​Matshepo​ ​Mathebula.​ ​She​ ​is​ ​a​ ​Senior​ ​Manager​ ​at​ ​a   Trucking​ ​Company.​ ​She​ ​is​ ​a​ ​single​ ​black​ ​mother​ ​who​ ​has​ ​four​ ​children​ ​aged​ ​ ​4,12,3​ ​and​ ​9   respectively .     Matshepo​ ​is​ ​a​ ​young , black​ ​working​ ​professional​ ​woman​ ​who​ ​typically​ ​works​ ​40hrs​ ​in​ ​a​ ​week   and​ ​her​ ​job​ ​commands​ ​a​ ​lot​ ​of​ ​her​ ​time.​ ​She​ ​cherishes​ ​familial​ ​values​ ​as​ ​she​ ​wants​ ​to​ ​be   around​ ​for​ ​the​ ​growth​ ​of​ ​her​ ​four​ ​children .     Her​ ​four​ ​children​ ​only​ ​get​ ​a​ ​chance​ ​to​ ​see​ ​her​ ​on​ ​weekends​ ​because​ ​her​ ​job​ ​requires​ ​her​ ​to   be​ ​at​ ​different​ ​trucking​ ​site​ ​across​ ​the​ ​country​ ​week - in - week​ ​out.​ ​ ​A​ ​nanny​ ​is​ ​typically​ ​used   to​ ​supervising​ ​over​ ​her​ ​four​ ​kids​ ​during​ ​the​ ​week​ ​.     She​ ​has​ ​a​ ​monthly​ ​car - payment​ ​on​ ​an​ ​entry​ ​level​ ​sedan​ ​of​ ​R5​ ​500​ ​per​ ​month,​ ​a​ ​bond   repayment​ ​of​ ​R8000​ ​per​ ​month​ ​and​ ​her​ ​total​ ​month - to - month​ ​grocery​ ​cost​ ​for​ ​her​ ​family​ ​of   about​ ​R3400​ ​per​ ​month.​ ​She​ ​earns​ ​net​ ​of​ ​tax​ ​of​ ​about​ ​R20​ ​000​ ​per​ ​month.​ ​She​ ​is​ ​left​ ​with​ ​a   mere​ ​R6500​ ​per​ ​month​ ​to​ ​“enjoy”​ ​her​ ​time​ ​with​ ​her​ ​kids.​ ​ ​The​ ​last​ ​thing​ ​on​ ​her​ ​mind​ ​is​ ​the   insurance​ ​payment​ ​of​ ​R300​ ​(R60​ ​X​ ​5)​ ​,​ ​she​ ​routinely​ ​skips​ ​it.​ ​Opting​ ​instead​ ​to​ ​let​ ​the   payments​ ​roll - over​ ​into​ ​the​ ​next​ ​month .       One​ ​day​ ​her​ ​12​ ​year​ ​old​ ​falls​ ​chronically​ ​sick​ ​at​ ​school.​ ​She​ ​has​ ​been​ ​so​ ​busy​ ​that​ ​she​ ​only   found​ ​out​ ​that​ ​her​ ​child​ ​is​ ​at​ ​a​ ​local​ ​government​ ​hospital​ ​after​ ​he​ ​had​ ​been​ ​induced​ ​in​ ​a   coma​ ​for​ ​the​ ​last​ ​3​ ​hours​ ​,​ ​rendering​ ​him​ ​almost​ ​paralyzed .      In​ ​a​ ​heightened​ ​state​ ​of​ ​panic​ ​,​ ​she​ ​remembered​ ​that​ ​she​ ​has​ ​GetSure​ ​Health​ ​Insurance​ ​that   covers​ ​her​ ​child​ ​.​ ​She​ ​phoned​ ​a​ ​GetSure​ ​consultant​ ​immediately​ ​to​ ​begin​ ​the​ ​process​ ​of   trying​ ​to​ ​save​ ​her​ ​child’s​ ​life .       Storytelling​ ​together​ ​with​ ​Storyboarding​ ​helped​ ​GetSure​ ​gain​ ​key​ ​new​ ​insights​ ​into​ ​why​ ​there   is​ ​a​ ​disconnect(see​ ​diagram​ ​below ) 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation 

