Illimity is an Italian banking start-up that provides a wide range of banking services for both individuals and businesses only through digital channels. The bank aims at proposing new services tailored to its potential clients, and therefore it has created a community where, through different activities and games, it can collect the ideas of the users, research their financial habits and evaluate their needs. In this context, this thesis investigates the opportunity of the bank to offer financial services to groups of people who want to share expenses, save together, or participate in crowdfunding projects. To achieve this goal, the Service Design Thinking process (exploration, creation, reflection, and implementation) was applied. In the first phase, it was investigated how financial institutions are adapting their business models to the dynamics between users that had emerged during the digital era and how physical products can facilitate the experience of a customer when using new digital services. In the creation phase, it was analyzed the illimity target and its offer to propose a new product-service system which consists of new features in the app for enabling clients to control their finances when performing the banking activities described before, with their friends, family, or communities. During the reflection phase, the first concepts for the app features were prototyped, allowing to carry out user tests and a survey through the community website. These tests and the survey results allowed to identified that the potential clients do not widely know these types of financial services and that there is still some distrust and lack of knowledge when performing transactions in a purely digital bank. Therefore, it is identified the opportunity of proposing a product as a physical touchpoint of the service that provides tangibility to the group activities through a phygital experience and data representation to enhance the perception of trust of those virtual interactions. In turn, the mediator object will raise awareness regarding this kind of collaborative finance services. Consequently, there were defined the customer journeys to design in detail the digital and physical components of the service, including the app interface, the formal and technical characteristics of the product and how they work together. Finally, there were applied some service design tools to establish the stakeholder map and roles, and the service blueprint of the proposed service system, allowing to define how it could be implemented by illimity. This project explored how the financial sector can implement design tools to propose services that fit the needs of users in the digital era, and moreover, it represent an example of how the role of product designers has diversified contributing in the creation of service systems that can include in their journey the use of physical artifacts facilitating the adoption of digital services and engaging the user thanks to phygital interactions.
Illimity è una start-up bancaria italiana che offre una vasta gamma di servizi bancari sia a privati che a imprese esclusivamente attraverso canali digitali. La banca mira a proporre nuovi servizi su misura per i suoi potenziali clienti, e quindi ha creato una comunità in cui, attraverso diverse attività e giochi, può raccogliere le idee degli utenti, ricercare le loro abitudini finanziarie e valutare le loro esigenze. In questo contesto, questa tesi esamina l’opportunità della banca di offrire servizi finanziari a gruppi di persone che desiderano condividere le spese, risparmiare insieme o partecipare a progetti di crowdfunding. Per raggiungere questo obiettivo, è stato applicato il processo di Service Design Thinking (esplorazione, creazione, riflessione e implementazione). Nella prima fase, è stato studiato il modo in cui gli istituti finanziari stanno adattando i loro modelli di business alle dinamiche tra gli utenti emersi durante l’era digitale e in che modo i prodotti fisici possono facilitare l’esperienza di un cliente quando utilizzano nuovi servizi digitali. Nella fase di creazione, è stato analizzato il target di illimity e i suoi prodotti per proporre un nuovo sistema di servizio-prodotto che consiste in nuove funzionalità nell’app per consentire ai clienti di controllare le proprie finanze durante lo svolgimento delle attività bancarie descritte prima, con i loro amici, la famiglia o dentro una community. Durante la fase di riflessione, i primi concetti per le nuove funzionalità dell’app sono stati prototipati, consentendo di eseguire test utente e un sondaggio attraverso il sito Web della community. Questi test e i risultati del sondaggio hanno permesso di identificare che i potenziali clienti non conoscono ampiamente questo tipo di servizi finanziari e che c’è ancora una certa sfiducia e mancanza di conoscenza durante l’esecuzione di transazioni in una banca puramente digitale. Pertanto, viene identificata l’opportunità di proporre un prodotto come un touchpoint fisico del servizio che dà tangibilità alle attività del gruppo attraverso un’esperienza phygital e la rappresentazione dei dati cercando di migliorare la percezione della fiducia di tali interazioni virtuali. A sua volta, l’oggetto mediatore aumenterà la consapevolezza riguardo a questo tipo di servizi finanziari collaborativi. Di conseguenza, sono stati definiti i percorsi dei clienti per progettare in dettaglio i componenti digitali e fisici del servizio, tra cui l’interfaccia dell’app, le caratteristiche formali e tecniche del prodotto e il modo in cui lavorano insieme. Infine, sono stati applicati alcuni strumenti di service design per stabilire la mappa degli stakeholders e i suoi ruoli così come la mappa di service blueprint, consentendo di definire come potrebbe essere implementato questo sistema in illimity. Questo progetto ha esplorato il modo in cui il settore finanziario può implementare strumenti di design per proporre servizi che soddisfino le esigenze degli utenti nell’era digitale e, inoltre, rappresenta un esempio di come il ruolo dei design di prodotti si è diversificato contribuendo alla creazione di sistemi di servizi in grado di includere nel loro viaggio l’uso di artefatti fisici che facilitano l’adozione di servizi digitali e coinvolgono l’utente grazie alle interazioni phygital.
Ilde : a hybrid device for illimity bank. The development of a product-service system to manage collaborative financial activities
LLAIN URIBE, KELLY JOHANNA
2018/2019
Abstract
Illimity is an Italian banking start-up that provides a wide range of banking services for both individuals and businesses only through digital channels. The bank aims at proposing new services tailored to its potential clients, and therefore it has created a community where, through different activities and games, it can collect the ideas of the users, research their financial habits and evaluate their needs. In this context, this thesis investigates the opportunity of the bank to offer financial services to groups of people who want to share expenses, save together, or participate in crowdfunding projects. To achieve this goal, the Service Design Thinking process (exploration, creation, reflection, and implementation) was applied. In the first phase, it was investigated how financial institutions are adapting their business models to the dynamics between users that had emerged during the digital era and how physical products can facilitate the experience of a customer when using new digital services. In the creation phase, it was analyzed the illimity target and its offer to propose a new product-service system which consists of new features in the app for enabling clients to control their finances when performing the banking activities described before, with their friends, family, or communities. During the reflection phase, the first concepts for the app features were prototyped, allowing to carry out user tests and a survey through the community website. These tests and the survey results allowed to identified that the potential clients do not widely know these types of financial services and that there is still some distrust and lack of knowledge when performing transactions in a purely digital bank. Therefore, it is identified the opportunity of proposing a product as a physical touchpoint of the service that provides tangibility to the group activities through a phygital experience and data representation to enhance the perception of trust of those virtual interactions. In turn, the mediator object will raise awareness regarding this kind of collaborative finance services. Consequently, there were defined the customer journeys to design in detail the digital and physical components of the service, including the app interface, the formal and technical characteristics of the product and how they work together. Finally, there were applied some service design tools to establish the stakeholder map and roles, and the service blueprint of the proposed service system, allowing to define how it could be implemented by illimity. This project explored how the financial sector can implement design tools to propose services that fit the needs of users in the digital era, and moreover, it represent an example of how the role of product designers has diversified contributing in the creation of service systems that can include in their journey the use of physical artifacts facilitating the adoption of digital services and engaging the user thanks to phygital interactions.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/150526