Wish you were here! – 500 postcards final
•Download as PPTX, PDF•
2 likes•896 views
This document summarizes a large-scale research project involving 500 postcards and interviews with 147 customers to understand their experiences and mental models of banking. The research involved branch observations, cultural probes, deeper story interviews, and home interviews. The project generated a large amount of data, including 390 postcards, 23 interviews, and 868 stories total. Analyzing and synthesizing this large volume of data into meaningful insights for stakeholders presented numerous challenges. The document outlines lessons learned around the research method, stakeholder communication, analysis process, and logistics of the large project.
Recommended
Recommended
More Related Content
Similar to Wish you were here! – 500 postcards final
Similar to Wish you were here! – 500 postcards final (20)
Recently uploaded
Recently uploaded (20)
Wish you were here! – 500 postcards final
- 1. Wish you were here! 500 Postcards & we still need the full story A case study of the trials and tribulations of a large scale research project Louise Long (NAB) @longlou John Murphy (Design4Use) @JohnMurph_
- 2. What were we trying to do?
- 3. How did we approach the research?
- 4. 4 © Copyright 2014 Tom Fishbourne
- 5. How did we approach the research?
- 9. Interviews
- 10. 10 Mental models of banking
- 12. Analysis Challenges 12 Heaps and heaps of data 147 Customers 390 Postcards 23 Interviews 868 stories in total
- 13. 13 © Copyright 2014 Tom Fishbourne
- 14. Analysis Challenges 14 Heaps and heaps of data 147 Customers 390 Postcards 23 Interviews 868 stories in total
- 15. Getting the data into everyone’s head Analysis Challenges
- 16. Synthesis & final result
- 17. Stakeholder Challenges Split personality to keep the stakeholders happy
- 18. 18 Lessons learned Lessons learned Lessons learned Method Stakeholder communication Analysis Logistics Louise Long (NAB) @longlou John Murphy (Design4Use) @JohnMurph_ © Copyright 2014 Tom Fishbourne
Editor's Notes
- Overall Gain a deep understanding the Customer eXperience for all aspects of Personal Banking i.e. What are customers current experiences? What is their ideal or target experience? (or at least what aspects are important to an ideal experience) Context To be used throughout the bank as a support to Net Promoter Score (NPS) providing clues as to WHY To be used by people and teams NOT especially familiar with UX (e.g. 7000 people in building alone) Lots of research budget and a reasonable time frame Already done for origination – straightforward insofar as Well defined stepwise process Lots of interaction with bank Problems Personal banking is PERSONAL (use example of technology now being in our personal lives) Servicing a personal account is much more about a bunch of ad-hoc interactions
- Several different methods Objective to use different methods to investigate different aspects of servicing e.g. transactions versus complaints or closing accounts AND triangulate the different methods Final goal – to get good context rich stories. Techniques & Expectation of each - Branch observations > immediate transactions - Cultural probe > honest accounts of complaints, disputes and interactions with accounts of context Interviews in-context (home) > strong understanding of influence of context, less ‘stuffy’ than in bank Interviews at NAB > complex interaction stories such as variations to home loans Anticipated Issues How we get Team of 4 full time + 2 part time across all the data? How will this work with the analysis?
- Several different methods Objective to use different methods to investigate different aspects of servicing e.g. transactions versus complaints or closing accounts AND triangulate the different methods Final goal – to get good context rich stories. Techniques & Expectation of each - Branch observations > immediate transactions - Cultural probe > honest accounts of complaints, disputes and interactions with accounts of context Interviews in-context (home) > strong understanding of influence of context, less ‘stuffy’ than in bank Interviews at NAB > complex interaction stories such as variations to home loans Anticipated Issues How we get Team of 4 full time + 2 part time across all the data? How will this work with the analysis?
- Context 2 rounds 6 people City, suburban Public area and net to tellers Goods Some good stories Easy to model teller workflow Bads Very little context Most people did not want to talk in detail or at all (i.e. Who the hell are you?) Analysis – lots of fragments and hard to get stories with context
- Context 50 participants Probe set up as postcards to identify individual data points (describe idea of postcards versus diary) Recruited participants (some for specific types of interactions) Offered both electronic and hard copy Idea for participant to write and post stamped and addressed card into mail each time they interacted with bank over a 2 week period.
- Context Idea also was to use interaction to prompt customer for another deeper/more significant story that left a good or bad impression Goods Lots and lots of stories Bads Uncontrolled deeper stories – somewhat hit and miss Often missing context for deeper understanding Analysis – lots of work to analyse the hardcopy postcards Big box almost lost in the post and then arrived v.late holding up schedule – don’t do this around Christmas!!!
- Context 23 interviews Many out of hours recruited participants (some for specific types of interactions) Expected to get some stories but not necessarily frank information Goods Participants were able to relax and tell good stories aided by a technique of mental maps…
- Goods (cont’) Technique of mental map Zoom Maintain context Make sense in analysis Simplify complexity Demo customer understanding and perspective Bads Almost none really apart form the late hours!
- Context 3 people City, suburban in context of personal banking Goods Good stories with context of real life e.g. small travel agent office (split between working and personal banking) e.g. retired couple with highly detailed paper ledger Bads Time and effort to arrange and travel logistics Some interviews were held at arms length within home context
- More data in the postcards than we could use Refining the data into stories i.e. raw data into mini stories
- More data in the postcards than we could use Refining the data into stories i.e. raw data into mini stories
- Role playing and main stories Persona adoption and sharing sessions Aretefacts Mental model diagram
- Louise Rich understanding of customer experiences Guidelines for what is important to customers in servicing Practical integration of emotion into banking UX Link with NPS scoring as a feeling indicating WHAT is wrong Tool to help explain WHY it is wrong
- Louise ½ of room for showing off ½ of room for analysis Better if could have partition
- Louise Method Challenge constraints – in-depth interviews can bring out personal stories with care in how they are organised and run would use this method if only time and budget for one method Communication with stakeholders Balance between keeping stakeholders informed and maintaining project time Analysis First pass over data to create mini-stories Important to create and maintain profiles with large images and display publically to maintain empathy Role play Logistics Very important to plan cultural probe well – Christmas episode