Using Visualization to rethink the login process   Design Thinking for Innovation – Bas Klaas     Challenge    What is the point in providing great online banking tools , when the customer does n’t log in ?   In my company , a large bank , we encountered the problem that a large part of our   customers did n’t want to login online to use our banking tools .    Instead they went to our brick local branches , in far larger numbers than our competitors .   That was a big problem , because the costs of the physical banking activities at the local   branch are far greater than the costs of online banking activities , thus creating a large   competitive disadvantage .     In the past there had been efforts to optimize the login process . In the end this resulted in a   better technical login , but not an improvement in numbers of new customers that login . Our   challenge was described as : “ improve the login process so customers who now go to the   local branch , use our online banking tools instead ” .     Selection    How could we stay away from the trap of only marginally improving the login ? We decided   to use Visualization . This would help us to get to the core problem and come up with more   creative ideas . We could then combine the insights and really leap forward .      Another major reason to use Visualization was to get all team members aligned : we wanted   to prevent that in an early stage ideas where shot down because they were deemed   technically too challenging . Visualization helps to create a shared starting point for idea   generation , and enforces the notion that we all are going to work together to create the best   possible solution .     Application   We used Visualization in two ways : in presenting the information that we gathered as a   starting point and to visualize possible solutions .     In gathering information , we asked team members for inspirational examples they knew of   login processes . We printed these examples and pinned them on the walls . We also   interviewed and made videos of customers who visited our local offices , and asked them   what they liked about their visit ( we never mentioned our online channels ) . We showed   highlights of these video ’s to the team and visualized key remarks . We also made prints of   the current login screens , to show what customers encounter when they login . We then   asked the team members to draw what our customer encounters both physically and   mentally when trying to login . That provided powerful insights in which areas we needed to   improve .     In a session with all team members , we went through all the input on the wall and let   everyone identify possible improvements and opportunities . These were written on post - its ,   and grouped into key findings . We visualized the key findings to ensure that everyone had   the same understanding of the key finding and to make communication easier . Every team   member then identified the most important findings by placing stickers on them . That gave   everyone an insight in what the group thought was most important . 

 In visualizing the solution we split up our team members in small groups and asked them to   visualize their customer journey on paper . To help them , we prepared outlines of a   computer and mobile screen which they could use to fill in . When all groups had finished this   exercise , we pinned the papers on walls and focused our discussion on the unique elements .   That led for example to an interesting idea : add the local bank employees picture in the login   screen , because our customers value the familiarity of the local employee .   We then let the groups merge the different customer journeys into one , which we then   prototyped .     Insight   I discovered that process of sharing all information visually , and presenting the shared   insights visually is really effective to get everyone on   the same page and get everyone   involved in the process . It has the strong benefit that after the sessions , there really is a   shared understanding and drive to realize the solution together .    When I was just using words and group discussions without visualizations , often it appeared   that everyone was on the same page but after a few days I realized that was not the case .     Another insight I had was the importance of regularly summarizing visually , for instance   summarize the key findings . That really helped to ensure that everyone was still on board   and also eliminate any miscommunications that occurred when discussing together .      Approach   While the approach was successful , I believe that it would have been better to let   participants comment on their inspirational examples instead of just putting the examples   on a wall . Often it was one detail of the example that they found interesting , and that was   lost when we printed the example . Therefore the examples were barely used and referenced   in visualizing the solution .      I ’ve also learned that it is really important not to focus too soon at the possible solution that   was presented by the visualizations , but also take note of the implications of the presented   solution . For instance , we should have broadened our visualization , and also interview the   already digital customers and visualize their needs . Then we would have taken the effects of   the change on our already online customers into account .     So , while visualization is a very useful and powerful tool to help achieve a shared outcome ,   next time I will make sure that the scope of the project is clearly defined and includes all   relevant stakeholders ( in this case including the existing digital customers ) . Then it becomes   much easier to define the right scope for the visualization . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Bas Klaas
