How do you move beyond autonomous vehicle pilots and experiments to launch a global product with a 20 year product roadmap? In this presentation you’ll learn about strategic planning process and execution behind launching the world’s first global autonomous vehicles insurance product launch by AXA in 2018. It also offers a considered retrospective and first-hand advice to those pursuing similar business goals. For experience strategist and product designers

1. Turning ideas into businesses at speed
How we launched an autonomous insurance
product in three months
Tim Loo, Foolproof
U X S T R A T 2 0 1 9

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A brief introduction

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One of the biggest financial services
company in the world
105M
clients
61
countries
171,000
employees

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AXA XL is the global specialty
insurance arm of AXA
big
risks
unusual
risks
difficult
risks

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autonomous vehicle insurance

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autonomous vehicle insurance
What do we mean by this?

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TODAY 10ish years? 20ish years? 30ish years?5ish years?
No automation
The driver is in
complete control of
the vehicle at all times
Driver assistance
The vehicle can assist
the driver or take
control of either the
vehicle’s speed,
through cruise control,
or it’s lane position,
through lane guidance
Occasional
self-driving
The vehicle can take
control of both the
vehicle’s speed and
lane position in some
situations, for
example on limited-
access motorways
Limited
self-driving
The vehicle is in full
control in some
situations, monitors
the road and traffic,
and will inform the
driver when he or she
must take control.
Full self-driving
under certain
conditions
The vehicle is in full
control for the entire
trip in these
conditions, such as
urban ride-sharing.
Full self-driving
under all conditions
The vehicle is in full
control in all
conditions.
No steering wheel
Level 0 Level 1 Level 2 Level 3 Level 4 Level 5

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autonomous vehicle insurance
What do we mean by this?

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1688 today1774

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product? service?
insurance

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A unique opportunity
AXA XL’s exclusive partnership with one of the world’s leading autonomy
companies, Oxbotica, created a unique opportunity to be a pioneer in
understanding how insurance will evolve and the new capabilities we
need to thrive in the autonomous world.

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There had been many trials,
tests and pilots but the team
now needed to create a
launchable product.

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TODAY 10ish years 20ish years 30ish years
on the road today the messy middle fully autonomous future

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THIS IS WHAT WE DID
So we designed* a product vision & roadmap
WARMING UP &
STRETCHING OUR
IMAGINATION
REVERSE ENGINEERING
NEW BUSINESS MODELS
UNDERSTANDING
TODAY’S
ECOSYSTEM
HOW DOES MOTOR
ECOSYSTEM WORK
TODAY?
ALIGNING ON
ECOSYSTEMS OF
TOMORROW
CAN WE ENVISION
HOW THE ECOSYSTEM
WILL EVOLVE?
WHY
WHAT’S OUR
PURPOSE?
HOW DO WE WANT
TO IMPACT THIS
NEW WORLD?
HOW
OUR PRODUCT
VISION & ROADMAP
HOW DO WE
COMMUNICATE OUR
STRATEGY & PLAN?
WHO & WHAT
OUR CUSTOMERS & VALUE
PROPOSITIONS
WHO ARE OUR FUTURE
CUSTOMERS & HOW WILL WE
IMPROVE THEIR WORLD?
*3 week process including 2 day workshop

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WARMING UP & STRETCHING OUR IMAGINATION
REVERSE ENGINEERING NEW BUSINESS MODELS
the terrestrial past the messy middle the streaming present
1998-present
Unlimited DVDs
Monthly subscription
• Building a consumer brand
• Building a subscription customer base
• Build data and recommendations engine
• Establishing high margin model
2007-present
Streamlining
launched in the US
• Broadband enables streaming
movies and TV shows
• Netflix begins to commission it’s own
exclusive content, increasing definition
as speeds allow

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on the road today the messy middle fully autonomous future
…what should we do today, what
do we need to learn and what
capabilities do we need to build?
So if we want to be a leader in
the seemingly distant future…

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Mapping today’s product & service ecosystems

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Aligning around market context and trends…

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…we mapped an adoption timeline…
CLOSED
ENVIRONMENTS
(warehouses,
factories)
CONTROLLED
ENVIRONMENTS
(airports, universities,
farms)
NEW WORLD
TRANSPORT &
OWNERSHIP MODELS
(sharing, PAYG)
UNCONTROLLED
ENVIRONMENTS
(logistics,
transport)
UNCONTROLLED
ENVIRONMENTS
(government services,
utilities, defence)
3 months 3-5 years 5-10 years

