Design Thinking for Innovation     Assignment Paper - AL

1 | P a g e

Challenge:

I work for a Consulting and Technology Services Company that provides services to banks and we are  working with a client Bank that needed to update its Mobile Banking offering since it believed that despite  all its rich functionality, its customer were still not using the mobile banking application as effectively as  they thought they would. Customers were still relying on older and more comfortable banking channels  like Branches, ATMs and Online Banking.

A specific challenge was picked up to reduce manual effort and human intervention: Mobile Check Deposit  Feature. The challenge was to relaunch the service with enhanced features to ensure that customers  used their mobile banking feature to deposit checks instead of coming to the Branch to deposit the same  or deposit them at ATMs. This would reduce manual check processing effort and also reduce the burden  on Branch staff and push the feature to a more automated approach using the Mobile Check Deposit  Service.

Selection:

I selected the Mind Mapping Tool to understand the data that we had gathered on the customers using  Mobile Banking. I needed to understand any patterns that might exist and draw insights from the data  that we had on the service usage. We had access to data for the last 12 months on:

•  How many customers (of all the retail banking customers) used Mobile Banking  •  Customer segments by age, income and geography  •  How many had used the Check Deposit Service in Mobile Banking  •  How many had initiated but not completed the transaction  •  How many customer had successfully completed the transaction  •  What was the average number of transactions per week and month : for the Bank and per  customer

I decided to use the mind mapping tool to gather relevant information from the data we had that would  enable us to better understand the Bank’s customers and how some were successfully using this services  but more importantly why most were not using this service.

I believed this tool would help me get insights into their service usage patterns and challenges and would  enable me to establish the criteria that would enable idea generation; ideas that would then translate to  actual features resulting in service enhancements.

Application:

I followed the below process to apply the mind mapping tool:

•  Analyze the customer data that used Mobile Banking Services and specifically this services  •  Create a matrix of the customer segments so that we could actually meet customers to use the  tool.

Design Thinking for Innovation     Assignment Paper - AL

2 | P a g e

• I invited 5 customers from each segment resulting in an overall  size of 30 customers.   • We blocked a large conference room at the bank and displayed  some non-confidential facts about the service and data we had  gathered.   • My team and I then walked them through the information we  had and the various below themes to understand their challenges.  We asked them to put down their thoughts for the below areas:

�  What features of the service appealed to them and what  did not?

�  Ease of use of the check deposit feature: was the service  self-explanatory and easy to use?  �  User experience: Did the customers think the service  flow was logical with least number of steps?  �  Risks and Fears: Did the customers feel there were any  risks or have any fears on using this service?  �  Motivational feature: What would they want to make  them use this service more?  •  We gave them sticky notes to put down their thoughts in the 3 above areas. We had large white  boards where they could place their sticky notes in the relevant areas. The intent was to capture  their minds around what worked and what did not.

•  They spent about 3 hours with us through this exercise. We started to draw mind-maps based on  the inputs they provided us. We were able to group similar feedback and experiences to draw  inferences or insights.

Insight:

We got the following key insights from the inputs we gathered from the customers:

•  The age group 18-30 was the open to trying the service  •  The age group >50 years was the least open to trying the service.   •  The age group >50 liked to meet a banker or go to an ATM since they needed immediate and  physical confirmation (receipt) of the check deposit.   •  The most common reasons / challenges for not using the service were:  o Lack of confirmation / receipt  o Difficulty in taking a picture of the check   o Not sure of what to do with the actual physical check

This feedback gave us insights into key areas we needed to focus on when we designed an enhanced /  improved service. This information gave us the design criteria that the design for the new improved  service should have. We had started to get ideas around how to make the check image capturing process  easier, how to provide transaction confirmations etc.

Design Thinking for Innovation     Assignment Paper - AL

3 | P a g e

Approach:

Given our ability to successfully understand the Bank customer’s minds around their likes, dislikes,  apprehensions, fears or challenges for using the Mobile Check Deposit Service; I think we will continue to  use this Mind Mapping Tool for further assignments that need us to understand the customer’s  perspective on a particular service offered by the bank.

Given our experience in analyzing the as-is / current data, I believe we will spend less time in analyzing  current data and more time will be spent with the customers to ensure right insights are gathered. We  will use the data to create the right customer profile that needs to be brought in for the mind-mapping  exercise.

