Project Overview
CERTIFICATION & DURATION
DESIGN THINKING FOR GROWTH AND TRANSFORMATION CONSULTANT
3 Months
OBJECTIVE
This comprehensive case study is a key component of the UX certification program offered by the prestigious INSEAD Business School. It earned a first-in-class recommendation, reflecting its excellence. The learning experience was guided by the esteemed Professor Manuel Sosa and supported by Learning Coach Mr. Matous Janda.
SECONDARY RESEARCH
Understanding the Problem Statement
-
We discussed, searched & learned about what is DSB.
-
In the brainstorming session, we decided to work on the Doorstep Banking for the SBI bank, as it is India’s one of the biggest bank with huge customer base.
-
The DSB is available at the SBI only for Senior Citizens.
-
The service charges are about Rs. 150 average for each service.
-
We noticed a gap, majority of people in the target audience (elder people) were unaware about the doorstep banking service.
PRIMARY RESEARCH
Field Study
We engaged with users in their natural banking environment to understand their tasks and observe the services they commonly use.
These interactions provided valuable insights into their needs and behaviors, while also validating our assumptions about selecting the correct personas for the DSB service.
PRIMARY RESEARCH
Insights Learned
-
Based on our observations, we prepared a set of questions and conducted 13 user interviews.
-
The interviews revealed that our assumptions about senior citizens were incorrect. While we believed they would have a greater need for the DSB service, we discovered that many senior citizens actually enjoy visiting the bank. For them, it’s a break from their routine and an opportunity to socialize with friends or colleagues once or twice a month.
-
On the other hand, we found that businessmen typically visit the bank 1 to 2 times a week and are willing to pay for service charges. This insight led us to identify businessmen as our primary target user group for the DSB service.
IDEAL JOURNEY FOR DSB
Innovation Opportunity
Why our innovation opportunities potentially transformational?
-
Unlocking a latent, untapped market for DSB services.
-
Enabling the bank to offer personalized and differentiated services.
-
Providing a delightful customer experience, far superior to traditional, time-consuming, and exhausting processes.
-
Delivering secure and fast services, valuing customers' time and convenience.
-
Meeting customers where they are, eliminating the need for them to visit the bank.
-
Expanding the customer base by tapping into new opportunities.
-
Enhancing ease and convenience, allowing customers to better plan their activities.
IDEATION
Planting Limits & Creative Remix
-
We conducted the “Planting Limits” exercise to generate incremental ideas.
-
Through the "Creative Remix" process, we crafted radical and transformative concepts.
-
This approach helped us create a diverse Pool of Ideas, some of which are highly futuristic.
-
By continuously experimenting during the ideation stage, we developed around 21 ideas, refining them further through two rounds of the Creative Remix iteration process.
IDEATION
Brainstorming Ideas
We explored a variety of concepts during the brainstorming process, ranging from incremental to radical innovations.
Incremental Ideas:
-
Digital Cheque
-
Progressive Web App
-
Scan and Send
-
Dedicated App for DSB Services
-
Bank on Wheels
Radical Ideas:
-
Doorstep Banking via Drone
-
Bank Anywhere Solutions
-
Banking through Social Media Platforms
-
Smart Card/Gadget for Banking
-
DSB Services Enabled by Robots
User Testing
Radical Idea Chosen: "Bank Wherever You Want"
After deciding to pursue the radical idea of "Bank Wherever You Want," user testing revealed several critical issues, or "marshmallows," that could hinder the product’s success.
Key Learnings:
-
Users prefer not to conduct banking activities in public spaces.
-
Users want to keep their leisure time separate from banking tasks.
Document Submission
Findings from User Testing (In Users' Words):
-
"My mother and I already use cheque collection from home/office services offered by IDFC Bank." (Indicating a better service is already available.)
-
"If there’s a service to scan and submit cheques, I’d be interested." (Users prefer a private, doorstep service over public options.)
-
Online document updates/KYC services are already offered by IDFC Bank and are widely used.
Cheque or Cash Deposit
Findings from User Testing (In Users' Words):
-
"Businessmen plan financial tasks well in advance, aligning other activities with credit and debit schedules."
-
"I’d never share cash information or disclose having large sums of cash in public."
-
"I am not comfortable with anyone outside the bank, like staff at a public outlet, knowing about my finances or cash holdings."
Additional User Comments
-
Trust and privacy are major concerns.
-
Time taken for cheque clearance could increase.
-
Cheques deposited after banking hours might be processed the next day.
