Design Thinking for Travel Insurance Products - Ancileo
Design Thinking for Travel Insurance Products


Design thinking is a user-focused method based on empathy, testing, and iteration in order to understand the wants of customers. Through design thinking, travel insurance companies can uncover customer needs and create unique products that offer outstanding experiences. By exploring the potential of design thinking, travel insurers can create groundbreaking solutions tailored to their clients’ needs.

In this article, we will dive deeply into how to apply design thinking for travel insurers in order to gain a competitive advantage.

#1: Understand Customer Needs

In order to successfully apply design thinking for trip insurance, it’s essential to first recognize the needs and struggles of your clients. Surveys, focus groups, and personalized interviews are key techniques that can assist you in this process. Consider asking questions such as:

  • What motivates customers to purchase travel insurance?
  • What are the biggest concerns they have when traveling?
  • What do they look for in a travel insurance policy?

By taking the time to understand your customers’ needs and desires, you can develop products and services that are tailored specifically for them, thus providing an unforgettable experience.

#2: Empathize With Your Customers

Now that you have gained profound comprehension of your customers’ needs, it is time to view things through their eyes. This includes understanding the emotions, thoughts and experiences they associate with travel insurance. For instance, imagine how a customer would feel if they could not embark on an already-booked trip due to ill health or had their personal belongings stolen whilst traveling? By having empathy for those who buy from you, you unlock invaluable knowledge regarding what emotional requirements must be met—these are usually frequently invisible when relying solely upon conventional research techniques.

#3: Experiment And Test

Design thinking encourages experimentation and testing—two vital aspects of creating customer-centric travel insurance products. To come to this conclusion, you must prototype; create an initial product version and let actual users test it for feedback on what succeeds or fails. This will not only give significant insight into your product’s capabilities but also allow you to refine the design before launching it onto the market!

#4: Iterate And Improve

Finally, design thinking revolves around continuous refinement. Make sure that you constantly request feedback from your customers and use it to modify your goods and services for the better. Going through this process of looping in customer opinions can help you discover potential innovations as well as create an improved user experience over time.


By employing a design thinking approach, travel insurance companies can make products that are more tailored to suit their customers’ needs and desires. Truly understanding your customers through empathy will help you to prototype, assess, and constantly enhance the customer experience for your company’s travel insurance; making it stand out from other competitors in the market. 


IDEO. (n.d.). Design thinking. Retrieved from

Hassenzahl, M. (2010). Experience design: Technology for the right reasons. Interactions, 17(2), 44-47.

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