Scottish Widows is working with students at the Glasgow School of Art to explore and develop new ways of engaging young adults with protection insurance.
The insurer has been working with the institution’s service design programme to understand different approaches that can connect with people in their twenties.
Rowena Hector-Ayeni, product owner at Scottish Widows, said engaging younger people was an active problem that the insurer was trying to solve with this approach.
“The work that we do with Glasgow School of Art and their service design students has been really eye-opening,” she told the insurer’s Dr Marius Barnard Recognition Event.
She acknowledged that financial organisations come with a lot of bias and baggage to solving problems, but the student body was giving different responses.
“They came to us and gave us really good ideas on what was important to them,” Hector-Ayeni continued.
“They spoke to us about gamification, how we can use that in our apps and in our services.
“They spoke to us around the way we reach out to people – we tend to talk to people about the product and they want us to reach them where they are, to stop expecting customers to come to us about these products.
“We have to speak to them based on where they are in their lives. So it gave us a lot to think about,” she added.
