Blueprint

Bank Project
Service Design 2008
Instructors
Nuno Jardim Nunes Valentina Nisi
Indigo Team
Amlcar Rodrigues Diego Rodrigues Filipa Jervis Roberto Mendona Roberto Sousa
Table of Contents
Introduction
04 Executive Summary 05 Process 06 Augmenting Selfbank
Exploration
08 Observation 09 Stakeholders Map 10 Territory Map
Research
12 Hunt Statement 13 Shadowing 14 Service Blueprint 15 Service touchpoints 16 Deposit problems
Ideation
21 Personas 24 Brainstorming 25 Prioritizing 26 Concept Validation
Solution
34 Augmenting Selfbank 36 Evaluation 37 Conclusion
Introduction
04 Executive Summary 05 Process 06 Augmenting Selfbank
Executive Summary
04
As part of the Service Design course, our team conducted a study of current banking services. Our client was an IT company that provides software to banks in Portugal. The purpose of our research was to identify problem areas in banking and to address them by introducing or reformulating and existing service.
From the research process, it became clear that services provided at the bank branch are varied. However, the most frequent operation performed at the counter is the deposit. Several problems arise from this fact. So, in an attempt to address them, our team proposes the augmentation of Selfbank an existing banking machine for bank customers.
Service Design | UMa 2008 | Bank Assignment
Amlcar | Diego | Filipa | Roberto M. | Roberto S.
Process
05
During three months our team conducted a case study of banking services. We started by exploring all the knowledge we had about the bank. After having set our focus, our team went to the bank. Using techniques like directed storytelling and shadowing, we gained knowledge about employees tasks at the bank and about the services that were provided at the branch.
After the research phase, we started our ideation. Using several techniques, like brainstorming and personas, our team developed several concepts, that might solve the problems we had identied at the bank branch. We rened these concepts and prioritized them using a cost/value diagram.
The concepts that had higher value were tested in a concept validation session with users. After this, we chose to combine some of the approved concepts and reached our solution augmenting Selfbank.
Augmenting Selfbank
We believe that the best solution to the problems we spotted during our research is to help employees in their tasks. To do this, we try to dimish their load of work, by improving an existing service Selfbank. This automated machine allows clients to perform many of the operations that can be done at the counter, including deposits.
06
However, during our research, we learned that clients dont use it much. This is due to a number of reasons, including the fact that it is hidden and that people are not used to it. On top of this is the fact that its not always reliable and, sometimes, people cant perform the operations they want to.
We propose to solve this trust issue the following way: bring it outside and make it more similar to regular ATMs. This will enable trust through familiarity. Moreover, Selfbank will be available 24/7, which also addresses, in part, the issue of the bank only being open until 3 pm.
Besides improving Selfbank for the banks customers, we also propose to empower the employees, by giving them a Selfbank of their own. During our investigation, it became clear to us that providing services at the bank is something that is, sometimes jeopardized by multitasking. Employees not only have to deal with multiple software systems while performing their tasks, but they also have to juggle several artifacts like the check scanner and the bill counter.
Exploration
08 Observation 09 Stakeholders Map 10 Territory Map
Observation
08
Our rst step in the process was to experience a trip to the bank by ourselves. So, each member of our group went to a bank branch and performed an operation at the counter.
From our visit, each of us modeled the journey we had made. Later, we consolidated this model, so that we could all have a common understanding of what a visit to the bank was about.
We found out that there were common steps we had all gone through and that the feelings associated with these stages might vary. The environment was very important.
Stakeholders Map
09
During our exploration stage, we also wanted to understand who the stakeholders were. Who was involved in banking services? We identied three main stakeholders: the client, the employee and the banks administration.
Stakeholder Map
Indigo Team Customer Service
Maintenance
Professionals
Employees
Young Security
Seniors
Clients
Bank
Administration
General Assembly Fiscal Council Administration Board President Secretary
Executive Council President 6 members
Students
Fiscal Revisor Outsourcing
Companies
President Efective members Suplementar members
President 2 Vice-Presidents 7 members Amlcar | Diego | Filipa | Roberto | Roberto
Territory Map
Before doing systematic research, we wanted to explore the knowledge we already had about banks and the stakeholders. We had to set our focus. So, we created a model of our knowledge the territory map. It reects our beliefs of how the stakeholders are connected and how these connections affect each of them.
Territory Map
Indigo Team
Stress Humour
10
Personal Life
Pressure Pressure Schedule
Security
Bank
Services Products
Responsibility
Work
Equipments Stress
Employee
Co-workers
Prot
Publicity Image Professional
Trust
Rude
Ethics Knowledge
Robbed
Security Integrity Crisis Privacy Sympathy Incompetence
Distrust
Fears
Manage money
Support Dependence
Client
Amlcar | Diego | Filipa | Roberto | Roberto
We agreed that each stakeholder has goals. The banks ultimate goal is prot. The employees goals are related to his personal life. And he needs to work, to achieve his goals. Associated with his work are his co-workers, the tools he has to work with and so on. And the client has as a goal to manage his money. If all of the stakeholders want to achieve their goals, they need to trust each other. And trust was our focus.
Service Design | UMa 2008 | Bank Assignment Amlcar | Diego | Filipa | Roberto M. | Roberto S.
