Blueprint

Bank ProjectService Design 2008

InstructorsNuno Jardim NunesValentina Nisi

Indigo TeamAmlcar RodriguesDiego RodriguesFilipa JervisRoberto MendonaRoberto Sousa

Table of Contents

Research 12 Hunt Statement

13 Shadowing

14 Service Blueprint

15 Service touchpoints

16 Deposit problems3

Introduction 04 Executive Summary

05 Process

06 Augmenting Selfbank1 Exploration 08 Observation

09 Stakeholders Map

10 Territory Map

2

Ideation 21 Personas

24 Brainstorming

25 Prioritizing

26 Concept Validation4 Solution 34 Augmenting Selfbank

36 Evaluation

37 Conclusion

5

Introduction 04 Executive Summary

05 Process

06 Augmenting Selfbank

1

Service Design | UMa 2008 | Bank Assignment Amlcar | Diego | Filipa | Roberto M. | Roberto S.

Executive Summary

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.

04


Process

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 identified at the bank branch. We refined 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.

05


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.

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.

06


Exploration 08 Observation

09 Stakeholders Map

10 Territory Map

2


Observation

Our first 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.

08


BankClients

Administration

Employees

Students

Young

Seniors

Companies

Professionals

Customer Service

Maintenance

Security

General Assembly

Administration Board

FiscalCouncil

Fiscal Revisor

ExecutiveCouncil President

6 members

Outsourcing

PresidentEfective members

Suplementar members

President2 Vice-Presidents

7 members

PresidentSecretary

Stakeholder MapIndigo Team

Amlcar | Diego | Filipa | Roberto | Roberto

Stakeholders Map

During our exploration stage, we also wanted to understand who the stakeholders were. Who was involved in banking services? We identified three main stakeholders: the client, the employee and the banks administration.

09


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 reflects our beliefs of how the stakeholders are connected and how these connections affect each of them.

We agreed that each stakeholder has goals. The banks ultimate goal is profit. 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.

Bank Employee

Client

Profit

Products

Image

Services

Publicity

Personal Life

Humour

Pressure

Stress

Security

Work

Schedule

Equipments

Pressure

Co-workers

Responsibility

Managemoney

Fears

Dependence

Distrust

Support

Trust

Sympathy

Knowledge

Security

EthicsProfessional

Integrity

Robbed

Crisis Incompetence

Rude

Stress

Privacy

Territory MapIndigo Team

Amlcar | Diego | Filipa | Roberto | Roberto

10


Research 12 Hunt Statement

13 Shadowing

14 Service Blueprint

15 Service touchpoints

16 Deposit problems

3


Hunt Statement

Having finished 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.

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.

12


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.

Customer

Employee

Employee's invisibleactions

Backend System

Line of interaction

Line of internal interaction

Line of visibility

Service blueprint - Counter Deposit

Indigo Team: Amlcar | Diego | Filipa | Roberto M. | Roberto S.Service Design - CMU | UMa 2008

Enter bank

State Request

Give account info

Give ID

Give money/check to deposit

Sign receipt

Give receipt back

Leave bank

Request account info

Request customer

ID

Validate customer

ID

Validate account info

Scan check/ verify

amount

Give receipt to customer

Insert amount in system

Print receipt

Conrm deposit

Say goodbye politely

Update account info

Match account info and customer

ID

Provide account info

Validate check info

W W W

F

Customer

Backend System

Line of interaction

Line of internal interaction

Line of visibility

Service blueprint - BanifSelf

Indigo Team: Amlcar | Diego | Filipa | Roberto M. | Roberto S.Service Design - CMU | UMa 2008

Enter bank

Insert ATM card /NIB

Select deposit option

Select cash or check

Conrm amount

Take receipt

Leave bank

Ask for kind of

operation

Validate account info

Count money /

scan check

Display amount / ask to insert amount

(if check)

Print receipt

Give receipt

Update account info

Match account info

F

Machine

Machine's invisible actions

Ask for kind of deposit

Ask to insert money / check

Insert cash / check

Counter 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.

Selfbank

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.

14


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.

Identify Verify amount / scan checkDeposit Receipt

15


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 identified 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


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 fill by themselves. Then, they put the envelope in a box, that looks like a mailbox.

Deposit problems 18


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 touch-screen and many users are not accustomed to this and are afraid of using it.

Deposit problems 19


Ideation 21 Personas

24 Brainstorming

25 Prioritizing

26 Concept Validation

4


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 reflect real peoples needs and problems. Our first persona was Filipe, a bank customer, that goes to the branch sporadically.

