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In the digital era where numerous sectors completed their digital transformation, we decided to focus on the evolution of the insurance industry and evaluate the digital maturity of the main actors. Based on the findings of Capgemini researchers (2015) highlighting an unsatisfactory experience for insurance consumers, we sought to understand the source of their dissatisfaction and how to fill it.
This project-thesis is structured into two parts. The first one corresponds to the initial mission that focused on the identification of future needs of insurances’ users. The second one corresponds to the supplementary mission that aimed at elaborating a concrete solution to optimize consumers’ experience. This work corresponds to an anticipation approach and not to the response of a client’s request. 
To complete this initial mission, we conducted two different researches. Firstly, a descriptive research to highlight evolutions in the insurance industry. Secondly, an exploratory research to detect the consumers’ needs. To lead this exploratory research, which represented a substantial part of the mission, we designed a qualitative research based on the method of the “grounded theory” and we used individual face-to-face interviews. Based on the collected data, we mapped the consumer’s decision process. We also used two theoretical models – the gap model and the customer experience mapping – in order to identify the main issues faced by the consumers. The result of this mission was the definition of a vision that gives a clear direction for the actors in the insurance sector to generate an optimized experience for consumers.
Once the initial mission was completed, we decided to go further and develop a minimum viable product (MVP). Based on the different stages of the user experience methodology, we designed a new service based on the mobile technology using the service blueprint tool. To make it more concrete, we also produced a prototype. The developed solution called “InsurMe” represents a mobile application that aims at helping consumers to be aware of their insurance’s needs and help them to reduce their risk-taking by providing the necessary information at the right time and in the appropriate way. The result of this part was the MVP.
We can consider that we reached our objectives and completed our missions. Firstly, we defined a vision. Secondly, we designed a new service and the related minimum viable product. Moreover, we also thought about different recommendations to help the potential investor to launch InsurMe in the market.

Digital transformation --- Insurance industry --- Traditional insurers --- Digital maturity --- Societal changes --- Technological developments --- New generations --- Service profit-chain --- Service gap model of service quality --- Customer expectations --- Customer experience mapping --- Customer satisfaction --- Service design --- Service blueprint --- User experience methodology --- Minimum viable product --- Mobile application --- Sciences économiques & de gestion > Marketing

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With the advent of the digital in different aspects of our life, digital device such as the smartphone has risen to incorporate itself as a part of our daily life. More specifically, here, we are interested in under covering how it coexists with our habit of consumption with a commodity like an FMCG. We approach the issue by primarily focusing the concept related the smartphone and what can be done with it. Our objective for writing this thesis paper is to undercover information related to the smartphone and observe how different the habitual behaviour of the consumer evolve with the involvement of the smartphone.
This paper is organized around four main subjects related to the smartphone. First, we examine the advertising of FMCG, by looking at the traditional mass-marketing channel with paper ads and catalogue. Compared with digital marketing, which can exploit the consumer’s personal aspect and is now an important medium thanks to personal mobile devices that make them more easily targetable. 
Secondly, we look into the matter of mobile marketing, which is not limited to using ads on the smartphone of the consumer, it can be repurposed to work in modifying the consumer experience with the retailer’s stores and brands of FMCG. 
Thirdly, we go over the subject of privacy, as it a matter that started to raise more concern when we talk about the digital world, which accessible through the smartphone. As bad as it could seem, sometimes that information is something voluntary or unknowingly share by the consumer online. 
Lastly, we investigate the involvement of the smartphone in the purchasing behaviour of the consumer. To do this we take the approach of looking at the app available on his mobile devices. 
In order to conduct this explorative research, we choose to use an online survey as a means to collect data. We used an explorative approach in order to explore the Belgian market, where there is no substantial study on the subject. The result did show some change, however it involves more the implementation of a digital strategy by brand before really concerning using the smartphone as leverage. Moreover, consumers appear to still be undecided in taking a definite position on matter involving the digital and the smartphone. The habitual behaviour of FMCG is hard to change compared to other products.

CPG --- Consumer Packaged Goods --- FMCG --- Fast Moving Consumer Goods --- Mobile device --- Consumer behavior --- Smartphone --- Privacy --- Mobile marketing --- Mobile application --- Digital advertising --- Social media --- SNS --- Social interaction --- Sciences économiques & de gestion > Marketing