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Using Visualization to rethink the login process   Design Thinking for Innovation – Bas Klaas     Challenge    What is the point in providing great online banking tools , when the customer does n’t log in ?   In my company , a large bank , we encountered the problem that a large part of our   customers did n’t want to login online to use our banking tools .    Instead they went to our brick local branches , in far larger numbers than our competitors .   That was a big problem , because the costs of the physical banking activities at the local   branch are far greater than the costs of online banking activities , thus creating a large   competitive disadvantage .     In the past there had been efforts to optimize the login process . In the end this resulted in a   better technical login , but not an improvement in numbers of new customers that login . Our   challenge was described as : “ improve the login process so customers who now go to the   local branch , use our online banking tools instead ” .     Selection    How could we stay away from the trap of only marginally improving the login ? We decided   to use Visualization . This would help us to get to the core problem and come up with more   creative ideas . We could then combine the insights and really leap forward .      Another major reason to use Visualization was to get all team members aligned : we wanted   to prevent that in an early stage ideas where shot down because they were deemed   technically too challenging . Visualization helps to create a shared starting point for idea   generation , and enforces the notion that we all are going to work together to create the best   possible solution .     Application   We used Visualization in two ways : in presenting the information that we gathered as a   starting point and to visualize possible solutions .     In gathering information , we asked team members for inspirational examples they knew of   login processes . We printed these examples and pinned them on the walls . We also   interviewed and made videos of customers who visited our local offices , and asked them   what they liked about their visit ( we never mentioned our online channels ) . We showed   highlights of these video ’s to the team and visualized key remarks . We also made prints of   the current login screens , to show what customers encounter when they login . We then   asked the team members to draw what our customer encounters both physically and   mentally when trying to login . That provided powerful insights in which areas we needed to   improve .     In a session with all team members , we went through all the input on the wall and let   everyone identify possible improvements and opportunities . These were written on post - its ,   and grouped into key findings . We visualized the key findings to ensure that everyone had   the same understanding of the key finding and to make communication easier . Every team   member then identified the most important findings by placing stickers on them . That gave   everyone an insight in what the group thought was most important . 

 In visualizing the solution we split up our team members in small groups and asked them to   visualize their customer journey on paper . To help them , we prepared outlines of a   computer and mobile screen which they could use to fill in . When all groups had finished this   exercise , we pinned the papers on walls and focused our discussion on the unique elements .   That led for example to an interesting idea : add the local bank employees picture in the login   screen , because our customers value the familiarity of the local employee .   We then let the groups merge the different customer journeys into one , which we then   prototyped .     Insight   I discovered that process of sharing all information visually , and presenting the shared   insights visually is really effective to get everyone on   the same page and get everyone   involved in the process . It has the strong benefit that after the sessions , there really is a   shared understanding and drive to realize the solution together .    When I was just using words and group discussions without visualizations , often it appeared   that everyone was on the same page but after a few days I realized that was not the case .     Another insight I had was the importance of regularly summarizing visually , for instance   summarize the key findings . That really helped to ensure that everyone was still on board   and also eliminate any miscommunications that occurred when discussing together .      Approach   While the approach was successful , I believe that it would have been better to let   participants comment on their inspirational examples instead of just putting the examples   on a wall . Often it was one detail of the example that they found interesting , and that was   lost when we printed the example . Therefore the examples were barely used and referenced   in visualizing the solution .      I ’ve also learned that it is really important not to focus too soon at the possible solution that   was presented by the visualizations , but also take note of the implications of the presented   solution . For instance , we should have broadened our visualization , and also interview the   already digital customers and visualize their needs . Then we would have taken the effects of   the change on our already online customers into account .     So , while visualization is a very useful and powerful tool to help achieve a shared outcome ,   next time I will make sure that the scope of the project is clearly defined and includes all   relevant stakeholders ( in this case including the existing digital customers ) . Then it becomes   much easier to define the right scope for the visualization .
### Output: 