The first steps involved identifying key business needs, defining the playing field, setting the initial ambition and then defining the hypothesis to be tested.
The results of the first experiment were highlighted in Tryg’s annual report
The first experiment – Tryghedspakken – is a new advantage programme that makes it easier to buy different kinds of insurance by bundling them into packages. The project is also the key part of Tryg’s ambition of increasing the number of products per customer by 10%. The experiment was built on three principles.
Experiment principles:
- Focus on benefits
- Be agile (roles, tools and mindset)
- Work together, visually, co-located with +50% resource allocation for the core team
The introduction of these principles was rapid and represented a large change. The change involved new methods and tools, but it mainly introduced new roles and new ways of working together.
One year after initiation, the results of the first experiments found their way to Tryg’s annual report: the number of customers with more than three products had increased by 5 percentage points.
Making it work on a large scale
The experiment – Tryghedspakken – provided important input to the transformation of the whole business. Other experiments showed that we could finish our projects in half the time and at much lower costs. All of them suggested that active product ownership was a prerequisite for speed, that innovation tools could improve and shorten idea testing, that project owner leadership and availability were important to align management with the team and secure direction and focus, so all of that was also included. All in all, it gave us an appetite for more.
In the end, the transformation of Tryg consisted of eight major elements.