Design Thinking
5 CHALLENGES IN 5 WEEKS
Over a period of 5 weeks, we conducted 5 design thinking exercises using the Design Thinking Toolbox we developed. Throughout these exercises, stage and method tiles resembling a board game layout, specially crafted templates for implementing each method, instantly printed stickers, and specially designed 3D prints were employed.
Challenge
Empathy
Diagnosing
the Problem
Ideation
Prototype &
Evaluation
We have developed a Design Thinking Toolbox, tailored specifically for our project development sessions, as depicted in the photo. This comprehensive toolbox comprises cards and tiles representing the stages of the design thinking process: Challenge, Empathy, Diagnosing the Problem, Ideation, and Evaluation. Each stage incorporates a collection of methods which are actively utilized practices in our projects.
Our Toolbox consists of 17 distinct methods dedicated to the Empathy phase, 9 methods focusing on Ideation, and 6 methods aimed at Evaluation. Additionally, besides the method tiles, our toolbox includes cards where challenges and problems identified during the design thinking process are recorded. These cards, made of ready-to-use cardboard, are instantly printed via a thermal printer upon identification and placed on our board for reference during design thinking sessions.
DESIGN CHALLENGE I:
DEVELOPING A BANKING PRODUCT TO ENSURE CUSTOMER LOYALTY
Throughout design thinking, the selection of methods at each stage aims to meet the specific design challenge and provide sufficient data for the next stage. Methods are not predetermined at the start but are rather chosen progressively as the stages unfolded. Our designed Design Thinking Toolbox offers a manipulable reference board throughout the process, enabling the tracking of each stage from there and allowing for the replacement of the method in use or the addition of a new method to the stage whenever necessary.
Each design thinking exercise carried out over the 5-week period commenced with a clear and concise design challenge statement. In the initial week, we kicked off with the 'DEVELOPING A BANKING PRODUCT TO ENSURE CUSTOMER LOYALTY' challenge statement. At the outset, our focus was on identifying methods suitable for the empathy stage.
PHASE I: INVESIGATION & EMPATHY
During this stage, the team collaboratively identified a diverse set of methods from the available 17 empathy methods within the toolbox. These methods were carefully chosen to sufficiently define problems for the next stage.
For this challenge aimed at developing a banking product to ensure customer loyalty, it was decided to create Personas to gain an impression of the customer profile. Additionally, a brief survey was conducted to gather insights from bank customers and evaluated based on the Kano criteria.
Furthermore, a Benchmark study was conducted to understand the tools utilized by competitors in banking to ensure customer loyalty.
In addition to utilizing the templates we designed for implementing the methods, we created Persona visuals on Miro, printed them as stickers, and utilized them during our work sessions. Finally, we digitally organized the desk-based work on the computer and printed it to display the entire process on our wall.
PHASE II: DIAGNOSING THE PROBLEM
Three design questions were formulated based on the data acquired from the empathy phase:
1. How should the personalized customer experience be designed to ensure customer loyalty?
2. How can a continuous flow of data be provided to consistently understand customers?
3. How can existing products be transformed into a personalized experience instead of introducing new ones?"
PHASE III: IDEATION
In this stage, two methods were identified from the Ideation methodology set in the Toolbox to address the three design problems created.
An adaptation of the 6-3-5 method, which is originally designed for six individuals, was conducted in a simulation closely resembling reality, with the intensive contributions of two people. Following the application using the templates we designed, a total of 18 templates were filled with ideas developed in six stages each.
The generated ideas underwent evaluation, and those considered valuable were transferred to the second selected ideation method, the Tomorrow's Headlines technique. This approach yielded seven detailed and valuable ideas for evaluation.
Headlines presented using Tomorrow's Headlines method are as follows:
-
Tomorrow's Ultra Premium Cocktails Elevate Customer Loyalty and Financial Success to New Heights at Our Bank!
-
Banking Revolution: AI-Driven Shopping Reviews Enhance Financial Decision-Making!
-
Bank of the Future: Empowering Customers with Personalized Financial Literacy through AI-Driven Modules
-
Banking Reinvented: A Personalized Mobile App Homepage Tailored Just for You
-
Banking Made Personal: Icon Reminders for Your Special Days
-
Customer Feedback Becomes More Valuable: Providing Statistical Insights for Survey Ratings
-
Innovative Interaction Widgets Strengthening Family Bonds
PHASE IV: PROTOTYPE, TEST & EVALUATION
Customized banking widgets emerged as standout ideas during the Ideation phase. These ideas were actualized into digital prototypes. The prototypes were evaluated using the A/B Test method.
The idea of adding the savings account as a banking widget onto the child's mobile device, was defined as follows and a prototype of the widget was created:
It is a banking widget where parents can save money for their children, allowing children to view these savings on their own devices.
The child savings account available as a widget allows users to name it based on their saving objectives, set the desired amount to save, and select the time frame for achieving the goal. Parents activate the widget by approving the 'create child widget' button within their savings account and enabling it via the dedicated bank application installed on their children's mobile phones.
Finansbank's Enpara mobile application was used in the identity design of digital prototypes.
The idea of displaying joint accounts as a widget on both partners' phones was realized through the 'Family Widget,' and has also been prototyped.
An account for collective savings within a family can serve various purposes such as planning for a vacation, starting a business, purchasing a home or a car, planning a wedding, funding education, relocation, and more. When setting up this account, individuals can assign a preferred name and savings targets indicating how much they aim to save in how many days.
It is a banking widget, allowing both partners to track the progress of their joint savings account, tailored to meet their mutual goals, accessible on their individual mobile devices.
Project Summary:
Research Methodologies:
Empathy: Persona, Benchmark, Kano Analysis
Ideation: 6-3-5 Method, Tomorrow's Headlines
Evaluation: Digital Prototype, A/B Test
Tools:
Figma, Miro, Adobe Photoshop & Illustrator
