Simple payment but yet challenging

1. Challenge: Describe your challenge, including all relevant information.

Our company is in financial services sector which we have our Mobile Application to serve our  customer as digital channel. The challenge is that we have the success in terms of Market  Position, Customer Satisfaction, as well as perceived as Innovator from consumer point of view  during the past few years. Within company, there’re lot of this buzzword of Design Thinking for  few years, CEO and Executives also have been emphasized that we will start with the  Customer Empathy, Agile (Build-Measure-Learn). However, those all above-mentioned are still  challenging due to the Size and Culture of Organization (2x,xxx employee and semi- bureaucratic culture) as a result of typical of Idea Generation, Benefit Realization for Approval,  then Big Launch which took long time to market.

2. Selection: In your own words, briefly describe the tool you selected (e.g., what it is and why you

selected it for your challenge -- including any appropriate video lecture references).

It’s suitable to let the team to practice “learning launch tool” on four key points which are 1)  Team always think that they are smart and have innovative and great idea to serve customer  but they never asked customer or work collaboratively with other department, it’s suitable to let  them talk to customer by using this tool. 2) To solve customer pain point without structure  thinking, even we have voice of customer via call center and social media channel both of  complaints & suggestions but we never figure out the key assumptions. If we follow the learning  launch process, we have to set Hypothesis. 3) Without the hypothesis, frequently we jump to  the solution and most of the time the development took half a year or years and high initial  investment. Then we launch feature with few hundred of customer (comparing to our portfolio of  10 million users). With the big assumption that team made during feasibility of financial, we  avoid to discuss about this failure and no one would like to improve it. To embed ‘learning  launch tool’, we aim to encourage team to test first, so it’s quicker and cheaper comparing to  our traditional way of working.

3. Application: Describe how you applied the tool you selected to your challenge (e.g., what you

did and how the tool was applied effectively or ineffectively).

I set the special mission to improve the payment UX/UI. With briefed about the process that  expect team to practice, learning launch process, by let team to start with talking to customer.  Few days later, team come back with the UX/UI design to solve customer pain point, when I  asked them to share about customer feedback, team said ‘no, not yet, we analyzed the  payment on app and found that ….blah blah. Team proposed 10 initiatives including the  development of new feature for notification of payment to customer, I told them that it’s no  approval for implementing these lists. I asked them to go talking to customer. The way to  change team is that let them do it step by step. First assignment was to put all hypothesis & key  assumptions (of course they have it based on the analysis). We identified persona of customer  (potential payment customer), then we break the assumptions into 2 groups. One set of  assumption, we need quantitative analysis so we did the questionnaire and plan to have F&F  survey (Friends & Family). The second set of assumptions, we really need to get in-depth  interview to understand our customer who use other services with us but not the payment. We  specifically would like to know about the market leader of payment, why customer using them  even they have fee but our services is free.

We also plan to develop mockup of app (before real development) to do the usability test after  getting insight from customer.

4. Insight: Describe the insight you gained from applying the tool you selected to your challenge

(e.g., how an insight affected your thinking about the challenge and about design thinking more  broadly).

During the submission of this assignment, we are still in the process of customer survey (the in- depth interview) but we completed the quantitative survey of our F&F. There are some insights  from quantitative survey saying that the search of biller is difficult, our biller search only find the  exact match. Customer tends to say ‘pay the electricity’ instead of putting the ‘state electricity  authority (which is the organization that provide electricity services)’. Which this insight, we  know that we should have use the relevant or related keyword to match the search instead of  exact match by biller name. We also learnt a lot from customer, it’s not only about survey but it’s  also the questionnaire that matter, instead of asking ‘yes/no’ question, we try to probe customer  with the why, how, and what would…it provided us more insightful information.

In addition, they are few of hypothesis and assumption that we could throw away after validating  with customer. This will give us better focus and prioritize what to implement/improve.

5. Approach: Describe what you might do differently next time -- applying the same tool you

selected or a different one -- and the reason(s) why.

With the short practice, I think team start aware of design thinking especially to talk to customer  and systematic problem solving by putting the hypothesis, assumption, and do the test. I plan to  embed this practice to talk to customer-test-learn for all cross-function teams. I found that this  exercise not only get the real insight from customer, we will have the confirmed idea, and it’s  quick. The customer survey or interview cost very little to our company. This also makes  stakeholders more satisfaction about the idea and comfortable with our financial assumption for  the investment. I’ll continue to apply this tool and expand it to larger group of people in  organization. The ‘test’ concept helps team to change mentality about ‘failure’, with the quick &  cheap test, it’s better than to get failed with high investment & longer time. I’m quite sure that if  our company apply this tool, we will have better position in the market in terms of customer  satisfaction, usage, market share increasing and more revenue generation at the end.


