Client Request
Intact Insurance challenged us to explore new ways of creating value beyond the traditional insurance journey while increasing customer engagement.
Research Goal
This project focused on identifying new opportunities for Intact Insurance to create long-term customer value beyond core insurance offerings.
Outcome
1st Place Winner, Rotman Design Challenge 2025
Drawing on insights into Canada’s changing workforce landscape, we identified a high-potential customer segment and uncovered their unique challenges through qualitative research. We then developed a tailored insurance model and digital service experience to address critical pain points and deliver greater value throughout their insurance journey.
Market Opportunity Discovery
Understanding Canada's Changing Workforce
as of 2024,
Gig market share is $37Bn CAD
22% of Canadians are gig workers (7.3M adults)
43% of them use gig work as their primary source of income (3.14M adults)
50% of full-time Gig workers do not have insurance (1.57M adults)
Key Insight
The rapid growth of gig work has created a large customer segment whose needs are poorly served by traditional insurance products.
Target Setting
Gig workers who use their personal vehicle for commercial purposes
e.g) Ride share / Food delivery / Maintenance / Housekeeping
Generative Research
What frustrations do customers face in their auto insurance experience?
What are the biggest barriers preventing gig workers from obtaining commercial auto insurance coverage?
3-1. User Interview
We examined how gig workers perceive auto insurance and navigate their flexible work routines to gain a deeper understanding of their everyday challenges. Our research focused on identifying friction points across the insurance journey, uncovering opportunities for improvement, and understanding the underlying needs and motivations behind their behaviors.
[Contribution]
20% - Interview recruiting / 30% - interview
Participants
10 interviewees
8 North American / Auto insurance holders
1 Canadian / Personal Auto insurance holders
1 Canadian / Personal & Commercial insurance holders
Data Collection
Format : In-depth interview (zoom), transcript
Synthesis : Card sorting
Key findings
Insurance is selected by price but kept through positive experience.
Terminology causes confusion during the 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.
Traditional insurance does not fit the flexible needs of gig workers.
Language barriers contribute to underinsurance.
Metric-based performance leads to higher accident risk.
User Persona - Before
[Contribution]
100% - Illustration / 30% - Persona Building
Solution
[Contribution]
100% - UI
Flexible Commercial Insurance Model
An insurance model designed for gig workers with flexibility in the centre
Get insurance for a week instead of 6months.
Easily pause your commercial insurance for your car
understand insurance in minutes in any languages
User Persona - After
[Contribution]
100% - Illustration / 30% - Persona Building