Research
12 Hunt Statement 13 Shadowing 14 Service Blueprint 15 Service touchpoints 16 Deposit problems
Hunt Statement
Having nished our exploration and before going into the bank, we not only set our focus, but also shaped our hunt statement. Basically, what we wanted to concentrate on while at the bank.
12
We want to learn about trust issues at the bank and, to do this, we will observe bank employees during business and non-business hours.
Shadowing
During two days, we shadowed employees at the bank. We stayed with them at the bank branch and watched their tasks. We understood what their work was about and where the problems were. We learned that the most frequent operation they performed were deposits.
13
Service Blueprint
After the immersive ethnography we performed during two days, we decided to focus on the deposits. So, to better understand the process, we created service blueprints. Both of the counter deposit and of a deposit done using Selfbank, this banks customers automated machine.
Service blueprint - Counter Deposit
14
Counter Deposit
F W
Enter bank Customer Line of interaction State Request Give account info Give ID
Give money/ check to deposit
Sign receipt
Give receipt back
Leave bank
Request account info Employee Line of visibility
Request customer ID
Give receipt to customer
Say goodbye politely
Validate customer ID Employee's invisible actions
Validate account info
Scan check/ verify amount
Insert amount in system
Print receipt
Conrm deposit
When a client wants to make a deposit at the counter, there are certain steps that he has to go through and some actions that the employee has to perform, as we can see from the blueprint. A deposit can fail if the customer doesnt have the necessary ID. Moreover, there are some waiting periods.
Line of internal interaction
Backend System
Match account info and customer ID
Provide account info
Validate check info
Update account info
Service Design - CMU | UMa 2008
Indigo Team: Amlcar | Diego | Filipa | Roberto M. | Roberto S.
Selfbank
Enter bank Insert ATM card /NIB
Service blueprint - BanifSelf
F
Select deposit option Select cash or check Insert cash / check Conrm amount Take receipt Leave bank
When a client wants to make a deposit using Selfbank, there are certain steps that he has to go through, as we can see from the blueprint. A deposit can fail if the customer doesnt have the necessary ID. Currently, Selfbank only allows the customer to identify the account using the NIB or the banks debit/credit card.
Customer Line of interaction
Ask for kind of operation Machine Line of visibility
Ask for kind of deposit
Ask to insert money / check
Display amount / ask to insert amount (if check)
Give receipt
Machine's invisible actions Line of internal interaction
Validate account info
Count money / scan check
Print receipt
Match account info Backend System
Update account info
Service Design - CMU | UMa 2008
Indigo Team: Amlcar | Diego | Filipa | Roberto M. | Roberto S.
Service touchpoints
From the service blueprints, we were able to extract the service touchpoints. The main interaction points, that are common to deposits, whether theyre performed at the counter, using Selfbank or the Fast Deposit service.
15
Identify
Deposit
Verify amount / scan check
Receipt
Deposit problems
From the research we did, we found several problems that related to the deposits process. At the counter, the customer may not be able to perform the deposit, if he doesnt have the necessary information. This may also happen using Selfbank, because there are only two ways for the customer to identify himself. Besides this, deposits at the counter are only available between 8 am and 3 pm, on weekdays. Given Selfbank is inside the bank branch, it is also only available during business hours.
16
Deposit problems
On top of the problems mentioned above, there are also some aspects of the software and the tools the employee has to deal with, to perform his tasks. There are multiple softwares, that the employee has to work with we identied three. On top of this, the employee, in a simple deposit transaction, has to deal with the computer, the check scanner, the bill counter, the coin counter and the printer.
17
Deposit problems
At the end of the day, one of the employees has to manually get the deposits that were done using the Fast Deposit. This enables customers to make deposits using envelopes and hand-written forms, that they can ll by themselves. Then, they put the envelope in a box, that looks like a mailbox.
18
Deposit problems
Like we had mentioned before, Selfbank is only available inside the branch. On top of this, it is not always reliable and customers, sometimes, end up not being able to perform the tasks they want. It also has a touchscreen and many users are not accustomed to this and are afraid of using it.
19
Ideation
21 Personas 24 Brainstorming 25 Prioritizing 26 Concept Validation
Personas
Based on our research, we created personas. These are archetypes of users that we observed in real life and that will guide our design. Personas reect real peoples needs and problems. Our rst persona was Filipe, a bank customer, that goes to the branch sporadically.
21
Filipe Reis
Demographics
32 years old Insurance salesman Married to Ana Reis, 31 years old, she works at Zara as a saleswoman. They have a son, Bruno, whos 5 years old. Filipe lives with his wife and child in a house in Monte, Funchal.
Aspirations
Filipe would like to be promoted to branch manager. This would help him give a better life to his family. He would also like to make more money, so him and his family could move to a bigger house. His dream vacation trip is to Egypt with his wife.
Work
Insurance salesman at Imprio Bonana, a portuguese insurance company. He has joined the company recently, and in his job, he works in a private office, where he deals with his own clients.
Computer skills
He is a non-expert user and he uses the computer mainly at his work. Filipe also has a desktop computer at home which he uses mostly for e-mail and web browsing.
Needs to be addressed in the scenario:

