Post on 17-Aug-2014
description
Case study „Hello bank!“ – Integrating users into on- and offline co-creation Service Experience Camp, Berlin Sep. 14th 2013 Fabian Klenk & Manuela Risch
USEEDS° user centred thinking
User centred
Creative
USEEDS° user centred thinking
What do we want to talk about?
User centered
Service
Innovation
through an off- and online co-creation workshop
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Our goal for today
Walk out with some new ideas, how you could integrate users into your innovation process.
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USEEDS° user centred thinking
Our Client
Simple Smart User taylored
à How?
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USEEDS° user centred thinking
Our leading idea:
Get together interested prospective customers,
who will be in the center of the process
to develop services
that no bank is offering so far.
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User
Centered
Service
Innovation
USEEDS° user centred thinking
First challenge:
No Hello bank! customers (so far)
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Campaign
USEEDS° user centred thinking
Second challenge:
Find or invent great services
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Design Thinking
Co-Creation
USEEDS° user centred thinking
Third challenge:
Including everyone in the process of finding an answer
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USEEDS° user centred thinking
Online and offline
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USEEDS° user centred thinking
Involve users in all stages
ask, vote and comment questions
be part of the workshop team watch live be actively involved online
rate ideas
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May
16t
h
June
21s
t
The questions The workshop The answers
June
16t
h
USEEDS° user centred thinking
May
16t
h
June
21s
t
The questions The workshop The answers
June
16t
h
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Your questions lead to the answer!
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How can banking be more inspiring?
How to manage my money easily and quickly?
How can banking become more personal?
Simplicity
Being digitally close
Gamification
USEEDS° user centred thinking
Question phase
- Involvement impossible to plan ahead - Ressources not predictable - Trolls, tricking the system
+ Phantastic input from users + Great basis for workshop + User Insights for later stages
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USEEDS° user centred thinking
May
16t
h
June
21s
t
The questions The workshop The answers
June
16t
h
USEEDS° user centred thinking
USEEDS° user centred thinking
Moderator
Information Architect
Financial Expert
Service Design Expert
Researcher UX Designer
Avatar
Users Users Product
Designer
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Workshop (in Berlin)
Online Community
Users on location
Live-stream Community- input & ideas
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User
USEEDS° user centred thinking
Users on location
- Organization time-consuming - One further factor of uncertainty
+ Active & knowledgable + New perspective every day + Visible proof for „User“-centered
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USEEDS° user centred thinking
Camera Microphone User
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USEEDS° user centred thinking
See and understand what‘s happening
- Technical challenges - Streaming restricts workshop schedule - Finding ones way into the workshop + Being very close to the workshop team + Enable online participation + Transparency and public perception
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USEEDS° user centred thinking
Camera Microphone
Connection to community
moderator
User
Best of community
(Skype) 30
Community voice
USEEDS° user centred thinking
The Chat
Bi-directional channel for the community User discussions Moderated
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Best of community
Connection to community
moderator
USEEDS° user centred thinking
Community voice in workshop
- Delayed interaction - Selection & interpretation
+ Being able to actually participate live + Live evaluation of ideas + Backup participants
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May
16t
h
June
21s
t
The questions The workshop The answers
June
16t
h
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USEEDS° user centred thinking
The Answers
- Translation of workshop idea for voting - Time slot for voting
+ Results every evening + Indication of service relevance
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USEEDS° user centred thinking
Involve users in all stages
ask, vote and comment questions
be part of the workshop team watch live be actively involved online
rate ideas
37
May
16t
h
June
21s
t
The questions The workshop The answers
June
16t
h
USEEDS° user centred thinking
User interactions
Effort / Money Effect for UCSI
Question phase *** *** Users on location * ** See what‘s happening *** ** Community voice in workshop ** *** Answers ** *(**)
USEEDS° user centred thinking
Project summary
- Pressure to quickly implement services
+ Relevant and tangible service ideas + Communicated „User-centered“-ness
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USEEDS° user centred thinking
connect with us: Fabian.Klenk@useeds.de
Manuela.Risch@useeds.de
follow us on twitter: @useeds
see project results: www.hellobank.de
info@useeds.de l www.useeds.de
© USEEDS° GmbH Friedrichstr. 209 10969 Berlin Tel.: +49 30 340 6005-0 Burchardstr. 19 20095 Hamburg Tel.: +49 40 696 669-139
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