We have 3 other services that need to be studied and we believe we will continue to use the Mind- Mapping tool in the near future too.


Design Thinking for Innovation Assignment Paper - AL 1 | P a g e Challenge : I work for a Consulting and Technology Services Company that provides services to banks and we are working with a client Bank that needed to update its Mobile Banking offering since it believed that despite all its rich functionality , its customer were still not using the mobile banking application as effectively as they thought they would . Customers were still relying on older and more comfortable banking channels like Branches , ATMs and Online Banking . A specific challenge was picked up to reduce manual effort and human intervention : Mobile Check Deposit Feature . The challenge was to relaunch the service with enhanced features to ensure that customers used their mobile banking feature to deposit checks instead of coming to the Branch to deposit the same or deposit them at ATMs . This would reduce manual check processing effort and also reduce the burden on Branch staff and push the feature to a more automated approach using the Mobile Check Deposit Service . Selection : I selected the Mind Mapping Tool to understand the data that we had gathered on the customers using Mobile Banking . I needed to understand any patterns that might exist and draw insights from the data that we had on the service usage . We had access to data for the last 12 months on : • How many customers ( of all the retail banking customers ) used Mobile Banking • Customer segments by age , income and geography • How many had used the Check Deposit Service in Mobile Banking • How many had initiated but not completed the transaction • How many customer had successfully completed the transaction • What was the average number of transactions per week and month : for the Bank and per customer I decided to use the mind mapping tool to gather relevant information from the data we had that would enable us to better understand the Bank ’s customers and how some were successfully using this services but more importantly why most were not using this service . I believed this tool would help me get insights into their service usage patterns and challenges and would enable me to establish the criteria that would enable idea generation ; ideas that would then translate to actual features resulting in service enhancements . Application : I followed the below process to apply the mind mapping tool : • Analyze the customer data that used Mobile Banking Services and specifically this services • Create a matrix of the customer segments so that we could actually meet customers to use the tool . Design Thinking for Innovation Assignment Paper - AL 2 | P a g e • I invited 5 customers from each segment resulting in an overall size of 30 customers . • We blocked a large conference room at the bank and displayed some non - confidential facts about the service and data we had gathered . • My team and I then walked them through the information we had and the various below themes to understand their challenges . We asked them to put down their thoughts for the below areas : � What features of the service appealed to them and what did not ? � Ease of use of the check deposit feature : was the service self - explanatory and easy to use ? � User experience : Did the customers think the service flow was logical with least number of steps ? � Risks and Fears : Did the customers feel there were any risks or have any fears on using this service ? � Motivational feature : What would they want to make them use this service more ? • We gave them sticky notes to put down their thoughts in the 3 above areas . We had large white boards where they could place their sticky notes in the relevant areas . The intent was to capture their minds around what worked and what did not . • They spent about 3 hours with us through this exercise . We started to draw mind - maps based on the inputs they provided us . We were able to group similar feedback and experiences to draw inferences or insights . Insight : We got the following key insights from the inputs we gathered from the customers : • The age group 18 - 30 was the open to trying the service • The age group > 50 years was the least open to trying the service . • The age group > 50 liked to meet a banker or go to an ATM since they needed immediate and physical confirmation ( receipt ) of the check deposit . • The most common reasons / challenges for not using the service were : o Lack of confirmation / receipt o Difficulty in taking a picture of the check o Not sure of what to do with the actual physical check This feedback gave us insights into key areas we needed to focus on when we designed an enhanced / improved service . This information gave us the design criteria that the design for the new improved service should have . We had started to get ideas around how to make the check image capturing process easier , how to provide transaction confirmations etc . Design Thinking for Innovation Assignment Paper - AL 3 | P a g e Approach : Given our ability to successfully understand the Bank customer ’s minds around their likes , dislikes , apprehensions , fears or challenges for using the Mobile Check Deposit Service ; I think we will continue to use this Mind Mapping Tool for further assignments that need us to understand the customer ’s perspective on a particular service offered by the bank . Given our experience in analyzing the as - is / current data , I believe we will spend less time in analyzing current data and more time will be spent with the customers to ensure right insights are gathered . We will use the data to create the right customer profile that needs to be brought in for the mind - mapping exercise . We have 3 other services that need to be studied and we believe we will continue to use the Mind- Mapping tool in the near future too .