USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline co-creation
41
Case study „Hello bank!“ – Integrating users into on- and offline co-creation Service Experience Camp, Berlin Sep. 14th 2013 Fabian Klenk & Manuela Risch
description
With our case study, we would like to show, how we maximized the input from online users into a locally run service co-creation workshop for "Hello bank!". We will show different channels for interaction with and for users and we will also discuss our learnings. Our goal is, that you walk out with some new ideas, how you could integrate your users into your innovation process. Held at Service Experience Camp 2013 in Berlin by Fabian Klenk and Manuela Risch, USEEDS°
Transcript of USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline co-creation
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
3
USEEDS° user centred thinking
Our goal for today
Walk out with some new ideas, how you could integrate users into your innovation process.
4
USEEDS° user centred thinking
Our Client
Simple Smart User taylored
à How?
5
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.
6
User
Centered
Service
Innovation
USEEDS° user centred thinking
First challenge:
No Hello bank! customers (so far)
7
USEEDS° user centred thinking 8
Campaign
USEEDS° user centred thinking
Second challenge:
Find or invent great services
9
USEEDS° user centred thinking 10
Design Thinking
Co-Creation
USEEDS° user centred thinking
Third challenge:
Including everyone in the process of finding an answer
11
USEEDS° user centred thinking
Online and offline
12
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
13
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
14
USEEDS° user centred thinking
Your questions lead to the answer!
15
USEEDS° user centred thinking 16
USEEDS° user centred thinking 17
USEEDS° user centred thinking 18
USEEDS° user centred thinking 19
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
20
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
23
USEEDS° user centred thinking
Workshop (in Berlin)
Online Community
Users on location
Live-stream Community- input & ideas
USEEDS° user centred thinking 25
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
26
USEEDS° user centred thinking
Camera Microphone User
27
USEEDS° user centred thinking 28
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
29
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
USEEDS° user centred thinking 32
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
33
USEEDS° user centred thinking
May
16t
h
June
21s
t
The questions The workshop The answers
June
16t
h
USEEDS° user centred thinking 35
USEEDS° user centred thinking
The Answers
- Translation of workshop idea for voting - Time slot for voting
+ Results every evening + Indication of service relevance
36
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
39
USEEDS° user centred thinking
connect with us: [email protected]
follow us on twitter: @useeds
see project results: www.hellobank.de
[email protected] 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
Wir schicken Ihnen gerne ergänzendes Informationsmaterial, Projektbeispiele oder unseren Schulungskatalog zu!
