Visualization Reflection    Challenge    I work for a large bank in our technology department and support the sales business function.  In a discussion

with our Chief Operating Officer I learned that our sales staff and customers were having a poor experience with the  completion of a document required by our regulators.  A very simple document was proving to be confusing for our  customers and frustrating our sales staff due to multiple send/resends in order for it to be completed.      Selection

A cross-functional team was formed and most members were not familiar with design thinking.  I chose to use

visualization so we could fully understand the current state and create a future service blueprint.  The blueprint as an  operational tool would show the orchestration of our customers and sales staff, processes and technology and keep us  focused on the customer experience while showing how our operations would deliver that experience.    Application    We started with the creation of a current service blueprint along with personas for our two customer types.  The

personas helped to document their goals, motivations, frustrations and fears which we referred to as we created the  current service blueprint.      We then established the journey’s beginning and end points, and defined what our customers do, think and feel

while interacting with our bank and the completion of the required document.  With that completed we then focused  on:

  How the customer interacts with our bank (what channel are they using)

  What does the customer see

  What occurs behind the scenes that the customer does not see

  What applications/systems are we utilizing

  How much time elapses between each step in the process

Insight    The result of this exercise was a much clearer understanding of our own processes and how they were causing

unnecessary effort for our customers (existing and new) simply to complete a document.  The future service blueprint  outlined specific technologies our bank will introduce in order to fully digitize the customer experience.  The end result  will be a simple invitation sent via email to our customers with an embedded web link to a customer portal where they  can enter the required information by following section-level prompts, save for later, review and submit.  We also will  add an esignature ceremony so completed documents can be executed electronically.

Approach

Visualization was a great tool for keeping the team focused which meant we had more productive sessions and

arrived at a desired future state more easily.  By developing customer personas first, we had the right information up  front which made the service blueprint much easier to build.  More importantly we ended with a much better customer  experience.  The next time I am asked to solve a business problem, I’ll look at what documents exist before leveraging  visualization.  If current state process documentation exists which includes the customer experience, a different tool  such as mind mapping might be more appropriate.


Visualization Reflection Challenge I work for a large bank in our technology department and support the sales business function . In a discussion with our Chief Operating Officer I learned that our sales staff and customers were having a poor experience with the completion of a document required by our regulators . A very simple document was proving to be confusing for our customers and frustrating our sales staff due to multiple send / resends in order for it to be completed . Selection A cross - functional team was formed and most members were not familiar with design thinking . I chose to use visualization so we could fully understand the current state and create a future service blueprint . The blueprint as an operational tool would show the orchestration of our customers and sales staff , processes and technology and keep us focused on the customer experience while showing how our operations would deliver that experience . Application We started with the creation of a current service blueprint along with personas for our two customer types . The personas helped to document their goals , motivations , frustrations and fears which we referred to as we created the current service blueprint . We then established the journey ’s beginning and end points , and defined what our customers do , think and feel while interacting with our bank and the completion of the required document . With that completed we then focused on :  How the customer interacts with our bank ( what channel are they using )  What does the customer see  What occurs behind the scenes that the customer does not see  What applications / systems are we utilizing  How much time elapses between each step in the process Insight The result of this exercise was a much clearer understanding of our own processes and how they were causing unnecessary effort for our customers ( existing and new ) simply to complete a document . The future service blueprint outlined specific technologies our bank will introduce in order to fully digitize the customer experience . The end result will be a simple invitation sent via email to our customers with an embedded web link to a customer portal where they can enter the required information by following section - level prompts , save for later , review and submit . We also will add an esignature ceremony so completed documents can be executed electronically . Approach Visualization was a great tool for keeping the team focused which meant we had more productive sessions and arrived at a desired future state more easily . By developing customer personas first , we had the right information up front which made the service blueprint much easier to build . More importantly we ended with a much better customer experience . The next time I am asked to solve a business problem , I ’ll look at what documents exist before leveraging visualization . If current state process documentation exists which includes the customer experience , a different tool such as mind mapping might be more appropriate .