Learning Launch Reflection

Challenge

I work in a large technology company and I am a member of an agile team that working on improving processes

in ATM. Our challenge is redesign of giving a receipt after making a cash transaction. Customers are inclined to

getting a receipt, so when the receipt is not important to them they may throw it under the ground. Because of

that the area where the ATM is located gets dirty due to the receipts thrown on the ground. Within this project

not only busting the receipt costs but also provide the clean environment.

Thus, we determine the two ways of redesigning the receipt processes:

1- Removing the giving receipt offer flow in some transactions

2- Taking the customers receipt preference after login to ATM instead of end of the transaction

Selection

Our purpose is to get the truth and then the truth either confirms or dis-confirms our assumptions, so we

choose the Learning Launch tool. Learning launch is a carefully designed experiment or prototype designed to

test the key underlying value-generating assumptions of a potential new-growth initiative.

Application

For our first learning launch, we focused first option for giving receipt processes.  We determined the steps

that can be removed the giving a receipt offer flow and redesigned these steps. We made a new flow that

direct to mobile application for transaction details. Then we did production deployment for some pilot ATM’s

and tested this argument. After a few weeks later we observed that the customers declined to use mobile

application went to the branches for making their transactions and density of the branches was increasing. We

expected to increase using mobile application but we analyze that older generation (in 45 – 70 years old) was

going to branches for making their transactions.

For our second learning launch, we focused second option for giving receipt processes. This tested our

assumption that wanting to get a receipt of older generation was the main cause of our workflow challenge.

We made an innovative way for offering to not getting a receipt. We prepared a new offer page which specified

that the unnecessary use of paper causes environmental pollution and to prevent this, they can use the mobile

application instead of getting a receipt after the cash transactions. After making production deployment for

some pilot ATM’s, we analyzed the answers to new offer page. We observed that people, who are among 40 to

60 years old, answered yes to not getting receipt offer. People, who are among 60 to 70 years old, answered no

to not getting receipt offer.

Insight & Approach

By applying the learning launch tool, we identified our assumptions and tested these assumptions by

redesigning existing flows. Also, we identified the personas which we focus on while redesigning existing flows.

This study showed us the facts about how persistent older customers are in their habits. After these learning

launch applications we think that we can do same studies for all improvement areas.

