Challenge

I work for a traditional financial organization with the department of innovation. In the last few  years, there was a new line of digital financial tools offered to our clients. The main purpose to  develop those tools was to decrease manpower and increase each user's productivity. After a  significant period of time, we noticed that the growth of the usage in the online tools is not as  anticipated. Our department was in charge of user's behavior evaluation and to develop new  strategies to increase their online activity and tools adoption.

Selection

To evaluate the usage of the online tools, we have been using a simulation lab. In order to  understand each user's behavior, we have gathered some clients and observed their behavior  under real-life conditions. The lab environment was able to answer some of the "what" questions  but failed to answer the more important "why" questions. The "what" questions are the general  usage statistics and the "why" questions are questions regarding the reasons for each parameter  value.  To answer the "why" questions we began interviewing the participants in the lab test and  hear their side of the story. This way we gather more user's feedback. Using the lab and the  interviews, enabled us to understand that the reasons for slow adoption of the online tools,  related directly to the customer's lack of confidence in the new tools, fear of not being able to use  the tools properly and from making a mistake that might cost them money.

Each customer told us a different story about his fears from new technologies and from adopting  new financial behavior and using online activities by themselves. We strongly believed that the  right course of action was to neutralize the fear of technology by telling the right story to the  users, so the storytelling tool is the natural selection for this case.

Application

In order to increase usage statistics, we felt that it was better to educate the users instead of  improving the current tools and make a slow and a gradual change in user’s behavior by  providing support each step of the way. The education process was both offline and online  training. The frontal clerk was be replaced by technical support and a Chatbots. In addition, we  have embedded inside the tools some tutorial videos, online virtual assistant, FAQ information,  and user's feedback forms for more user's interaction.

Insights

After implementing the new strategy, it took a while but an increase in online activity finally  came. After analyzing the user's feedback, from the users, we came to realize that the selected  strategy was indeed a success.

By successfully reducing the initial hesitation and urging new reluctant users to make an attempt  to use the variety of tools offered to them. Almost immediately the users came to understand  how easy and intuitive it is to use the tools and then gladly adopted the new tools. The  storytelling tool has been most useful in reducing fears and motivating to embrace new positive  thinking.

Approach

During our work, we have noticed that even that our main goal has been achieved, and the  overall usage of the digital tools have been increased, we think that it might be more helpful if  we segmented the user's more precisely, for example, by age group, occupation, level of  education etc.

To do so I think it would be best to use the mind mapping tool to define the different segments,  and how to approach them. I believe that this approach can make a better impact on user  behavior and make an even greater usage increase.


Challenge I work for a traditional financial organization with the department of innovation . In the last few years , there was a new line of digital financial tools offered to our clients . The main purpose to develop those tools was to decrease manpower and increase each user 's productivity . After a significant period of time , we noticed that the growth of the usage in the online tools is not as anticipated . Our department was in charge of user 's behavior evaluation and to develop new strategies to increase their online activity and tools adoption . Selection To evaluate the usage of the online tools , we have been using a simulation lab . In order to understand each user 's behavior , we have gathered some clients and observed their behavior under real - life conditions . The lab environment was able to answer some of the " what " questions but failed to answer the more important " why " questions . The " what " questions are the general usage statistics and the " why " questions are questions regarding the reasons for each parameter value . To answer the " why " questions we began interviewing the participants in the lab test and hear their side of the story . This way we gather more user 's feedback . Using the lab and the interviews , enabled us to understand that the reasons for slow adoption of the online tools , related directly to the customer 's lack of confidence in the new tools , fear of not being able to use the tools properly and from making a mistake that might cost them money . Each customer told us a different story about his fears from new technologies and from adopting new financial behavior and using online activities by themselves . We strongly believed that the right course of action was to neutralize the fear of technology by telling the right story to the users , so the storytelling tool is the natural selection for this case . Application In order to increase usage statistics , we felt that it was better to educate the users instead of improving the current tools and make a slow and a gradual change in user ’s behavior by providing support each step of the way . The education process was both offline and online training . The frontal clerk was be replaced by technical support and a Chatbots . In addition , we have embedded inside the tools some tutorial videos , online virtual assistant , FAQ information , and user 's feedback forms for more user 's interaction . Insights After implementing the new strategy , it took a while but an increase in online activity finally came . After analyzing the user 's feedback , from the users , we came to realize that the selected strategy was indeed a success . By successfully reducing the initial hesitation and urging new reluctant users to make an attempt to use the variety of tools offered to them . Almost immediately the users came to understand how easy and intuitive it is to use the tools and then gladly adopted the new tools . The storytelling tool has been most useful in reducing fears and motivating to embrace new positive thinking . Approach During our work , we have noticed that even that our main goal has been achieved , and the overall usage of the digital tools have been increased , we think that it might be more helpful if we segmented the user 's more precisely , for example , by age group , occupation , level of education etc . To do so I think it would be best to use the mind mapping tool to define the different segments , and how to approach them . I believe that this approach can make a better impact on user behavior and make an even greater usage increase .