Improving the value of a future-parent journal concept before its launch by an insurance provider
Our Approach
A long-term test, as close as possible to daily life
Rather than running a one-off test, Telono set up a one-month longitudinal study. Participants received the journal by post, then used it in their everyday lives. This format made it possible to observe real adoption: usage rhythm, use as a couple, sections consulted, and the moments when the journal became truly useful.
A structured research setup to track evolving needs
Each participant took part in three individual interviews: discovery, follow-up and conclusion. This cadence captured first reactions, then what changed over time: what remained useful, what was forgotten and what was missing. In total, 21 interviews informed the analysis and recommendations.
The value of a support tool is revealed over time: by identifying what future parents actually use, and what they ultimately leave aside.
A target aligned with future launch conditions
The study was conducted with 7 French-speaking insured people preparing to become parents, either pregnant women or partners. The objective was to assess the perceived value of the tool in a realistic context, with everyday constraints and the sensitivity of the topic.
A holistic evaluation, across paper and digital
The protocol covered the full experience: perception of a journal offered by an insurer, relevance of the content, language level, clarity of the sections, balance between spaces for writing and information provided, frequency of use, use alone or as a couple, and use of QR codes, including ease, interest and continuity between paper and web. Uncovered needs, as well as communication and distribution preferences, were also explored.
Operational recommendations to guide adjustments
The report consolidated a detailed analysis by journal section and resulted in an actionable recommendation plan: clarifying and reorganising content, adjusting the format, refining the order, defining the role of the digital complement, and shaping the communication and distribution model. The objective was to strengthen the perceived value of the journal while preparing a distribution approach aligned with the target audience’s expectations.
The journal’s multichannel experience works when paper provides structure and reassurance, and digital content complements it without creating a break.
Key Benefits
A complete diagnosis to secure the journal’s launch
Analysis of the content, structure, use and paper/web articulation. The value for the insurance provider: a clear view of the points to adjust before large-scale distribution.
A directly actionable improvement plan
Concrete recommendations on sections, order, format and the role of QR codes. What this changes: targeted improvements without rewriting the entire tool.
Distribution aligned with support expectations
Communication and distribution guidance to select the most relevant delivery model. What this changes: an experience that feels more appropriate, better received and useful at the right moment.