Personas

Filipe ReisDemographics32 years oldInsurance salesmanMarried 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.

AspirationsFilipe 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.

WorkInsurance salesman at Imprio Bonana, a portuguese insurance company. He has joined the company recently, and in his job, he works in a private offi ce, where he deals with his own clients.

Computer skillsHe 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.

Technology experience & attitudesFilipe 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.

Needs to be addressed in thescenario:Not a technology expert.Time is of essence, given he is a very busy man.

Key messagesIm not a rich man.Help me get my fi nancial life out of the way.

LeisureFilipe 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.

21


Personas

Antnio GouveiaDemographics51 years oldBank employee1 daughter with 25 years old2 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.

AspirationsAntonio 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.

WorkWorks 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 verifi es if everything matches. He also takes care of the deposits from the fast deposit and Selfbank.

Computer skillsAntnio 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.

Technology experience & attitudesAntonio has little experience with computers besides work. He uses the cell phone but only for calls. He also deals with the Selfbank machine.

Needs to be addressed in thescenario:Not a technology expert.He would like to speed up the deposits process.He hates the fast deposit, because its extra work for him.

Key messagesFast deposit is something that seems to be from the Third World!

LeisureHe likes watching the TV, mainly news and soccer. He also likes reading the newspaper and crime books. On Saturdays he goes for coff ee with friends. On Sunday he attends mass and has a family lunch.

Our second persona is Antnio. He is an employee at the bank and he hates the Fast Deposit.

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Personas

Finally we have Diana. She is a waitress at a coffeeshop. Shes responsible for making the deposits at the bank.

Diana FreitasDemographics23 years oldWaitressSingleLives with her parents in a house in Santo Antnio

AspirationsDiana would like to complete her studies, by taking a course in Escola Hoteleira. With that she could fulfi ll her aspiration of working in a fi ve star hotel. The other goal she has is to move out of her parents house, into an apartment.

WorkWorks at a bakery from 10 am to 7 pm everyday. She is responsible for the table service and also works at the counter.

Computer skillsShe 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.

Technology experience & attitudesDiana has a cell phone, that she cant live without. She uses SMS and makes calls. She also deals with the billing system at work.

Needs to be addressed in thescenario:Deposit service has to available after business hours.

Key messagesI like to have fun, so let me fi nish my work, so I can go!

LeisureShe likes to go for coff ee with her friends after work, or after dinner. She also is very concerned with her health, so she joggs several times a week.

23


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.

High Value

Expensive

Low Value

Inexpensive

interactive tables

unified banking system

unified software

Selfbank outside

coin counter

iris scan ID

ID with cell phone

info on Selfbank

ID

info poster

interfaced chair

coffeeshop inside

instruction corridor

Art that shows bank features

25


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 first concept is about information.

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.

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.

1

2

26


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.

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.

27


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 fiscal number and the account number. The first two would be particularly suitable, because people usually carry them.

Filipe goes to Selfbank. He places his cell phone in front of

the machine

The system identifies him

automatically

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.

1

2

28


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.

Filipe is making a deposit in cash. After inserting the bills, he inserts the

coins into the machine.

He finishes the operation

successfully.

29


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...

Filipe has just left work and wants to

make a deposit.

So, he goes to Selfbank. He finishes the operation

successfully.

30


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.

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 finishes the operation quickly,

because he doesnt have to use

several softwares.

31


Concept Validation . unified 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.

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.

32


Solution 34 Augmenting Selfbank

36 Evaluation

37 Conclusion

5


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.

High Value

Expensive

Low Value

Inexpensive

interactive tables

unified banking system

unified software

Selfbank outside

coin counter

iris scan ID

ID with cell phone

info on Selfbank

ID

info poster

interfaced chair

coffeeshop inside

instruction corridor

Art that shows bank features

34


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 unified banking system were combined to create a new banking service for employees.

ID solutionsThis will allow customers to identify their account in four different ways using their bank cards, their citizen card number, their

fiscal number or their account number.

Coin counterLike 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 outsideThis 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 allThis is necessary to resolve the problems caused by the fact that employees have to deal with multiple softwares to perform their

tasks.

Unified banking systemThis would include the previous solution and would address the atrophy caused by the multitasking employees go through while

performing their tasks.

35


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.

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?

36


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

Documents

bank branch

bank customers

bank projectservice

existing service selfbank

research process

service design course

solution augmenting

service blueprint