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An insurance company in Thailand developed telematics application since 2017, but the number of its users has declined in 2018. A customer survey showed a low level of customer satisfaction and adoption due to difficulty in its usage and low perception of usefulness. Thus, this paper aims to explore the customer requirements and provide the improved version of the telematics application by using the 5D innovation development process (Discover, Define, Design, Develop, and Deploy). In the Discover Phase, the technology acceptance model (TAM) survey and a satisfaction questionnaire regarding hidden customer requirements were conducted. The project charter was used to define and summarize the steps of the management scope and the project timeframe. Quality Function Deployment (QFD) and TAM were adapted in the Design Phase, and then all concepts were developed and improved by Pugh Matrix, Weighted Sum Score and customer expectations were translated into product specifications. The Develop Process was to create the prototype demo of the application in order to verify the developing guideline before scaling up. Finally, the feedback from the testing users ensured the effective commercialization of the new version of the telematics application in the Deploy Phase. The newly developed telematics application shows a higher level of customer satisfaction from 3.01 to 4.05. Moreover, the perceived usefulness, perceived ease of use, attitude toward using, and intention to use increased by around 7.27%, 4.62%, 0.43%, 35.09%, respectively. The implication of this research was guidance impediments to overcome user satisfaction and adoption improvement of the Telematics application.
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