Design Thinking :   A way to leverage digital transformation on credit   unions in Latin America 

 Challenge   For the last three years , I ’ve working with credit unions in Latin America to leverage their digital   transformation .   Most of these organizations have born as local and very little , their leaders and manager   are usually people with very limited formation and skills . 

 But , some of them grow and become as important and complex as a traditional local bank .   In this process   they tend to lose their AND :   the main objective of credit unions is to empower their associates , give them   a feeling of community and has the sensibility of their needs as persons that are immerse into their   families , their little business , their jobs . 

 So , the challenge is to design digital solutions that must resolve many of the internal complexity of credit ,   investments and saving banking process meanwhile it preserves and reinforce the credit union and that   sense of engagement and attachment . 

 Selection   I did select Storytelling . 

 It seems to me the most appropriate tool because the challenge of Credit Unions is to build and keep   strong connections with their customers . 

 Credit Unions are quite different to typical banks .   A customer of a credit union demands a personalized   communication , thy expect to be known as individuals . 

 The use of Storytelling – it was my hypothesis – would rebuild a personal connection between the   employees and the customer .   It would help to create an emotional attachment . 

 Rather than think in generic ideas o solution , the personification of customers in all their dimensions will   leverage a real digital transformation where the solutions will be oriented to create value to the   customer . 

 Storytelling it ’s a great tool to understand and discover relevant insights to improve the customer   experience and generate real value . 

 Application 

 The “ what is ” question   For this phase we use Customer Persona , Collage and Customer Journey Maps . 

 We move a relevant group or people to a big open space ( no chairs , just cushion on the floor ) and we   introduce them the concepts of the tools , we illustrated with one of two examples using the tell story   format , we developed a little example and them , we let the participants work . 

 Usually we have at least four teams of four members each one and they have the assignment to build a   Customer Persona Profile .   It ’s is amazing the quantity and the quality of useful information that is   collected . 

 Then , every team has to expose to the other teams their Customer Persona in order to get feedback . 

 The next assignment for each team is to locate three people ( actual customers ) that fulfill – reasonably-   the Customer Persona and using the Collage technique to build and Empathy Map . 

 The next step is to use these insights to build the actual Customer Journey Map .   Because the feelings   are the main stone of the Customer Journey , those previous activities give them a perfect background to   perform a high - quality job . 

 And we finish this phase with a curate activity to identify a minimum of three and a maximum of five   common problems that our final customers have . 

 At the end , we have and excellent knowledge of the current situation that let us to continue with the   next phase . 

 The “ what if ” question   For this phase , we use the common problems that we identified previously and we rearrange our teams .    Using post - if in a very big blackboard we start to receive ideas and make a previous classification . 

 We use also the personification technique , where one of the members of another team has to assume   the role of one of the customer personas and give feedback about each one of the ideas . 

 Together , we decide how many ideas are we going to consider to build a new ideal Customer Journey   Map . 

 The “ what wow ” question   In this phase , the teams build a new customer journey map and they incorporate the preselect ideas . 

 We encourage the use of all the preselected and qualified ideas in this new customer journey map . 

 We use many pictures for the creation and at the end it must be possible to write a fluent story that   describes each activity , felling of the customer and also the felling of the people in charge to interact   with the customer . 

 We use mockups in those cases where it is required interaction , for physical spaces and for digital tools . 

 Once the new customer journey is built and we have the support material ( stories and mockups ) . We   initiate another discovery activity with a customer focus group for a final validation . 

 We prefer the implementation of ideas the requires one month or least to implement , because it allows   us to verify . 

 The “ what works ” question   We implement the idea and start the follow up activities in order to get feedback .   Sometimes we have   to introduce minor adjustments , but in other cases , we decide to change or archive the idea . 

 Every time we confirm success , we communicate it to all the organization using very positive messages   and giving a small gift to the members of the teams .   The use of patch with phrases as “ I ’m part or the   team that made it possible ” has given us great satisfaction . 

 Insight   The use of Storytelling gave more than I expected . 

 It not only let us design in an incremental way real value solution that were validated by real customers . 

 But , probably the must relevant thing , I learned that I can get better results if I use the knowledge and   skills or the internal people .   The traditional approach to digital transformation is the implementation of   “ best practices ” to optimize the process in terms of time and cost but not necessary since the customer   experience perspective . 

 Using Storytelling let us to get a deep comprehension of what is important for the customer and how   can an organization as a credit union , design and orchestrate internally with the support of digital tools   beautiful and very different solutions to gain fidelity , satisfaction and engagement . 

 Approach   Next time I would like to emphasis in the concept of “ value generation ” and less in technology . 

 When I started , I had and objective :   to find the best way to introduce digital tools to improve the customer   experience .   But I did realize that technology is just on piece of this kind of integral solutions .   In many   cases , the support of technology was marginal , and the insights and ideas not necessarily required   technology changes . 

 I also would like to have teens with more diverse people .   The teens I defined were selected by silos or   departments .   During the activities of the “ what if ” , if was absolutely evident the great value and richness   of the insights and ideas that emerged of the interaction of people of different areas , skills and formation . 

 I would be nice if I convince the top manager to participate just as spectators because some of them were   skeptical .   They have doubts and fears that did affect the confidence of the teams . 

