With our case study, we would like to show, how we maximized the input from online users into a locally run service co-creation workshop for "Hello bank!". We will show different channels for interaction with and for users and we will also discuss our learnings. Our goal is, that you walk out with some new ideas, how you could integrate your users into your innovation process. Held at Service Experience Camp 2013 in Berlin by Fabian Klenk and Manuela Risch, USEEDS°

1. Case study „Hello bank!“ – Integrating users
into on- and offline co-creation
Service Experience Camp, Berlin Sep. 14th 2013
Fabian Klenk & Manuela Risch

2. USEEDS° user centred thinking
User centred
Creative

3. USEEDS° user centred thinking
What do we want to talk about?
User centered
Service
Innovation
through an off- and online
co-creation workshop
3

4. USEEDS° user centred thinking
Our goal for today
Walk out with some new ideas,
how you could integrate users
into your innovation process.
4

5. USEEDS° user centred thinking
Our Client
Simple
Smart
User taylored
à How?
5

6. USEEDS° user centred thinking
Our leading idea:
Get together interested
prospective customers,
who will be in the center of the
process
to develop services
that no bank is offering so far.
6
User
Centered
Service
Innovation

7. USEEDS° user centred thinking
First challenge:
No Hello bank! customers (so far)
7

8. USEEDS° user centred thinking 8
Campaign

9. USEEDS° user centred thinking
Second challenge:
Find or invent great services
9

10. USEEDS° user centred thinking 10
Design Thinking
Co-Creation

11. USEEDS° user centred thinking
Third challenge:
Including everyone in the process of
finding an answer
11

12. USEEDS° user centred thinking
Online and offline
12

13. USEEDS° user centred thinking
Involve users in all stages
ask, vote and
comment questions
be part of the
workshop team
watch live
be actively involved
online
rate ideas
13
May16th
June21st
The questions The workshop The answers
June16th

14. USEEDS° user centred thinking
May16th
June21st
The questions The workshop The answers
June16th
14

15. USEEDS° user centred thinking
Your questions lead to the answer!
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16. USEEDS° user centred thinking 16

17. USEEDS° user centred thinking 17

18. USEEDS° user centred thinking 18

19. USEEDS° user centred thinking 19
How can banking be
more inspiring?
How to manage my
money easily and
quickly?
How can banking
become more
personal?
Simplicity
Being digitally close
Gamification

20. USEEDS° user centred thinking
Question phase
- Involvement impossible to plan ahead
- Ressources not predictable
- Trolls, tricking the system
+ Phantastic input from users
+ Great basis for workshop
+ User Insights for later stages
20

21. USEEDS° user centred thinking
May16th
June21st
The questions The workshop The answers
June16th

22. USEEDS° user centred thinking

23. USEEDS° user centred thinking
Moderator
Information
Architect
Financial
Expert
Service Design
Expert
Researcher
UX
Designer
Avatar
UsersUsers
Product
Designer
23

24. USEEDS° user centred thinking
Workshop
(in Berlin)
Online
Community
Users on
location
Live-stream Community-
input & ideas

25. USEEDS° user centred thinking 25
User

26. USEEDS° user centred thinking
Users on location
- Organization time-consuming
- One further factor of uncertainty
+ Active & knowledgable
+ New perspective every day
+ Visible proof for „User“-centered
26

27. USEEDS° user centred thinking
Camera Microphone
User
27

28. USEEDS° user centred thinking 28

29. USEEDS° user centred thinking
See and understand what‘s
happening
- Technical challenges
- Streaming restricts workshop schedule
- Finding ones way into the workshop
+ Being very close to the workshop team
+ Enable online participation
+ Transparency and public perception
29

30. USEEDS° user centred thinking
Camera Microphone
Connection
to community
moderator
User
Best of
community
(Skype)
30
Community
voice

31. USEEDS° user centred thinking
The Chat
Bi-directional channel for the community
User discussions
Moderated

32. USEEDS° user centred thinking 32
Best of
community
Connection
to community
moderator

33. USEEDS° user centred thinking
Community voice in workshop
- Delayed interaction
- Selection & interpretation
+ Being able to actually participate live
+ Live evaluation of ideas
+ Backup participants
33

34. USEEDS° user centred thinking
May16th
June21st
The questions The workshop The answers
June16th

35. USEEDS° user centred thinking 35

36. USEEDS° user centred thinking
The Answers
- Translation of workshop idea for voting
- Time slot for voting
+ Results every evening
+ Indication of service relevance
36

37. USEEDS° user centred thinking
Involve users in all stages
ask, vote and
comment questions
be part of the
workshop team
watch live
be actively involved
online
rate ideas
37
May16th
June21st
The questions The workshop The answers
June16th

38. USEEDS° user centred thinking
User interactions
Effort / Money Effect for UCSI
Question phase *** ***
Users on location * **
See what‘s happening *** **
Community voice in
workshop ** ***
Answers ** *(**)

39. USEEDS° user centred thinking
Project summary
- Pressure to quickly implement services
+ Relevant and tangible service ideas
+ Communicated „User-centered“-ness
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40. USEEDS° user centred thinking
connect with us:
Fabian.Klenk@useeds.de
Manuela.Risch@useeds.de
follow us on twitter: @useeds
see project results: www.hellobank.de

41. info@useeds.de l www.useeds.de
© USEEDS° GmbH
Friedrichstr. 209
10969 Berlin
Tel.: +49 30 340 6005-0
Burchardstr. 19
20095 Hamburg
Tel.: +49 40 696 669-139
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