Reﬂec%on – Mind Mapping

Challenge & Selec%on

I am currently working in one of the biggest banks in Singapore and was presented with a simple challenge.

How can the team transform our banking app to be more than just a u<lity app where people just come to

transfer money or check their account balance. This project was ini<ated as a part of our branding revamp

ini<a<ves in order to a?ract younger audience such as young professionals and millennials. It involved not

only a huge number of employees from diﬀerent departments such as business development, marke<ng,

product, legal, technology, data, and design. But also various consultancy agencies and vendors s to help us

deliver the solu<ons faster and be?er.

I picked mind-mapping as it is a great tool to expand our horizon in deﬁning what is possible op<ons and

solu<ons. Basically mind map is a visual representa<on tool that connects diﬀerent thoughts, concepts,

ideas, or even process in order for us to focus or even ﬁnd a solu<on to a par<cular problem or challenge.

Applica%on

At ﬁrst mee<ng, we tried to analyse on what is currently present within our applica<on. By doing so, we

have a clear picture of what we have and what we don’t have. Then we con<nue to deﬁne our customer

segmenta<on by crea<ng porto-persona. We also created a set of general expecta<ons, pain points, and

needs for each segmenta<on, then we created a user interview script which purpose to uncover their

experiences, ways of achieving their goals through our mobile applica<on, and things they wish existed in

the app.

Next mee<ng, we invited some of actual users to be interviewed and tested our assump<ons and see which

one was accurate. AKer that we tried to synthesise the insights and use this to see exci<ng possibili<es

using mind map. Having done it, now the team can clearly see how each insights can form a connec<on

through diﬀerent perspec<ve and eventually touching the core challenge. The mind map can be found here:

https://ingram-castro.com/tagsmain.html

Insight

By applying mind map, my team was able to iden<fy opportuni<es, ideas, and connec<ons. We could also

see how accurate our assump<ons are and how it connects with diﬀerent personas. Last but not least, we

managed to bring the same understanding, even though we all came from diﬀerent teams and

backgrounds. It also gave a sense of ownership and connec<on to each member, making the project much

more exci<ng to be done.

Approach

Now I have discovered that the one of the most valuable aspects is the shared insights and collabora<on.

And mind map is one of the tools that I would always use I the design process. Alterna<ve tools that I would

use to complement this approach is aﬃnity mapping and crazy eights exercise to quickly iden<fy areas of

opportunity and expand our explora<on.

