Design Thinking for Innovation      Assignment Paper - AL 

 1 | P a g e 

 Challenge : 

 I work for a Consulting and Technology Services Company that provides services to banks and we are   working with a client Bank that needed to update its Mobile Banking offering since it believed that despite   all its rich functionality , its customer were still not using the mobile banking application as effectively as   they thought they would . Customers were still relying on older and more comfortable banking channels   like Branches , ATMs and Online Banking . 

 A specific challenge was picked up to reduce manual effort and human intervention : Mobile Check Deposit   Feature . The challenge was to relaunch the service with enhanced features to ensure that customers   used their mobile banking feature to deposit checks instead of coming to the Branch to deposit the same   or deposit them at ATMs . This would reduce manual check processing effort and also reduce the burden   on Branch staff and push the feature to a more automated approach using the Mobile Check Deposit   Service . 

 Selection : 

 I selected the Mind Mapping Tool to understand the data that we had gathered on the customers using   Mobile Banking . I needed to understand any patterns that might exist and draw insights from the data   that we had on the service usage . We had access to data for the last 12 months on : 

 •   How many customers ( of all the retail banking customers ) used Mobile Banking   •   Customer segments by age , income and geography   •   How many had used the Check Deposit Service in Mobile Banking   •   How many had initiated but not completed the transaction   •   How many customer had successfully completed the transaction   •   What was the average number of transactions per week and month : for the Bank and per   customer 

 I decided to use the mind mapping tool to gather relevant information from the data we had that would   enable us to better understand the Bank ’s customers and how some were successfully using this services   but more importantly why most were not using this service . 

 I believed this tool would help me get insights into their service usage patterns and challenges and would   enable me to establish the criteria that would enable idea generation ; ideas that would then translate to   actual features resulting in service enhancements . 

 Application : 

 I followed the below process to apply the mind mapping tool : 

 •   Analyze the customer data that used Mobile Banking Services and specifically this services   •   Create a matrix of the customer segments so that we could actually meet customers to use the   tool . 

 Design Thinking for Innovation      Assignment Paper - AL 

 2 | P a g e 

 • I invited 5 customers from each segment resulting in an overall   size of 30 customers .    • We blocked a large conference room at the bank and displayed   some non - confidential facts about the service and data we had   gathered .    • My team and I then walked them through the information we   had and the various below themes to understand their challenges .   We asked them to put down their thoughts for the below areas : 

 �   What features of the service appealed to them and what   did not ? 

 �   Ease of use of the check deposit feature : was the service   self - explanatory and easy to use ?   �   User experience : Did the customers think the service   flow was logical with least number of steps ?   �   Risks and Fears : Did the customers feel there were any   risks or have any fears on using this service ?   �   Motivational feature : What would they want to make   them use this service more ?   •   We gave them sticky notes to put down their thoughts in the 3 above areas . We had large white   boards where they could place their sticky notes in the relevant areas . The intent was to capture   their minds around what worked and what did not . 

 •   They spent about 3 hours with us through this exercise . We started to draw mind - maps based on   the inputs they provided us . We were able to group similar feedback and experiences to draw   inferences or insights . 

 Insight : 

 We got the following key insights from the inputs we gathered from the customers : 

 •   The age group 18 - 30 was the open to trying the service   •   The age group > 50 years was the least open to trying the service .    •   The age group > 50 liked to meet a banker or go to an ATM since they needed immediate and   physical confirmation ( receipt ) of the check deposit .    •   The most common reasons / challenges for not using the service were :   o Lack of confirmation / receipt   o Difficulty in taking a picture of the check    o Not sure of what to do with the actual physical check 

 This feedback gave us insights into key areas we needed to focus on when we designed an enhanced /   improved service . This information gave us the design criteria that the design for the new improved   service should have . We had started to get ideas around how to make the check image capturing process   easier , how to provide transaction confirmations etc . 

 Design Thinking for Innovation      Assignment Paper - AL 

 3 | P a g e 

 Approach : 

 Given our ability to successfully understand the Bank customer ’s minds around their likes , dislikes ,   apprehensions , fears or challenges for using the Mobile Check Deposit Service ; I think we will continue to   use this Mind Mapping Tool for further assignments that need us to understand the customer ’s   perspective on a particular service offered by the bank . 

 Given our experience in analyzing the as - is / current data , I believe we will spend less time in analyzing   current data and more time will be spent with the customers to ensure right insights are gathered . We   will use the data to create the right customer profile that needs to be brought in for the mind - mapping   exercise . 

 We have 3 other services that need to be studied and we believe we will continue to use the Mind- Mapping tool in the near future too . 


