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Case study „Hello bank!“ – Integrating users
into on- and offline co-creation
Service Experience Camp, Berlin Sep. 14th 201...
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
c...
USEEDS° user centred thinking
Our goal for today
Walk out with some new ideas,
how you could integrate users
into your inn...
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 o...
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
wat...
USEEDS° user centred thinking
May16th
June21st
The questions The workshop The answers
June16th
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 ban...
USEEDS° user centred thinking
Question phase
-  Involvement impossible to plan ahead
-  Ressources not predictable
-  Trol...
USEEDS° user centred thinking
May16th
June21st
The questions The workshop The answers
June16th
USEEDS° user centred thinking
USEEDS° user centred thinking
Moderator
Information
Architect
Financial
Expert
Service Design
Expert
Researcher
UX
Designe...
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
+  Act...
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 ...
USEEDS° user centred thinking
Camera Microphone
Connection
to community
moderator
User
Best of
community
(Skype)
30
Commun...
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 ab...
USEEDS° user centred thinking
May16th
June21st
The questions The workshop The answers
June16th
USEEDS° user centred thinking 35
USEEDS° user centred thinking
The Answers
-  Translation of workshop idea for voting
-  Time slot for voting
+  Results ev...
USEEDS° user centred thinking
Involve users in all stages
ask, vote and
comment questions
be part of the
workshop team
wat...
USEEDS° user centred thinking
User interactions
Effort / Money Effect for UCSI
Question phase *** ***
Users on location * ...
USEEDS° user centred thinking
Project summary
-  Pressure to quickly implement services
+  Relevant and tangible service i...
USEEDS° user centred thinking
connect with us:
Fabian.Klenk@useeds.de
Manuela.Risch@useeds.de
follow us on twitter: @useed...
info@useeds.de l www.useeds.de
© USEEDS° GmbH
Friedrichstr. 209
10969 Berlin
Tel.: +49 30 340 6005-0
Burchardstr. 19
20095...
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USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline co-creation

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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°

Published in: Design, Technology, Education

Transcript of "USEEDS° :: Case study „Hello bank!“ – Integrating users into on- and offline co-creation"

  1. 1. Case study „Hello bank!“ – Integrating users into on- and offline co-creation Service Experience Camp, Berlin Sep. 14th 2013 Fabian Klenk & Manuela Risch
  2. 2. USEEDS° user centred thinking User centred Creative
  3. 3. USEEDS° user centred thinking What do we want to talk about? User centered Service Innovation through an off- and online co-creation workshop 3
  4. 4. USEEDS° user centred thinking Our goal for today Walk out with some new ideas, how you could integrate users into your innovation process. 4
  5. 5. USEEDS° user centred thinking Our Client Simple Smart User taylored à How? 5
  6. 6. 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
  7. 7. USEEDS° user centred thinking First challenge: No Hello bank! customers (so far) 7
  8. 8. USEEDS° user centred thinking 8 Campaign
  9. 9. USEEDS° user centred thinking Second challenge: Find or invent great services 9
  10. 10. USEEDS° user centred thinking 10 Design Thinking Co-Creation
  11. 11. USEEDS° user centred thinking Third challenge: Including everyone in the process of finding an answer 11
  12. 12. USEEDS° user centred thinking Online and offline 12
  13. 13. 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 May16th June21st The questions The workshop The answers June16th
  14. 14. USEEDS° user centred thinking May16th June21st The questions The workshop The answers June16th 14
  15. 15. USEEDS° user centred thinking Your questions lead to the answer! 15
  16. 16. USEEDS° user centred thinking 16
  17. 17. USEEDS° user centred thinking 17
  18. 18. USEEDS° user centred thinking 18
  19. 19. 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
  20. 20. 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
  21. 21. USEEDS° user centred thinking May16th June21st The questions The workshop The answers June16th
  22. 22. USEEDS° user centred thinking
  23. 23. USEEDS° user centred thinking Moderator Information Architect Financial Expert Service Design Expert Researcher UX Designer Avatar UsersUsers Product Designer 23
  24. 24. USEEDS° user centred thinking Workshop (in Berlin) Online Community Users on location Live-stream Community- input & ideas
  25. 25. USEEDS° user centred thinking 25 User
  26. 26. 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
  27. 27. USEEDS° user centred thinking Camera Microphone User 27
  28. 28. USEEDS° user centred thinking 28
  29. 29. 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
  30. 30. USEEDS° user centred thinking Camera Microphone Connection to community moderator User Best of community (Skype) 30 Community voice
  31. 31. USEEDS° user centred thinking The Chat Bi-directional channel for the community User discussions Moderated
  32. 32. USEEDS° user centred thinking 32 Best of community Connection to community moderator
  33. 33. 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
  34. 34. USEEDS° user centred thinking May16th June21st The questions The workshop The answers June16th
  35. 35. USEEDS° user centred thinking 35
  36. 36. USEEDS° user centred thinking The Answers -  Translation of workshop idea for voting -  Time slot for voting +  Results every evening +  Indication of service relevance 36
  37. 37. 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 May16th June21st The questions The workshop The answers June16th
  38. 38. 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 ** *(**)
  39. 39. USEEDS° user centred thinking Project summary -  Pressure to quickly implement services +  Relevant and tangible service ideas +  Communicated „User-centered“-ness 39
  40. 40. 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
  41. 41. 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 Wir schicken Ihnen gerne ergänzendes Informationsmaterial, Projektbeispiele oder unseren Schulungskatalog zu!
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