Storytelling

Challenge: I work in a financial sector company in Colombia, dedicated to the financing of products  for mobility, study and mass consumption of people. One of the challenges we faced was having  business teams tired of complex and costly processes to provide product financing, resulting in  overtime work. In addition, customers dissatisfied by delays and delays in times to get their credit  and be able to buy the desired product.

Selection and Application: To start with the stage: What is it? and be able to really evaluate the  perception of the problem, we conducted 71 face-to-face interviews, of which 7 were potential  clients of ours, who were signing the documents to obtain their credit and 64 employees of our  company who sold the financial products, in different cities of Colombia. Within these interviews,  we used the Storytelling tool,they raised structured questions in order for interviewees to express  through what their feelings and sensations lived through buying and financing the product they  wanted. Empathy was generated with clients and employees, because the talk was friendly, close  and for them it was easy to remember the whole process and what they were living because they  were running it at the time.

All interviews were recorded and the   bodyityof the client and employee was analyzed, the audios  were heard several times by 5 people, so that each person in a post it was classifying the most  important ideas on a board divided into 6 quadrants as well: surprising textual phrases, conclusions,  what he does, that he feels, a group where fears, frustrations and obstacles were indicated. Finally,  desires and needs.

Subsequently, among all of us we grouped the ideas of each quadrant to gather those that looked a  lot like each other and focus the conclusions on more specific points and then join the concepts to  create various ideas, finally deepening each of the ideas so that we could get the ones that were  most surprising since they had different topics.

The tool used was very effective because things were discovered that are not so obvious when  analyzing data simply, for example: customers do not understand financial terminology, when  performing the formalities we did not suit their availability and from the beginning, the client prefers  to know what is the estimated time it takes the whole process and how the process is , if he will be  served by two or three people, if he is to move, he therefore does not like the uncertainty and lack  of knowledge about the decision he is making to borrow in a bank.

Insight: With the findings identified when listening to the stories of employees and customers, it  was identified that each region of Colombia, having a diverse culture and geographical location  required a different way of organizing the business force of the company, so 5 concepts were built  that gathered and organized a more agile and effective service for the client and the employee of  the commercial area: ones remotely, remotely, with frequent face-to-face visits and others with a  permanent presence.

Approach: In the exploration I can better research with customers and employees, and in addition  to the tool used, also add another tool such as visualization to identify more subjective behaviors  that customers and employees often do not express in words such as identifying the traits of certain  personalities that are more compatible to generate greater empathy when selling between  employee and user. In addition, more surprising solutions could have been created for the customer,

if at the time of creating the team that interpreted the stories had been composed of people with  more diverse knowledge or other disciplines, to include ideas or generate greater controversy and  uncertainty and manage to find the design criteria with a broader vision.

Also, one thing that may be better is that many ideas were totally dismissed within the research and  are ideas that could serve another time or to help solve another challenge.


Storytelling Challenge : I work in a financial sector company in Colombia , dedicated to the financing of products for mobility , study and mass consumption of people . One of the challenges we faced was having business teams tired of complex and costly processes to provide product financing , resulting in overtime work . In addition , customers dissatisfied by delays and delays in times to get their credit and be able to buy the desired product . Selection and Application : To start with the stage : What is it ? and be able to really evaluate the perception of the problem , we conducted 71 face - to - face interviews , of which 7 were potential clients of ours , who were signing the documents to obtain their credit and 64 employees of our company who sold the financial products , in different cities of Colombia . Within these interviews , we used the Storytelling tool , they raised structured questions in order for interviewees to express through what their feelings and sensations lived through buying and financing the product they wanted . Empathy was generated with clients and employees , because the talk was friendly , close and for them it was easy to remember the whole process and what they were living because they were running it at the time . All interviews were recorded and the bodyityof the client and employee was analyzed , the audios were heard several times by 5 people , so that each person in a post it was classifying the most important ideas on a board divided into 6 quadrants as well : surprising textual phrases , conclusions , what he does , that he feels , a group where fears , frustrations and obstacles were indicated . Finally , desires and needs . Subsequently , among all of us we grouped the ideas of each quadrant to gather those that looked a lot like each other and focus the conclusions on more specific points and then join the concepts to create various ideas , finally deepening each of the ideas so that we could get the ones that were most surprising since they had different topics . The tool used was very effective because things were discovered that are not so obvious when analyzing data simply , for example : customers do not understand financial terminology , when performing the formalities we did not suit their availability and from the beginning , the client prefers to know what is the estimated time it takes the whole process and how the process is , if he will be served by two or three people , if he is to move , he therefore does not like the uncertainty and lack of knowledge about the decision he is making to borrow in a bank . Insight : With the findings identified when listening to the stories of employees and customers , it was identified that each region of Colombia , having a diverse culture and geographical location required a different way of organizing the business force of the company , so 5 concepts were built that gathered and organized a more agile and effective service for the client and the employee of the commercial area : ones remotely , remotely , with frequent face - to - face visits and others with a permanent presence . Approach : In the exploration I can better research with customers and employees , and in addition to the tool used , also add another tool such as visualization to identify more subjective behaviors that customers and employees often do not express in words such as identifying the traits of certain personalities that are more compatible to generate greater empathy when selling between employee and user . In addition , more surprising solutions could have been created for the customer , if at the time of creating the team that interpreted the stories had been composed of people with more diverse knowledge or other disciplines , to include ideas or generate greater controversy and uncertainty and manage to find the design criteria with a broader vision . Also , one thing that may be better is that many ideas were totally dismissed within the research and are ideas that could serve another time or to help solve another challenge .