Not a technology expert. Time is of essence, given he is a very busy man.
Leisure
Filipe likes playing football with his friends on weekends. Once in a while he goes to the cinema with his wife. He has a Nintendo at home and often plays with his kid.
Technology experience & attitudes

Filipe has a basic cell phone given by the company that he uses in his everyday life. In his everyday life he deals with computers, his cell phone, and a Nintendo.
Key messages
Im not a rich man. Help me get my nancial life out of the way.
Personas
Our second persona is Antnio. He is an employee at the bank and he hates the Fast Deposit.
22
Antnio Gouveia
Demographics
51 years old Bank employee 1 daughter with 25 years old 2 sons, one with 20 years old, that lives in Lisbon, and the other with 18 years old and that lives in Madeira. 26 years of marriage . 28 years of work at this bank. Lives in Machico.
Aspirations
Antonio wants his children to receive higher education, so that they can become accomplished professionals. He is very proud and happy for his daughter, who is already working. Antonio would just like to keep living calmly with his family, and would also like to travel more, when retired.
Work
Works at the counter, where he works with the general public. At the end of the day he counts the money, checks and foreign currency, and veries if everything matches. He also takes care of the deposits from the fast deposit and Selfbank.
Computer skills
Antnio only uses the computer at work and, therefore, only has the needed skills for his job. He interacts with a program that has a command line interface, uses e-mail and interacts with a web-like interface at work.

Not a technology expert. He would like to speed up the deposits process. He hates the fast deposit, because its extra work for him.
Leisure
He likes watching the TV, mainly news and soccer. He also likes reading the newspaper and crime books. On Saturdays he goes for coffee with friends. On Sunday he attends mass and has a family lunch.