 And I would like to work with more support material , more colors , more sketches , more graphics , more   things to release people creativity . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
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: Design Thinking :   A way to leverage digital transformation on credit   unions in Latin America 

 Challenge   For the last three years , I ’ve working with credit unions in Latin America to leverage their digital   transformation .   Most of these organizations have born as local and very little , their leaders and manager   are usually people with very limited formation and skills . 

 But , some of them grow and become as important and complex as a traditional local bank .   In this process   they tend to lose their AND :   the main objective of credit unions is to empower their associates , give them   a feeling of community and has the sensibility of their needs as persons that are immerse into their   families , their little business , their jobs . 

 So , the challenge is to design digital solutions that must resolve many of the internal complexity of credit ,   investments and saving banking process meanwhile it preserves and reinforce the credit union and that   sense of engagement and attachment . 

 Selection   I did select Storytelling . 

 It seems to me the most appropriate tool because the challenge of Credit Unions is to build and keep   strong connections with their customers . 

 Credit Unions are quite different to typical banks .   A customer of a credit union demands a personalized   communication , thy expect to be known as individuals . 

 The use of Storytelling – it was my hypothesis – would rebuild a personal connection between the   employees and the customer .   It would help to create an emotional attachment . 

 Rather than think in generic ideas o solution , the personification of customers in all their dimensions will   leverage a real digital transformation where the solutions will be oriented to create value to the   customer . 

 Storytelling it ’s a great tool to understand and discover relevant insights to improve the customer   experience and generate real value . 

 Application 

 The “ what is ” question   For this phase we use Customer Persona , Collage and Customer Journey Maps . 

 We move a relevant group or people to a big open space ( no chairs , just cushion on the floor ) and we   introduce them the concepts of the tools , we illustrated with one of two examples using the tell story   format , we developed a little example and them , we let the participants work . 

 Usually we have at least four teams of four members each one and they have the assignment to build a   Customer Persona Profile .   It ’s is amazing the quantity and the quality of useful information that is   collected . 

 Then , every team has to expose to the other teams their Customer Persona in order to get feedback . 

 The next assignment for each team is to locate three people ( actual customers ) that fulfill – reasonably-   the Customer Persona and using the Collage technique to build and Empathy Map . 

 The next step is to use these insights to build the actual Customer Journey Map .   Because the feelings   are the main stone of the Customer Journey , those previous activities give them a perfect background to   perform a high - quality job . 

 And we finish this phase with a curate activity to identify a minimum of three and a maximum of five   common problems that our final customers have . 

 At the end , we have and excellent knowledge of the current situation that let us to continue with the   next phase . 

 The “ what if ” question   For this phase , we use the common problems that we identified previously and we rearrange our teams .    Using post - if in a very big blackboard we start to receive ideas and make a previous classification . 

 We use also the personification technique , where one of the members of another team has to assume   the role of one of the customer personas and give feedback about each one of the ideas . 

 Together , we decide how many ideas are we going to consider to build a new ideal Customer Journey   Map . 

 The “ what wow ” question   In this phase , the teams build a new customer journey map and they incorporate the preselect ideas . 

 We encourage the use of all the preselected and qualified ideas in this new customer journey map . 

 We use many pictures for the creation and at the end it must be possible to write a fluent story that   describes each activity , felling of the customer and also the felling of the people in charge to interact   with the customer . 

 We use mockups in those cases where it is required interaction , for physical spaces and for digital tools . 

 Once the new customer journey is built and we have the support material ( stories and mockups ) . We   initiate another discovery activity with a customer focus group for a final validation . 

 We prefer the implementation of ideas the requires one month or least to implement , because it allows   us to verify . 

 The “ what works ” question   We implement the idea and start the follow up activities in order to get feedback .   Sometimes we have   to introduce minor adjustments , but in other cases , we decide to change or archive the idea . 

 Every time we confirm success , we communicate it to all the organization using very positive messages   and giving a small gift to the members of the teams .   The use of patch with phrases as “ I ’m part or the   team that made it possible ” has given us great satisfaction . 

 Insight   The use of Storytelling gave more than I expected . 

 It not only let us design in an incremental way real value solution that were validated by real customers . 

 But , probably the must relevant thing , I learned that I can get better results if I use the knowledge and   skills or the internal people .   The traditional approach to digital transformation is the implementation of   “ best practices ” to optimize the process in terms of time and cost but not necessary since the customer   experience perspective . 

 Using Storytelling let us to get a deep comprehension of what is important for the customer and how   can an organization as a credit union , design and orchestrate internally with the support of digital tools   beautiful and very different solutions to gain fidelity , satisfaction and engagement . 

 Approach   Next time I would like to emphasis in the concept of “ value generation ” and less in technology . 

 When I started , I had and objective :   to find the best way to introduce digital tools to improve the customer   experience .   But I did realize that technology is just on piece of this kind of integral solutions .   In many   cases , the support of technology was marginal , and the insights and ideas not necessarily required   technology changes . 

 I also would like to have teens with more diverse people .   The teens I defined were selected by silos or   departments .   During the activities of the “ what if ” , if was absolutely evident the great value and richness   of the insights and ideas that emerged of the interaction of people of different areas , skills and formation . 

 I would be nice if I convince the top manager to participate just as spectators because some of them were   skeptical .   They have doubts and fears that did affect the confidence of the teams . 

 And I would like to work with more support material , more colors , more sketches , more graphics , more   things to release people creativity .
### Output: 