How does Human Centered approach revolutionise finance products

Context: We have created a new User Experience and Service Design for one of the leading institutions in Italian finance sector.

Outcome: A digital user interface and a more efficient service system design

Methods: Google Design Sprint workshops, User personas, Use Case Scenarios, Service Blueprint diagram, Product Backlog, User review.

Our client, who is amongst the biggest financial institutions of Italy, had been operating within the same digital platform since years and was in need of an enhanced user experience and service system design. We have initiated a digital service innovation working in collaboration with client, following agile method, and delivered a new user experience working across all service system stakeholders.

PROCESS: DISCOVER – DESIGN – DELIVER

 We followed the 3Ds method as main approach to this case, which consists of 3 main steps through digital transformation; Discover, Design and Deliver. Thanks to this approach, we were able to have a holistic view of the system before proceeding into drafting solutions.

Generally speaking, at the discover phase, we use methods to collect data such as user interviews and task analysis. Through interviews we map the system requirements, analyse tasks and understand necessities. Reflecting on the results of the task analysis, we project user personas in which the main actors and their function within the service ecosystem are defined. Then we proceed to create use case scenarios and user journey maps where we analyse macro and micro functions the system actors need to accomplish. Based on these use case scenarios, we move on with the creation of the actual service system idea.

The design phase is where we initiate the first ideas that generate the new user experience.

To arrive at the solution ideas in collaboration with the client, we utilise Google Design Sprints, where we make the client an active participant of the design process. At this phase we still conduct user interviews where we introduce the micro changes on the design draft, always having an agile mindset, then test and verify these updates with the client through user testing.

The deliver phase is where we put ourselves in 1:1 contact with IT department and discuss the feasibility of our design solution, evaluating backlog activities and product specification requirements. Thanks to our knowledge in IT we have feasibility as main requisite.

DISCOVER PHASE

In complex systems like finance sector, discovery is the backbone of the digital transformation. Making a thorough discovery in which the necessary amount of time was dedicated helped us understand the system that the users are operating in and facilitated the creation of a user friendly and feasible design proposal. Here are the steps we followed at this stage.

Discover: Understanding the client profile

This is undeniably an important part of the creative process of design journey, but during the research part, it becomes highly essential. Different client profiles require a different style of communication, as people with different skills and mindsets approach issues differently. Since our client is in the finance sector, we had a didactical approach; making the task analysis part detailed and thorough, ensuring to understand the functions of the existing system completely. This approach has speeded up the following steps as the clients did not have to go over the same things again as we move on with digital service creation phase.

Discover: Importance of task analysis

While working across finance sector, especially in such complex systems where many actors are involved in user workflows, it is essential to understand the tasks that need to be carried out to accomplish service functionalities.

We have utilised online mind mapping tools and user interview method during task analysis process. We have organised online interviews and meetings with stakeholders that work on different functionalities of the service system to map out all the tasks of the system scenario.

Through having a clear vision of the existing user, we were fully equipped for the Design Sprints we carried out that were the essential elements of the digital transformation process.

Discover: Mapping out possible use case scenarios

In order to map use case scenarios and define pain points of the existing system, an elaborate understanding of the system and its actors is necessary. We conducted 1:1 interviews based on Design Thinking methods and share the use case scenarios via Miro tool during our workshops with clients, aiming to understand their point of view and requesting their intellectual contribution.

DESIGN PHASE

After having insights from the discover phase, we moved on with the creation of the digital user interface, starting from low fidelity wireframes until we arrive at an interactive digital mock up.

Design: From low fidelity mock ups to the real digital user interface

During our workshop, we had worked on the use case scenarios with clients and through dot voting method, we already have a selection of possible design solutions based on their feedback. Reflecting on these solutions, we moved on with the creation of low fidelity wireframes that represent and improve these solutions, making them come alive on paper. Then we transformed these sketches into a functioning prototype, which brought us to the next steps in which we tested and verified it with actual users.

Design: Agile methodology

At ITVP we utilise agile methodology to carry the client though all steps of the innovative process, reducing costs and time spent. We are in touch with client on a regular basis, as we test together different features and unfold different functionalities of the system idea. Clients are involved in the digital transformation journey when necessary, respecting their time limitations, and are updated about the iterations.

We carried out User Testing methods with our clients in order to receive their feedback on the usability of the prototype as they browse through various workflows. As we carry out also the user testing remotely, we encouraged our client to keep their focus on the user workflow and express their feedback out loud, meanwhile supporting this feedback through questionnaires and our personal contacts.

DELIVER

Being an IT Consultancy firm and Software house, we construct our digital design proposals considering efficiency and possible restrictions. We have worked with Product Specification tool to communicate every single aspect of our design proposal and ask for their feedback.

As a next step, we created a product backlog to ensure all the micro tasks are mapped within a feasibility frame. Then, keeping in touch with the IT team, we have discussed the limitations and frameworks of feasibility.

The product lifecycle, of course, does not finish at this stage. Through a flexible way of working, we keep ourselves open to carry out further iterations on the digital product, keeping in mind the notion of adding value to business across the right digital transformation strategy, keeping the service delivery cycle in ongoing development.

Conclusions

Having a human centered approach throughout the digital transformation journey in the field of finance is particularly crucial since financial systems have a massive load of data flow and user friendliness becomes highly important to ensure ease of use and comprehensibility of these flows. Dividing the process into phases with structured manner is essential to understand the micro steps needs to be taken. Having a user centered mindset and putting the business needs above all can enhance the chances of arriving at a user friendly digital transformation solution.