Communication

LIFE Lab.

Extra Form

Country	Chinese Taipei
Year	2021
Award	WINNER
Affiliation	Shin Kong Life Insurance Co., Ltd.
Designer	Debby
English	Meaning behind the name of LIFE Lab: LIFE Life is a long run, so there’re risks you can’t ignore. Insurance is to prepare your life against for the unpredictable future. Prepare yourself to achieve life success. Lab Open for everyone to explore. Empower customers (to understand and to be able to design life). Experiment innovation initiative. Key Principles Turn the sales-driven service model into customer-centered, helping customers learn to manage risks and design better life plans. Creating a story-based brand image, it inspires the younger generation by story telling, and thus innovate the traditional life insurance industry.
Native	人生設計所的品牌不單只是視覺的表現，更是一個故事IP(Intellectual Property) 幫助新光人壽喚起大眾對人生規劃和保險的重視。以光博士幫助每個人遠離人生風險做比喻幫助大眾建立正確的人生規劃和保險觀念。 通過整合保險服務、咖啡品牌還有活動空間，人生設計所的線下服務店更重視如何融入客戶的生活中，內部配備有互動遊戲用簡單易懂的方式啟發客戶保險的價值，還有自助服務讓客戶可以自行完成簡易的保險操作，大大的改善了客戶的信任並且提高了他們在未來回來諮詢的意願。 人生設計所的數位體驗重視效率，客戶可以簡單快速的完成像是預約服務、修改個人訊息等任務。此外還結合官方社群和網站讓客戶可以隨時知道人生設計所的最新消息。最後，人生設計+APP則是通過新光人壽和外部公共數據提供客戶清晰的保險建議和視覺化的分析結果。 人生的風險和死亡對台灣民眾來說是敏感議題，因此大眾總是以被動的態度去理解保險，特別是年輕世代有著對數位服務還有網路數據的依賴，更是對保險公司的服務有著非常負面的刻板印象。 根據新光人壽的數據，50%的客戶超過50歲，企業的永續發展還需要仰賴年輕的客群，而傳統年長的銷售和他們的人際網路並沒有辦法接觸到年輕世代，因此人生設計所目標要透過新的客戶服務和體驗翻轉傳統保險銷售的方式。 對下一代保險的願景: 1.與年輕世代建立連結與長期關係。 2.重塑保險體驗。 3.品牌更新。 4.喚起大眾對保險的意識。 5.減少社會福利制度對個人風險的負擔。
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