 Insight​ ​&​ ​Approach 

 I​ ​had​ ​previously​ ​due​ ​to​ ​the​ ​nature​ ​of​ ​my​ ​privileged​ ​economic​ ​background​ ​,​ ​never​ ​thought   about​ ​how​ ​difficult​ ​ ​and​ ​complex​ ​the​ ​social​ ​stigma​ ​around​ ​not​ ​being​ ​able​ ​to​ ​pay​ ​for​ ​your   child’s​ ​healthcare​ ​let​ ​alone​ ​a​ ​motor - vehicle​ ​insurance​ ​is​ ​heavy .      Insuring​ ​your​ ​loved​ ​ones​ ​whether​ ​it​ ​is​ ​legally,​ ​health​ ​or​ ​funeral - wise​ ​is​ ​a​ ​social - status   phenomenon​ ​amongst​ ​GetSure​ ​users​ ​themselves​ ​and​ ​humans​ ​who​ ​pay​ ​insurance​ ​in​ ​any   shape​ ​or​ ​form​ ​generally .     Design​ ​Thinking​ ​and​ ​the​ ​power​ ​of​ ​Storytelling​ ​helped​ ​the​ ​team​ ​and​ ​me​ ​personally​ ​on   GetSure​ ​to​ ​understand​ ​that​ ​simply​ ​viewing​ ​the​ ​payment​ ​as​ ​a​ ​“regular”​ ​payment​ ​and​ ​not​ ​as   an​ ​emotionally - sensitive​ ​one​ ​allowed​ ​us​ ​to​ ​open​ ​our​ ​eyes​ ​to​ ​the​ ​ ​real​ ​insightful​ ​reality .     The​ ​stigma​ ​of​ ​not​ ​being​ ​able​ ​to​ ​find​ ​a​ ​quick,​ ​simplified​ ​way​ ​to​ ​your​ ​pay​ ​your​ ​insurance   premium​ ​ ​without​ ​it​ ​coming​ ​up​ ​in​ ​conversation​ ​in​ ​difficult.​ ​Their​ ​customers​ ​never​ ​want​ ​to   appear​ ​broke​ ​as​ ​they​ ​cannot​ ​afford​ ​high - end​ ​insurance​ ​themselves .      The​ ​pain,​ ​shame​ ​and​ ​general​ ​sense​ ​of​ ​“​ ​why​ ​me​ ​God”​ ​is​ ​still​ ​so​ ​heavy​ ​that​ ​people​ ​would   rather​ ​wait​ ​to​ ​be​ ​told​ ​they​ ​are​ ​forced​ ​ ​to​ ​pay​ ​this​ ​premium​ ​rather​ ​than​ ​actually​ ​pay​ ​it​ ​on​ ​time .       Design​ ​Thinking​ ​and​ ​Storytelling​ ​has​ ​helped​ ​us​ ​to​ ​actually​ ​unlock​ ​the​ ​real​ ​problem​ ​by   realising​ ​that​ ​users​ ​in​ ​fact​ ​might​ ​be​ ​telling​ ​us​ ​that​ ​it’s​ ​not​ ​the​ ​issue​ ​of​ ​paying​ ​ ​,​ ​it’s​ ​how​ ​do​ ​we   pay​ ​discreetly​ ​without​ ​fear​ ​of​ ​shame​.       Next​ ​time,​ ​ ​in​ ​order​ ​to​ ​improve​ ​the​ ​and​ ​show​ ​how​ ​the​ ​power​ ​of​ ​Storytelling​ ​is​ ​key​ ​to​ ​not​ ​only   Design​ ​Thinking​ ​but​ ​to​ ​unlocking​ ​business​ ​innovation​ ​in​ ​the​ ​insurance​ ​industry​ ​as​ ​a​ ​whole ,   we​ ​will​ ​run​ ​a​ ​Learning​ ​Launch​ ​for​ ​GetSure​ ​ ​in​ ​order​ ​pilot​ ​whether​ ​Matshepo​ ​will​ ​in​ ​one​ ​day   save​ ​her​ ​child’s​ ​life​ ​because​ ​she​ ​paid​ ​that​ ​R60​ ​per​ ​month . 

 Majid Ali   Submission​ ​for​ ​Design​ ​Thinking​ ​For​ ​Innovation
### Output: 