An example of how to involve stakeholders and users in developing new policy

1. VIA DESIGN
the danish competition and consumer authority
stakeholder driven
innovation
june 2012
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2. VIA DESIGN
background
This presentation summarises a stakeholder driven
innovation process that VIA Design facilitated for the
Danish Competition and Consumer Authority.
The purpose of the project was to increase
competition in the private banking market and to
test a design anthropological approach to policy
development.
The process has identified challenges and potentials,
generated a number of ideas and developed 5 policy
concepts that were tested on bank customers and
stakeholders within the sector.
© VIA Design 2012
www.viadesign.dk
For further information, please contact:
Sune Kjems
+45 2627 9392
sk@viadesign.dk
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3. VIA DESIGN
THE INNOVATION
PROCESS
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4. VIA DESIGN
the stakeholder driven
innovation process


Definition of purpose
& success criteria
Analysis of Idea generation


Prioritisation of ideas
key challenges with stakeholders
Concept development


Prioritisation of concepts
The project was implemented through a Bank customer test Stakeholder test


Final prioritisation
stakeholder driven innovation process.
This means that the process brought together a number of different methods
and 'tools from product and service development, anthropology and service design
and involved the representatives of the various stakeholder groups within the banking sector.
The structured innovation process: workflow -> prioritisation meeting -> workflow ensures that the project’s success
criteria form the basis for the decisions through the process. The Steering Group has continuously partly eliminated ideas
that can not live up to the various sub-criteria, and supported the work of those who continued in the process. Report
This brings the development process symbolically to look like a funnel.
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5. VIA DESIGN
1 | challenges & ideas


Definition of purpose
& success criteria
Analysis of Idea generation


Prioritisation of ideas
key challenges with stakeholders
Concept development


Prioritisation of concepts
Bank customer test Stakeholder test


Final prioritisation
Report
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6. VIA DESIGN
analysis of key challenges
An analysis workshop generated a number of themes based
on quantitative and qualitative data.
Subsequently themes were translated into 11 challenge
cards including individual potentials. 11 challenges/potentials
quantitative and qualitative data
visualisations of the bank customers
and the banks processes 16 relevant situations
INPUT OUTPUT 2 selected target groups
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7. VIA DESIGN
idea generation
To generate ideas in plenary was – apart from specific
disciplines in the Competition and Consumer Authority
– a number of special skills, including in innovation,
behavioural economics, technology, IT, banking, etc.
invited
Subsequently, the workshop 650 comments and 6
conceptual ideas translated into 40 idea cards. 6 conceptual ideas
650 comments
challenge cards
INPUT OUTPUT 40 idea cards
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8. 

VIA DESIGN
prioritering af ideas
The 40 idea cards were divided into three categories:
1. Ideas that require further conceptualisation
2. Ideas that deals with political regulation
3. Ideas for policy recommendations - directly to the final report
Ideas for conceptualization was further prioritised according to three
criteria: 14 ideas to conceptualisation
• Increases idea consumer mobility / motivation to switch bank
• Increases idea consumer activity in relation to their own bank(s)
• Should we use resources on the idea
40 idea cards
14 ideas to regulation
5 ideas to report
INPUT OUTPUT
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9. VIA DESIGN
2 | policy concepts


Definition of purpose
& success criteria
Analysis of Idea generation


Prioritisation of ideas
key challenges with stakeholders
Concept development


Prioritisation of concepts
Bank customer test Stakeholder test


Final prioritisation
Report
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10. VIA DESIGN
concept development
The 14 selected idea cards to further conceptualisation were clustered
into categories and qualified into 8 key concepts.
categories
14 idea cards
8 concept cards
INPUT OUTPUT
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11. prioritization of concepts 

VIA DESIGN
The 8 concept maps were prioritized according to four criteria:
• What ideas have immediately the greatest potential
• Is the idea politically feasible?
• Can the idea's impact be measured?
• Does the idea generate value relative to the investment?
5 policy concepts were selected and subsequently translated into
5 concepts selected for testing on bank customers
5 user scenarios that show the concept in practice.
8 concept cards
5 user scenarios
INPUT OUTPUT
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12. VIA DESIGN
3 | response


Definition of purpose
& success criteria
Analysis of Idea generation


Prioritisation of ideas
key challenges with stakeholders
Concept development


Prioritisation of concepts
Bank customer test Stakeholder test


Final prioritisation
Report
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13. VIA DESIGN
bank customer test
The 5 user scenarios, 11 challenge cards and 5 ideas were
tested at 8 bank customers.
Subsequently, responses were collected in a report with
main conclusions and recommendations.
11 challenges
report
5 ideas
5 user scenarios
INPUT OUTPUT
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14. VIA DESIGN
stakeholder test
Finally the Competition and Consumer Authority invited a number
of key political stakeholders in the banking market for a half-day
workshop.
The purpose of the workshop was to present the policy concepts
and the process for stakeholders and allow them to comment and
qualify the concepts.
The five concepts were well received by stakeholders, who had a
number of suggestions on how they could be optimized.
The input from the stakeholder and the user test provides the basis
for the Competition and Consumer Authority’s reflection on the
finalisation of the policy concepts.
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15. VIA DESIGN
final results and deliverables
The project results were evaluated to 8.3 on a scale of 0-10.
5 policy concepts visualised as user scenarios
final report including key conclusions and recommendations
and review of the process and results
users response to concepts,
ideas and challenges
annex
journeys target groups windows of opportunity challenges & potentials idea catalogue
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