Much like the banking industry, the insurance industry has long been mired in tradition. Processes are rigid and the products are complex and a little confusing to consumers. Those processes, policies and procedures served the industry well in the past, but today’s consumers are a different breed.

Even with all of the customer data about when, where and how to optimally reach and ultimately engage customers, any given marketing campaign can fall flat. To many marketers, figuring out what went wrong and why people didn’t respond, can feel like the riddle of the Sphinx. It can also cause marketers to fall back on gut instinct about what sorts of campaigns have worked in the past even though what they really need to do is move forward.

It seems like everyone these days is talking about design thinking. Whether you are at a conference, in a job interview, or at a party, chances are the subject will come up.

These days it seems like every business leader has heard that design thinking is the revolutionary solution that will solve their creative woes. But many still believe it is only relevant for IT developers and product design teams.

If there’s any industry that needs creative problem-solving and design thinking in 2019, it’s financial services. The entire industry has been upended, due in large part to technology. One key crisis point is the bank branch. The whole concept of the branch needs to transform, and that’s going to require the out-of-the-box, creative ideation that design thinking strategies can provide.