Rotman Design Challenge 2025

Rotman Design Challenge 2025

Rotman Design Challenge 2025 focused on presenting a business strategy to Intact, Canada’s largest insurance company. Based on extensive qualitative and quantitative research, the key objective was to deliver a compelling strategy that could position Intact as a more human-focused brand.

Location

University of Toronto Rotman School of Management (Toronto, Canada)

Team

3 other graduate students

My Role

Visuals for storytelling

Location

Toronto, Canada

Team

3 other graduate students

My Role

Visuals for storytelling

client

Intact insurance

Intact insurance

Story

user journey At a glance

A user journey designed for fast immersion and clear understanding.

Challenge








Result

Based on Intact Insurance’s prompt, “How might we create a new and valuable service experience for Intact customers that will surprise and delight them beyond the traditional insurance journey, while increasing engagement with the brand?”.

our goal was to develop strategies that enable the brand to approach its customers in a more human-centered way.



In response, we designed a new commercial vehicle insurance model tailored to the flexible nature of gig work and presented it to Intact representatives at Rotman Business School, where our project won first place among over 90 participants from 12 business schools.

Secondary research

gig market in canada

  • Research the growth trends within the gig economy and identify specific segments (e.g., ride-sharing, delivery, freelance creatives) to determine which align best with Intact's risk appetite and existing products.

Target setting


Gig Workers
with vehicles








This project began with the goal of helping Intact, one of Canada’s leading insurance companies, be recognized as a more human centered brand by defining a target that authentically reflects the Canadian context.

After exploring several possibilities, we focused on gig economy workers who use vehicles in their work. In Canada, the gig economy is a large and continuously growing sector shaped by the country’s economic structure and demographics. At the same time, vehicle based gig workers are closely connected to insurance in their everyday lives.

Qualitative research

User Interview

participants

8 North American Auto Insurance Policy Holders
2 Canadian Personal Insurance Policy Holders
3 Canadian Gig workers Personal Auto Insurance & Commercial Policy Holder

Key questions

  1. Do gig workers currently have auto insurance?

  2. What are the main reasons gig workers do not carry insurance?

  3. What factors influence whether they keep or switch their provider?

  4. How do gig workers define 'satisfaction' with their insurance?

Synthesis

Research Insights


Personal Auto Insurance Policy Holders


Personal Auto Insurance Policy Holders

  • Insurance is selected by price but kept through positive experience

  • Terminology causes confusion during sign up process

  • Bundling insurance is preferred due to discounts and ease of use

  • Worried about premiums rising due to accident reporting

  • Would like rewards for good driving behavior

Gig workers

Gig workers

  • Traditional insurance does not fit the flexible needs of gig workers

  • Language barriers contribute to underinsurance

  • Metric-based performance leads to higher accident risk

Gig Workers
with vehicles








This project began with the goal of helping Intact, one of Canada’s leading insurance companies, be recognized as a more human centered brand by defining a target that authentically reflects the Canadian context.

After exploring several possibilities, we focused on gig economy workers who use vehicles in their work. In Canada, the gig economy is a large and continuously growing sector shaped by the country’s economic structure and demographics. At the same time, vehicle based gig workers are closely connected to insurance in their everyday lives.

Painpoint

Insurance products fail
to match gig workers’ flexible,
on-demand work patterns.

Insurance products fail
to match gig workers’ flexible,
on-demand work patterns.


Gig economy workers who use vehicles need commercial insurance in addition to personal auto insurance to do their work. Unlike people with regular jobs, gig workers often cite the flexibility of their work as a key reason for participating in the gig economy.


Solution

human-centric
commercial insurance model

Thank you.