Antonio has little experience with computers besides work. He uses the cell phone but only for calls. He also deals with the Selfbank machine.
Key messages
Fast deposit is something that seems to be from the Third World!
Personas
Finally we have Diana. She is a waitress at a coffeeshop. Shes responsible for making the deposits at the bank.
23
Diana Freitas
Demographics
23 years old Waitress Single Lives with her parents in a house in Santo Antnio
Aspirations
Diana would like to complete her studies, by taking a course in Escola Hoteleira. With that she could fulll her aspiration of working in a ve star hotel. The other goal she has is to move out of her parents house, into an apartment.
Work
Works at a bakery from 10 am to 7 pm everyday. She is responsible for the table service and also works at the counter.
Computer skills
She has some experience with computers, from a users perspective. She uses MSN to chat with her friends and also checks her email. She learned to use the computer at school.

Deposit service has to available after business hours.
Leisure
She likes to go for coffee with her friends after work, or after dinner. She also is very concerned with her health, so she joggs several times a week.

Diana has a cell phone, that she cant live without. She uses SMS and makes calls. She also deals with the billing system at work.
Key messages
I like to have fun, so let me nish my work, so I can go!
Brainstorming
Having our personas to guide our design solutions, we proceeded with a brainstorming session. We focused on the problems we had spotted and tried to develop varied solutions.
24
Prioritizing
To help decide which ideas to develop further, we created a cost/value diagram. This helped us understand which solutions would have a higher impact on the users.
25
Expensive
interfaced chair coffeeshop inside unied banking system interactive tables unied software iris scan ID Selfbank outside coin counter
instruction corridor
Low Value
info poster info on Selfbank ID
High Value
ID with cell phone
Art that shows bank features
Inexpensive
Concept Validation . information

Having decided which ideas to develop further, we tested them with users through a concept validation session. Each of us tested the concepts with different types of users, so we could get as much feedback as possible. In the end, we tested the concepts with 21 users. This rst concept is about information.
26
1
As Filipe approaches Selfbank, he sees there is information about how to use it. He can interact with the information, using the touchscreen and simulate the operation he would like to do.
2
Filipe walks into the bank and his attention is caught by posters that tell him how easy it is to use Selfbank.
The instructions change after a while and show possible operations that can be performed using Selfbank.
Concept Validation . interactive tables

This concept would completely change the bank branch. There would no longer be counters and customers would use the tables at their disposal, with or without the employees aid. There would also be more private areas, that would enable longer and more sensitive interactions.
27
The tables in the personalized service area are interactive. They allow customers and employees to use them to demonstrate their ideas.
In the general area, the tables are also interactive, smaller versions of Selfbank, that allow customers to perform their operations.
Concept Validation . id solutions

This concept addresses the ID issue at Selfbank. Given there are currently only two ways for the customer to identify the account, we propose additional ID possibilities: the citizen card number, the scal number and the account number. The rst two would be particularly suitable, because people usually carry them.
28
1
Filipe goes to Selfbank. He places his cell phone in front of the machine The system identies him automatically
2
Filipe goes to the bank, but he doesnt have his bank card or NIB. But now, he can also insert his citizen ID number. He is able to do what he wanted.
Concept Validation . coincounter

This concept is important, because we want to remove the Fast Deposit. However, Selfbank doesnt offer a way for customers to deposit coins. And this would be particularly important for companies, that have to make the deposits accurately. So, the solution is to add a coin counter to Selfbank.
29
Filipe is making a deposit in cash.
After inserting the bills, he inserts the coins into the machine.
He nishes the operation successfully.
Concept Validation . selfbank outside

This concept would be helpful for customers who want to perform operations outside business hours. From our research, we learned that customers that go to the bank on a regular basis are from companies. But, companies close later than the bank. So, they have to wait for the next day to make the deposits...
30
Filipe has just left work and wants to make a deposit.
So, he goes to Selfbank.
He nishes the operation successfully.
Concept Validation . one software to rule them all

This concept would help solve the atrophy caused by constantly having to switch softwares. It would help employees be more efficient in their tasks and, therefore, the customers would have lower waiting times.
31
Antnio is working at the counter.
This client wants to make a deposit, but doesnt have his account number. So, he inserts the customers citizen card number.
He nishes the operation quickly, because he doesnt have to use several softwares.
Concept Validation . unied banking system

