Financial services

With Zurich Santander we are challenging the traditional way to approach (potential) customers in the insurance industry: not only as mere numbers in large databases but as real people with specific needs and desires.

While financial services in general have seen many changes in the last couple of years all over the world, the insurance industry doesn’t seem to be very visible on the forefront of financial innovation, which is perhaps mostly characterized by the emerging fintech sector. The mix of organizational complexity, the diversity in distribution channels, and the association with negative life events that insurances have, make the whole insurance sector a potent candidate for human centered innovation.

Zurich Santander approached Uncommon to help transform their vision from a product centered approach to a more human centered one. Uncommon, as an agency with expertise in designing innovative solutions using a human centered design methodology, was able to construct a solid base to develop new insurance products that are better adapted to the daily realities and needs of the clients of Zurich Santander in Mexico.


Through a design sprint of several weeks we immersed ourselves in the daily context of people from different parts of Mexican society, to uncover insights into their needs for protection. Through a thorough analysis of our field study we managed to uncover and design rich qualitative profiles that reflect how one’s needs for protection and insurance change throughout life, depending on the life phase and specific living circumstances that every person finds themselves in.


  • /// Zurich Santander Mexico


  • /// Develop a qualitative segmentation of (potential) clients of Zurich Santander that allows the design of services and products that correspond better to people’s protection needs.


  • /// Dynamic persona profiles: a non-static framework that profiles people in their personal context: it is based on the life phase they find themselves in and the corresponding types of preoccupations they have. It forms a solid base to design insurances and protection that better correspond to people’s needs.