ServDes 2016

1. IBM Rational Design
Service design tools to explore financial services
for poor microbusiness owners
Heloisa Candello,Claudio Pinhanez, David Millen, Silvia Bianchi

2. AIMS
transfer knowledge acquired in the
field to project team members?
• Which service design tools should be used to
apply transferred knowledge
from fieldwork activities to create new financial
services and applications?

3. Design Research
Design Research
User centred design approach
Reeves (2006), Nieveen (2006), Plomp (2007)
Preliminary Research Prototyping phase Assessment phase Reflection and
documentation

4. Design Research
(Candello, 2012)

5. Project team
The project team was composed of people from diverse
backgrounds:
• Design Research
• Visual Design
• Computer Science
• Social Computing
• Project management
• Human-computer Interaction.

6. Preliminary Research
Investigation
Icapuí and Fortaleza
• September 2014
• Successful microfinance
Institution in the Northeast of
Brazil
• 20 semi-structured interviews
• One week fieldwork
• Data collected comprised of 25
hours of recorded audio files,
315 pictures and field notes

7. Microcredit Services based on
Solidarity Groups

8. 01 Understanding Field Studies with pictures

9. What did we investigate?
A merchant that has
group and individual loans
• Financial activity
• Financial instruments
• Financial logistics
• Business Management
• Saving behavior
• Physical social network
• Payment methods
• Technology adoption

10. Understanding Field Studies with pictures
DisadvantagesAdvantages
• Loan workflow
• Role of the bank agent
• Anxiety was decreased
• Not a linear process
• Role of the bank agent
• Data analysis was not completed

11. Journey Map workshop

12. 02 Journey Map workshop

13. 02 Journey Map workshop
DisadvantagesAdvantages
• Identify Touch points
• Innovations
• Further Research
• Drawbacks in the service
process
• 15 service innovation
opportunities
• Narrow view – Merchants

14. 03 Service Blueprint

15. 03 Service Blueprint
DisadvantagesAdvantages
• Invisible line
• To put the ideas into the service
process
• Role of the Bank agent
• Informal credit
• To include all the service process
details in one illustration

16. Formal and Informal Practices

17. 04 Stakeholder map

18. 04 Stakeholder
DisadvantagesAdvantages
• Refine project aims
• Expectations
• Superficial conversation

19. 05 Persona

20. Informal practices: Fiado
20
Fiado: Local business owners sell products to customers
based on trust that the customer will pay for it in the
future and knowledge of their financial situation.
• Payback date is nego1able
• No interest
• Based on community
knowledge and trust
• Significant future cash flow

21. Prototyping phase
06 Future scenario

22. 06 Future scenario
DisadvantagesAdvantages
• Clarify the flow
• Identify backend technical issues
• Team integration
• Only one cycle
• Manage deep technical
discusssions

23. 07 Illustrated interface scenarios workshop

24. 07 Service Mockups
DisadvantagesAdvantages
• Materialize concepts
• "So, this is when the magic
happens.”.
• Define elements for the screen
• Sketching is awkward for some
team members.

25. 08 Service Mockups

26. 08 Service Mockups

27. 27
• 08 design tools
• Promote common ground
understanding
• Handle team anxiety
• Test with users
• Help designers in similar
situations
• Support of Project Managers
Discussion and further work

28. Thanks!
Heloisa Candello
hcandello@br.ibm.com