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…and the relevant customers and roles
CLOSED
ENVIRONMENTS
(warehouses,
factories)
CONTROLLED
ENVIRONMENTS
(airports, universities,
farms)
NEW WORLD TRANSPORT &
OWNERSHIP MODELS
(sharing, PAYG)
UNCONTROLLED
ENVIRONMENTS
(logistics, transport)
3 months 3-5 years 5-10 years
WAREHOUSE
MANAGER
AIRPORT DECISION
MAKER
BUS
OPERATOR
NEW WORLD FLEET
MANAGER
NEW WORLD
PASSENGER/ RIDER

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Starting with customer needs…

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product
services
…we seamlessly moved from products to services

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Culminating in outcomes based visioning:
future press release
3 months 3-5 years 5-10 years

28. 28 TODAY 5-10 YEARS3-5 YEARS1-3 YEARS
PILOT/ TRIAL CLOSED
ENVIRONMENTS
(warehouses, factories)
CONTROLLED ENVIRONMENTS
(airports, universities, farms)
NEW WORLD TRANSPORT
& OWNERSHIP MODELS
(sharing, PAYG, final
mile delivery)
UNCONTROLLED ENVIRONMENTS
(logistics, transport)
A roadmap for autonomy adoption
To understand the future landscape, ecosystems
and opportunities, we mapped the adoption curve
Shared vision & language about the future

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We’d created a clear
vision and first step
The world’s first global
Comprehensive Autonomy Cover
and the establishment of AXA XL’s
Autonomy Centre of Excellence

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3 months later…

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Speed was enabled by our
clear vision and shared
sense of purpose.
Also: These things helped too…

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UNDERWRITINGDATA SCIENCE
PRODUCT MANAGER
SERVICE DESIGN CASUALITY PRICING
AUTOMOTIVE
PRACTICE
LEGAL & WORDING
REGULATORY
AFFAIRS
AUTONOMY
ENGINEERING
PARTNERSHIPS
ACTUARIAL
CLAIMS &
OPERATIONSMOTOR & LIABILITY
1. A TEAM WHO CAN LAUNCH A PRODUCT
Insist on the end to end value chain
INNOVATION
LEADERSHIP GLOBAL SPONSORSTRATEGISTANALYTICS

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GLOBAL SPONSOR
2. AN ACTIVE & ENGAGED SPONSOR
Bring your sponsor on the journey

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3. TAKE TIME TO GET ALIGNED AROUND THE STRATEGY
If you’re not aligned, don’t move on

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3. TAKE TIME TO GET ALIGNED AROUND THE STRATEGY
If you’re not aligned, don’t move on
DAY 1 9AM-2PM DAY 2 9AM-2PM DAY 2 2PM-6PMDAY 1 2PM-6PM
WARMING UP &
STRETCHING OUR
IMAGINATION
REVERSE ENGINEERING
NEW BUSINESS MODELS
UNDERSTANDING
TODAY’S
ECOSYSTEM
HOW DOES MOTOR
ECOSYSTEM WORK
TODAY?
ALIGNING ON
ECOSYSTEMS OF
TOMORROW
CAN WE ENVISION
HOW THE ECOSYSTEM
WILL EVOLVE?
WHY
WHAT’S OUR
PURPOSE?
HOW DO WE WANT
TO IMPACT THIS
NEW WORLD?
HOW
OUR PRODUCT
VISION & ROADMAP
HOW DO WE
COMMUNICATE OUR
STRATEGY & PLAN?
WHO & WHAT
OUR CUSTOMERS & VALUE
PROPOSITIONS
WHO ARE OUR FUTURE
CUSTOMERS & HOW WILL WE
IMPROVE THEIR WORLD?

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Do a practice paper before trying to
answer the actual exam question

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4. (RE)CONNECTING TO A DEEPER PURPOSE
Why we’re doing things is more important what we’re doing

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Action happens when our belief in what we
should do is greater than our fear.
As strategists we must bring our skills and
energy to evolving the mission of our
companies and how we connect to purpose.

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Thank you