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https://miro.com/app/board/o9J_lj1dJ-E=/?invite_link_id=3953246877
Here is our Miro board with our ideation surrounding the new problem statement (challenge question). When completing this ideation, we kept in mind that the solution is for KeyBank, a relatively conservative, medium-sized bank. Key also did not want a completely new product or an expensive major-change solution from us. For this reason, we didn't record many of our completely illogical ideas, such as having dinner with each and every customer to get to know them better.
With our variety of potential solutions/solution attributes, we began to narrow down to the ones that were the simplest to implement as well as ones that were fairly realistic. We considered a revamp of the call center as that is a problem area, but figured that the implementation of this would be a long and pricey process. We also thought about an entire digital experience update to improve usability, but this it would not target the main issue we are trying to solve. While these two major improvements may help increase promoters, leading to a higher NPS, they aren't completely focused on our problem statement. Some things we considered, such as rewarding every customer who takes a survey, would be too expensive for Key to implement, and people would find a way to take advantage of this. Others, like giving everyone a dedicated account manager who keeps up with the day-to-day action of accounts, would be completely illogical to implement. We went through every idea we generated and considered whether it had potential for Key, which lead us to our top ideas.
We had three goals for the solution we wanted to create. After conducting our research, we wanted our solution to foster a positive personal relationship between customers and the bank. We decided our first two goals would be to show KeyBank cares about their customers and listens to the issues their facing. This would in turn benefit Key because they can get direct feedback on their processes and find out exactly what is going on. This leads us to our third goal: learning. By implementing a plan with these three elements, Key will be able to make their customers feel favorable and trusting of KeyBank while Key gets to benefit from direct feedback on their processes to learn exactly what problems customers are facing.
Our other top idea was to better customers' online experience. Through our empathy interviews, we learned that customers really like having a digital aspect of their banking experience. We wanted something that would favor this common want and encourage people to feel this convenience with KeyBank. Creating something digital that is very user-friendly, secure, and easy to access, would help customers feel more at ease and trusting about their online banking and KeyBank in general. This would help to increase promoters, especially customers who would rather do online banking compared to going to the physical branch.
From our ideation, we had a few ideas we really liked. This list contains the top things we considered when designing the prototypes.