Applying Service Design Tools to Explore New Financial Services for Poor Microbusiness Owners - Heloisa Candello, Claudio Pinhanez, David Millen, Silvia Bianchi

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The document summarizes the design research process used by an IBM project team to develop new financial services and applications for poor microbusiness owners in Brazil. The team conducted fieldwork including interviews in Icapuí and Fortaleza to understand existing microcredit services. They analyzed the data using service design tools like journey mapping to identify opportunities and create personas, scenarios, and mockups of a new service. The process helped transfer knowledge from fieldwork to prototypes and allowed multidisciplinary team members to integrate their skills and test concepts with users.

IBM Rational Design
Service design tools to explore financial services
for poor microbusiness owners
Heloisa Candello,Claudio Pinhanez, David Millen, Silvia Bianchi

AIMS
transfer knowledge acquired in the
field to project team members?
•  Which service design tools should be used to
apply transferred knowledge
from fieldwork activities to create new financial
services and applications?

Design Research
Design Research
User centred design approach
Reeves (2006), Nieveen (2006), Plomp (2007)
Preliminary Research Prototyping phase Assessment phase Reflection and
documentation

Project team
The project team was composed of people from diverse
backgrounds:
•  Design Research
•  Visual Design
•  Computer Science
•  Social Computing
•  Project management
•  Human-computer Interaction.

Preliminary Research
Investigation
Icapuí and Fortaleza

•  September 2014
•  Successful microfinance
Institution in the Northeast of
Brazil
•  20 semi-structured interviews
•  One week fieldwork
•  Data collected comprised of 25
hours of recorded audio files,
315 pictures and field notes

Microcredit Services based on
Solidarity Groups

01 Understanding Field Studies with pictures

What did we investigate?
A merchant that has
group and individual loans
• Financial activity
• Financial instruments
• Financial logistics
• Business Management
• Saving behavior
• Physical social network
• Payment methods
• Technology adoption

Understanding Field Studies with pictures
DisadvantagesAdvantages
•  Loan workflow
•  Role of the bank agent
•  Anxiety was decreased
•  Not a linear process
•  Role of the bank agent
•  Data analysis was not completed

02 Journey Map workshop
DisadvantagesAdvantages
•  Identify Touch points
•  Innovations
•  Further Research
•  Drawbacks in the service
process
•  15 service innovation
opportunities
•  Narrow view – Merchants

03 Service Blueprint
DisadvantagesAdvantages
•  Invisible line
•  To put the ideas into the service
process
•  Role of the Bank agent
•  Informal credit
•  To include all the service process
details in one illustration

04 Stakeholder
DisadvantagesAdvantages
•  Refine project aims
•  Expectations
•  Superficial conversation

Informal practices: Fiado
20
Fiado: Local business owners sell products to customers
based on trust that the customer will pay for it in the
future and knowledge of their ﬁnancial situation.
• Payback date is nego1able
• No interest
• Based on community
knowledge and trust
• Signiﬁcant future cash ﬂow

06 Future scenario
DisadvantagesAdvantages
•  Clarify the flow
•  Identify backend technical issues
•  Team integration
•  Only one cycle
•  Manage deep technical
discusssions

07 Illustrated interface scenarios workshop

07 Service Mockups
DisadvantagesAdvantages
•  Materialize concepts
•  "So, this is when the magic
happens.”.
•  Define elements for the screen
•  Sketching is awkward for some
team members.

27
•  08 design tools
•  Promote common ground
understanding
•  Handle team anxiety
•  Test with users
•  Help designers in similar
situations
•  Support of Project Managers
Discussion and further work

Thanks!
Heloisa Candello
hcandello@br.ibm.com

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