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 for Innovation      Assignment Paper - AL 

 1 | P a g e 

 Challenge : 

 I work for a Consulting and Technology Services Company that provides services to banks and we are   working with a client Bank that needed to update its Mobile Banking offering since it believed that despite   all its rich functionality , its customer were still not using the mobile banking application as effectively as   they thought they would . Customers were still relying on older and more comfortable banking channels   like Branches , ATMs and Online Banking . 

 A specific challenge was picked up to reduce manual effort and human intervention : Mobile Check Deposit   Feature . The challenge was to relaunch the service with enhanced features to ensure that customers   used their mobile banking feature to deposit checks instead of coming to the Branch to deposit the same   or deposit them at ATMs . This would reduce manual check processing effort and also reduce the burden   on Branch staff and push the feature to a more automated approach using the Mobile Check Deposit   Service . 

 Selection : 

 I selected the Mind Mapping Tool to understand the data that we had gathered on the customers using   Mobile Banking . I needed to understand any patterns that might exist and draw insights from the data   that we had on the service usage . We had access to data for the last 12 months on : 

 •   How many customers ( of all the retail banking customers ) used Mobile Banking   •   Customer segments by age , income and geography   •   How many had used the Check Deposit Service in Mobile Banking   •   How many had initiated but not completed the transaction   •   How many customer had successfully completed the transaction   •   What was the average number of transactions per week and month : for the Bank and per   customer 

 I decided to use the mind mapping tool to gather relevant information from the data we had that would   enable us to better understand the Bank ’s customers and how some were successfully using this services   but more importantly why most were not using this service . 

 I believed this tool would help me get insights into their service usage patterns and challenges and would   enable me to establish the criteria that would enable idea generation ; ideas that would then translate to   actual features resulting in service enhancements . 

 Application : 

 I followed the below process to apply the mind mapping tool : 

 •   Analyze the customer data that used Mobile Banking Services and specifically this services   •   Create a matrix of the customer segments so that we could actually meet customers to use the   tool . 

 Design Thinking for Innovation      Assignment Paper - AL 

 2 | P a g e 

 • I invited 5 customers from each segment resulting in an overall   size of 30 customers .    • We blocked a large conference room at the bank and displayed   some non - confidential facts about the service and data we had   gathered .    • My team and I then walked them through the information we   had and the various below themes to understand their challenges .   We asked them to put down their thoughts for the below areas : 

 �   What features of the service appealed to them and what   did not ? 

 �   Ease of use of the check deposit feature : was the service   self - explanatory and easy to use ?   �   User experience : Did the customers think the service   flow was logical with least number of steps ?   �   Risks and Fears : Did the customers feel there were any   risks or have any fears on using this service ?   �   Motivational feature : What would they want to make   them use this service more ?   •   We gave them sticky notes to put down their thoughts in the 3 above areas . We had large white   boards where they could place their sticky notes in the relevant areas . The intent was to capture   their minds around what worked and what did not . 

 •   They spent about 3 hours with us through this exercise . We started to draw mind - maps based on   the inputs they provided us . We were able to group similar feedback and experiences to draw   inferences or insights . 

 Insight : 

 We got the following key insights from the inputs we gathered from the customers : 

 •   The age group 18 - 30 was the open to trying the service   •   The age group > 50 years was the least open to trying the service .    •   The age group > 50 liked to meet a banker or go to an ATM since they needed immediate and   physical confirmation ( receipt ) of the check deposit .    •   The most common reasons / challenges for not using the service were :   o Lack of confirmation / receipt   o Difficulty in taking a picture of the check    o Not sure of what to do with the actual physical check 

 This feedback gave us insights into key areas we needed to focus on when we designed an enhanced /   improved service . This information gave us the design criteria that the design for the new improved   service should have . We had started to get ideas around how to make the check image capturing process   easier , how to provide transaction confirmations etc . 

 Design Thinking for Innovation      Assignment Paper - AL 

 3 | P a g e 

 Approach : 

 Given our ability to successfully understand the Bank customer ’s minds around their likes , dislikes ,   apprehensions , fears or challenges for using the Mobile Check Deposit Service ; I think we will continue to   use this Mind Mapping Tool for further assignments that need us to understand the customer ’s   perspective on a particular service offered by the bank . 

 Given our experience in analyzing the as - is / current data , I believe we will spend less time in analyzing   current data and more time will be spent with the customers to ensure right insights are gathered . We   will use the data to create the right customer profile that needs to be brought in for the mind - mapping   exercise . 

 We have 3 other services that need to be studied and we believe we will continue to use the Mind- Mapping tool in the near future too .
### Output: 