Game Information

Pet Insurance is an educational simulation where players take on the role of a product manager, applying concepts from product strategy, market research, and user experience design to launch a new pet insurance service. Develop your leadership and innovation skills in a realistic and challenging scenario

Pet Insurance

Pet Insurance is a simulation based on concepts from Rob Fitzpatrick's book "The Mom Test", used in design thinking workshops. The simulation offers an opportunity to apply concepts of product strategy, market research and user experience design in a realistic scenario. The player assumes the role of a product manager responsible for the launch of a new insurance product and will be guided through a series of critical decisions, from the initial product conception to the pilot launch.

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Game Creator

Ricardo Engelbert

Ricardo Engelbert is a critical thinker in digital transformation with over 25 years of experience in business administration for the information technology, internet and telecommunications industries. A consultant, researcher and professor, Ricardo has extensive experience in strategy, management, new business development, service operations and knowledge management. He is known for his work at ISE Business School and IESE Business School, where he teaches executive programs.

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Learning Objectives

  • Product Strategy: Teach players how to develop and implement an effective product strategy from conception to launch.
  • Market research: Enable players to conduct market research to identify customer needs and market opportunities.
  • User Experience Design: Enhance user experience design skills to create desirable, easy-to-use products.
  • Decision Making: Develop critical decision-making skills at all stages of product development.
  • Leadership and Team Management: Promote effective leadership and management of the development team to ensure product quality.

Related Metrics

  • Customer Satisfaction: User feedback on the usefulness and desirability of the launched pet insurance.
  • Product Quality: Assessment of the quality of the final product, including functionality, usability and innovation.
  • Process Efficiency: Average time to complete the different phases of product development, from conception to launch.
  • Market research: Effectiveness of market research conducted, measured by the accuracy of customer needs identified.
  • Team Performance: Evaluation of the development team's performance during the project.

Reach your goal

Your goal is to create a product that is clear, useful, and desirable. To do this, you must ensure that each step of the process is meticulously planned and executed. You will have to make a series of decisions, and along the way we will challenge your ability to think critically and make decisions regarding the launch of new initiatives.

Start the challenge and show your talent!

Get ready to dive into the world of product development, where your creativity, intuition, and analytical skills will be put to the test. Are you ready to take on the challenge and prove that you can be the product manager who launches the next successful service?

Welcome to the Pet Insurance Challenge!

You have been asked to take on the role of a product manager at a large national insurance company. Your challenge? Lead the development and launch of an innovative insurance service for pet owners. In this role, you will be tasked with developing, testing and launching a product that not only meets the needs of pet owners, but also stands out in a competitive market.

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