Simple payment but yet challenging 1 . Challenge : Describe your challenge , including all relevant information . Our company is in financial services sector which we have our Mobile Application to serve our customer as digital channel . The challenge is that we have the success in terms of Market Position , Customer Satisfaction , as well as perceived as Innovator from consumer point of view during the past few years . Within company , there ’re lot of this buzzword of Design Thinking for few years , CEO and Executives also have been emphasized that we will start with the Customer Empathy , Agile ( Build - Measure - Learn ) . However , those all above - mentioned are still challenging due to the Size and Culture of Organization ( 2x , xxx employee and semi- bureaucratic culture ) as a result of typical of Idea Generation , Benefit Realization for Approval , then Big Launch which took long time to market . 2 . Selection : In your own words , briefly describe the tool you selected ( e.g. , what it is and why you selected it for your challenge -- including any appropriate video lecture references ) . It ’s suitable to let the team to practice “ learning launch tool ” on four key points which are 1 ) Team always think that they are smart and have innovative and great idea to serve customer but they never asked customer or work collaboratively with other department , it ’s suitable to let them talk to customer by using this tool . 2 ) To solve customer pain point without structure thinking , even we have voice of customer via call center and social media channel both of complaints & suggestions but we never figure out the key assumptions . If we follow the learning launch process , we have to set Hypothesis . 3 ) Without the hypothesis , frequently we jump to the solution and most of the time the development took half a year or years and high initial investment . Then we launch feature with few hundred of customer ( comparing to our portfolio of 10 million users ) . With the big assumption that team made during feasibility of financial , we avoid to discuss about this failure and no one would like to improve it . To embed ‘ learning launch tool ’ , we aim to encourage team to test first , so it ’s quicker and cheaper comparing to our traditional way of working . 3 . Application : Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . I set the special mission to improve the payment UX / UI . With briefed about the process that expect team to practice , learning launch process , by let team to start with talking to customer . Few days later , team come back with the UX / UI design to solve customer pain point , when I asked them to share about customer feedback , team said ‘ no , not yet , we analyzed the payment on app and found that … .blah blah . Team proposed 10 initiatives including the development of new feature for notification of payment to customer , I told them that it ’s no approval for implementing these lists . I asked them to go talking to customer . The way to change team is that let them do it step by step . First assignment was to put all hypothesis & key assumptions ( of course they have it based on the analysis ) . We identified persona of customer ( potential payment customer ) , then we break the assumptions into 2 groups . One set of assumption , we need quantitative analysis so we did the questionnaire and plan to have F&F survey ( Friends & Family ) . The second set of assumptions , we really need to get in - depth interview to understand our customer who use other services with us but not the payment . We specifically would like to know about the market leader of payment , why customer using them even they have fee but our services is free . We also plan to develop mockup of app ( before real development ) to do the usability test after getting insight from customer . 4 . Insight : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . During the submission of this assignment , we are still in the process of customer survey ( the in- depth interview ) but we completed the quantitative survey of our F&F. There are some insights from quantitative survey saying that the search of biller is difficult , our biller search only find the exact match . Customer tends to say ‘ pay the electricity ’ instead of putting the ‘ state electricity authority ( which is the organization that provide electricity services ) ’ . Which this insight , we know that we should have use the relevant or related keyword to match the search instead of exact match by biller name . We also learnt a lot from customer , it ’s not only about survey but it ’s also the questionnaire that matter , instead of asking ‘ yes / no ’ question , we try to probe customer with the why , how , and what would … it provided us more insightful information . In addition , they are few of hypothesis and assumption that we could throw away after validating with customer . This will give us better focus and prioritize what to implement / improve . 5 . Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why . With the short practice , I think team start aware of design thinking especially to talk to customer and systematic problem solving by putting the hypothesis , assumption , and do the test . I plan to embed this practice to talk to customer - test - learn for all cross - function teams . I found that this exercise not only get the real insight from customer , we will have the confirmed idea , and it ’s quick . The customer survey or interview cost very little to our company . This also makes stakeholders more satisfaction about the idea and comfortable with our financial assumption for the investment . I ’ll continue to apply this tool and expand it to larger group of people in organization . The ‘ test ’ concept helps team to change mentality about ‘ failure ’ , with the quick & cheap test , it ’s better than to get failed with high investment & longer time . I ’m quite sure that if our company apply this tool , we will have better position in the market in terms of customer satisfaction , usage , market share increasing and more revenue generation at the end .