-
Public outlets could face rush and overcrowding.
-
Users are hesitant to pay for such services.
-
Concerns about the competence and supportiveness of outlet staff.
TESTING
Refining the Idea for a Better Solution
After identifying several "marshmallows" in the "Bank Anywhere You Want" idea, we revisited the brainstorming process to explore alternatives. The next promising concept, "sMART Card," was selected and enhanced by integrating additional ideas, such as an app and VR features, to develop a prototype for testing.
User Testing Insights
Negative Feedback from Extreme Users:
-
"Why does the process involve so many questions?"
-
"Once I’ve selected the cheque for depositing, why do I need to confirm again?"
-
"If something is wrong with the cheque after submission, how can I cancel it?"
-
"What should I do if the cheque submission process gets stuck or shows 'pending' due to internet or technical issues?"
-
"Can cheques be sorted by Withdrawer Names or Dates Issued? I may have future-dated cheques."
-
"Can we have an app that supports these features as well?"
Positive Feedback from Expert and Average Users:
-
"I liked the idea of a virtual bank."
-
"The process felt simple and stress-free."
-
"I love the feature where the system automatically processes cheques on specific dates and timelines."
-
"The ability to perform KYC biometric verification via a VR scan? Wow, that’s impressive!"
-
"Voice Search to locate specific transactions is such a helpful feature."
REITERATING THE PROTOTYPE
Addressing Negative Insights
1. Why does the process entail so many questions?
- To build trust and ensure the user is comfortable with the process, some confirmations are necessary. However, we will streamline the steps to make the process more efficient while maintaining transparency.
2. Once I have selected the cheque to deposit, why is it asking me to confirm again?
- The confirmation step is designed to reassure the user and provide clarity about the next action, enhancing the overall experience and preventing potential errors.
3. If something is found to be incorrect in the cheque after submitting it, how do I cancel it?
- Users will have the option to cancel or revert the cheque within a reasonable timeframe after submission, ensuring flexibility and control over the process.
4. What happens if the cheque submission process gets stuck or shows a "pending" status due to technical issues?
- Users will be guided to retry the process. If any amount has been debited, they will be notified about its successful credit or asked to wait for a confirmation. This ensures transparency and user reassurance.
5. Can cheques be sorted by Drawer Names or Dates Issued, especially for future-dated cheques?
- Yes, users can request cheque submission based on specific criteria such as Drawer Names or Dates Issued, providing better organization and convenience.
6. Can I have a mobile app that performs these features as well?
- Absolutely, a mobile app version is available for users who prefer it. However, the app may not fully replicate the immersive VR experience, which is a key feature of this design.
TESTING
Easiest & Quickest Solution: Mobile App for Current Users
Assumptions for the App (Cheque Deposit Use Case):
-
A dedicated app will be developed specifically for DSB services.
-
The app will support the technical capability to scan cheques.
-
Customer consent, including privacy agreements, username, and password, will be assumed for proceeding with app usage.
-
The app will include a feature to store all cheques, including post-dated ones, for future use.
FUTURE SOLUTION
Future Concept
Persona
Raj Sinha is a businessman in the hardware industry. He purchases hardware units from manufacturers and sells them in the wholesale market. Based in Pune, Raj sources most of his materials and parts from Samson Controls Private Limited and a few other companies in Ranjangaon.
Ranjangaon is an industrial hub, located 51 km from Pune. The MIDC area in Ranjangaon is a five-star industrial zone home to several major manufacturing companies, including LG, Whirlpool, Carraro, Fiat, Bombay Dyeing, Maccaferri, Bekaert, and more.
Scenario
Raj receives an order request from his customer for new products from Samson Controls Private Limited. Already occupied with multiple tasks, he needs to quickly review and place the order for the products.
Assumed Use of the Service
-
Raj puts on his VR headset connected to the sMART card’s Wi-Fi (with the sMART card also functioning as a security key).
-
The virtual assistant greets him warmly.
-
Raj asks the assistant to display the "43-1 Compact Temperature Regulators" from Samson Controls Private Limited.
-
He reviews the product in the virtual environment and places an order for 1,000 pieces.
-
Raj completes the payment using a digital cheque.
-
The order process is completed swiftly and without hassle!
-
He removes the VR headset and checks the order completion status on his sMART card and phone.
Thank you for taking time and reading my case study!
By listening to users and embracing new technologies, we’ve reimagined Doorstep Banking services to make banking easier, safer, and more personal for all.