Samsung Life Insurance Discovers 'Customer Happiness' Ideas Through Industry-Academic Collaboration

Samsung Life Insurance announced on the 28th that it is operating the 'Lifenology Lab' project, which researches wellness design.

The Lifenology Lab, combining Life and Technology, is an innovative project started by Samsung Life Insurance to find ideas that make customers' lives happier beyond insurance.

This project is being operated until early next year in collaboration with three domestic universities (Hongik University, Kookmin University, Sungkyunkwan University) and Samsung Art & Design Institute (SADI), aiming to research designs that help customers' lives. Through collaboration with students, creative and innovative ideas will be discovered in various fields such as products, user experience (UX), and fashion, and after exhibitions and evaluations, the production of actual prototypes will be considered.

On the 10th, a workshop was held at Samsung Financial Campus with about 100 students and designer mentors attending. The workshop, held under the theme "Beyond Limits, Beyond Boundaries: The Birth of New Designs Changing Everyday Life," provided students with insights to view problems from new perspectives and propose alternatives.

Seohyunbin, a student from the Department of Industrial Design at Hongik University who attended the workshop, said, "I was surprised that an insurance company is not only thinking about selling insurance but also considering the happiness of customers' lives," adding, "I will think deeply about how the creative ideas emerging from the Lifenology Lab can blend well into customer happiness."

Since the 14th, Samsung Life Insurance has been showcasing advertisements to promote the purpose of this project. The copy "Decided to become an adventure company beyond an insurance company" sensually and dynamically expresses Samsung Life Insurance's challenging image. Using colorful collages and 3D effects, it introduces the "Lifenology Lab where smart ideas that will change life unfold" and conveys the message "Life, the more you live, the happier."

Samsung Life Insurance is considering ways to make customers' lives happier in various fields beyond insurance, such as healthcare and senior living, through innovative attempts like the 'Lifenology Lab.'

A Samsung Life Insurance official said, "The Lifenology Lab is an innovative project that can bring real changes to customers' lives," and added, "We hope that the numerous ideas to be presented in the future will make customers' lives happier."