University of Oulu

M. Persson, C. Grundstrom & K. Väyrynen: A case for participatory practices in the digital transformation of insurance. 31ST BLED ECONFERENCE: DIGITAL TRANSFORMATION: MEETING THE CHALLENGES JUNE 17–20, 2018, BLED, SLOVENIA, CONFERENCE PROCEEDINGS.

A case for participatory practices in the digital transformation of insurance

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Author: Persson, Michael1; Grundstrom, Casandra2; Väyrynen, Karin2
Organizations: 1University of Oulu, Information Processing Science, Tietotalo, Linnanmaan campus, Finland
2Researcher, University of Oulu, Information Processing Science, Tietotalo, Linnanmaan campus, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.4 MB)
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Language: English
Published: University of Maribor Press, 2018
Publish Date: 2018-08-29


Digital transformation, or digitalization, is a near-ubiquitous concept in the contemporary insurance business ecosystem, and describes the work towards change that is carried out in insurance organizations towards novel, digitally empowered practices, services, and management structures. Large-scale studies have identified key factors for successful digital transformation as, among others, customer experience, digital development, and changing business processes. This case study investigates a customer-owned Finnish insurance company that currently resides in the nascent stages of such a transformation. Through a set of 13 interviews with 10 service developers and managers, we set out to understand and evaluate their current digital development practices, based from the perspectives of participatory design, towards informing marketing research. Our findings indicate that while there exists a general understanding of the value of user involvement in the design process, participatory design practices see limited implementation, and there is an apparent disparity between the customer-centric organizational culture and the development practices that it should inform. We suggest work to be put towards the creation of models for evaluating digital transformation, and towards aligning the management of the digital transformation process with a participatory mindset.

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ISBN Print: 978-961-286-170-4
Pages: 429 - 440
DOI: 10.18690/978-961-286-170-4.29
Host publication: 31st Bled eConference: Digital Transformation : Meeting the challenges. June 17-20, 2018 Bled, Slovenia, Conference Proceedings
Host publication editor: Pucihar, Andreja
Kljajić Borštnar, Mirjana
Ravesteijn, Pascal
Seitz, Juergen
Bons, Roger
Conference: Bled eConference
Type of Publication: A4 Article in conference proceedings
Field of Science: 113 Computer and information sciences
Funding: The authors want to acknowledge the support and collaboration of Alpha throughout this research process, and the financial support of the European Union's Horizon 2020 research and innovation programme - Marie Sklodowska-Curie Actions Grant Agreement No. 676201 - CHESS - Connected Health Early Stage Researcher Support System.
EU Grant Number: (676201) CHESS - Connected Health Early Stage Researcher Support System
Copyright information: © 2018 University of Maribor Press. Published in this repository with the kind permission of the publisher.