The Insurance Training College (ITC) has embarked on a journey to strengthen innovation in Uganda's insurance sector through the adoption of Human-Centered Design (HCD), a research methodology that places people at the centre of designing products and services. Supported by Financial Sector Deepening Uganda (FSD Uganda) and facilitated by Busaara Consultancy, the initiative seeks to equip insurance professionals with practical tools to better understand customer needs and develop solutions that respond to real-life experiences.
As part of this initiative, ITC hosted the first Human-Centered Design training workshop at Four Points by Sheraton Kampala, bringing together over 80 insurance practitioners. The workshop introduced participants to the principles of Human-Centered Design, encouraging a shift from designing products based on assumptions to creating solutions informed by customer insights.
For the insurance industry, this presents an important mindset shift: from asking "What product should we offer?" to asking "What challenges are people facing, and how can insurance help solve them?"
Moving Beyond Assumptions
Opening the workshop, ITC Deputy Principal Sylvia Kajubi emphasized that Human-Centered Design is more than a research methodology: it is a way of thinking that should influence every aspect of an organization.
She encouraged participants to replace assumptions with evidence by engaging directly with customers and using their insights to guide decision-making, emphasizing that, "from product development and pricing to claims management and digital innovation, customer insights should shape every stage of the insurance value chain."
Supporting this vision, Joseph Lutwama, Executive Director of Financial Sector Deepening Uganda (FSD Uganda), emphasized the importance of placing people at the centre of financial innovation and developing solutions that respond to real customer needs.
“The future of financial services lies in understanding the people we serve. Human-Centered Design provides organizations with the tools to move beyond assumptions and develop solutions based on real customer experiences. By supporting this initiative, FSD Uganda is committed to strengthening the capacity of industry players to create more inclusive, relevant, and impactful insurance solutions that respond to the evolving needs of Ugandans,” he highlighted.
Turning Insights into Meaningful Impact
HCD encourages insurers to look beyond policies and understand the realities that shape people's decisions, behaviours, and risks. By placing customers at the centre of innovation, organizations can develop solutions that are more relevant, inclusive, and responsive to the needs of the people they serve.
Achieving this requires organizations to view research as a strategic capability rather than a one-time activity. Continuous research provides the insights needed to identify opportunities, respond to emerging customer needs, and make informed decisions that drive innovation and improve customer experiences.
Looking Ahead
The adoption of Human-Centered Design speaks directly to ITC's mandate of enhancing professionalism and building capacity within Uganda's insurance industry. By equipping insurance professionals with practical Human-Centered Design skills, ITC is fostering a culture of innovation that places customers at the centre of decision-making and product development.
Rethinking Insurance Through Human-Centered Design