This concept would help solve the atrophy caused by multitasking. It would help employees be more efficient in their tasks and, therefore, the customers would have lower waiting times.
32
Antnio is working with the new bank machine, that incorporates the check scan, the bill counter and the printer.
He can make a withdrawal for a client easily.
As well as a deposit.
Solution
34 Augmenting Selfbank 36 Evaluation 37 Conclusion
Augmenting Selfbank
After the concept validation, we came back to the cost/value diagram. Again, this helped us choose the concepts and combine them, so as to augment Selfbank.
34
Expensive
interfaced chair coffeeshop inside unied banking system interactive tables unied software iris scan ID Selfbank outside coin counter
instruction corridor
Low Value
info poster info on Selfbank ID
High Value
ID with cell phone
Art that shows bank features
Inexpensive
Augmenting Selfbank
We chose to combine 3 different concepts: ID solutions, the coin counter and Selfbank outside. The other two concepts one software to rule them all and the unied banking system were combined to create a new banking service for employees. ID solutions
This will allow customers to identify their account in four different ways using their bank cards, their citizen card number, their scal number or their account number.
35
Coin counter
Like we had mentioned previously, this is necessary if we want to remove the Fast Deposit. Moreover, after business hours, this will be the only way customers will have to perform deposits and other operations.
Selfbank outside
This is so that operations like deposits become available after business hours. Like we had seen, most customers that go to the bank to perform deposits are from companies. And these close after the banks operating hours.
One software to rule them all

This is necessary to resolve the problems caused by the fact that employees have to deal with multiple softwares to perform their tasks.
Unied banking system

This would include the previous solution and would address the atrophy caused by the multitasking employees go through while performing their tasks.
Evaluation
To evaluate our idea, we conducted a Cognitive Walkthrough. This is a technique that does not involve users and that has as a goal to evaluate if an interface is easily usable by people who are not familiar with the system.
36
So, we evaluated the steps involved in making a deposit using the new interface of Selfbank. This is an important task because, like we saw during our research, it is the most common operation at the bank branch. And Selfbank is, ultimately, a complement to the branch services.
Cognitive Walkthrough assumes we have a goal. Then, we search for currently available controls to perform an action. After that, we select the control that seems likely to make progress toward the goal. In the end, we evaluate the result for evidence of progress. Hence, there are 4 stages in this cognitive process.
We evaluate the systems state, to understand if it gives the necessary feedback to the user at any given time, by answering 4 questions: 1. Will the user try to achieve the right effect? 2. Will the user notice that the correct action is available? 3. Will the user associate the correct action with the effect he or she is trying to achieve? 4. If the correct action is performed, will the user see that progress is being made toward solution of the task?
Conclusion
In spite of us not having created a whole new service, we believe that our solution will contribute to the improvement of the services provided by the bank. Although it may seem a daunting idea to completely reformulate the counter by introducing the employees version of Selfbank, we feel this may lead to a better future in banking services, in the sense that we will have happier employees and, hence, happier customers.

Blueprint

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Blueprint

Hochgeladen von

Copyright:

Verfügbare Formate

Bank Project

Service Design 2008

Nuno Jardim Nunes Valentina Nisi

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Executive Council President 6 members

Fiscal Revisor Outsourcing

President Efective members Suplementar members

President 2 Vice-Presidents 7 members Amlcar | Diego | Filipa | Roberto | Roberto

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Security Integrity Crisis Privacy Sympathy Incompetence

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Give money/ check to deposit

Give receipt back

Request account info Employee Line of visibility

Give receipt to customer

Say goodbye politely

Validate customer ID Employee's invisible actions

Validate account info

Scan check/ verify amount

Insert amount in system

Line of internal interaction

Match account info and customer ID

Provide account info

Validate check info

Update account info

Service Design - CMU | UMa 2008

Indigo Team: Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service blueprint - BanifSelf

Customer Line of interaction

Ask for kind of operation Machine Line of visibility

Ask for kind of deposit

Ask to insert money / check

Display amount / ask to insert amount (if check)

Machine's invisible actions Line of internal interaction

Validate account info

Count money / scan check

Match account info Backend System

Update account info

Service Design | UMa 2008 | Bank Assignment

Service Design - CMU | UMa 2008

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Indigo Team: Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Verify amount / scan check

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment

Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Service Design | UMa 2008 | Bank Assignment