Abstract
This paper presents a case study where a research team applied service design tools through the design process of new financial services for the poor. Service design tools were applied to immerse the research team into the reality of small business owners, which were also microcredit customers, living in poor neighborhoods of Northeast Brazil. Such tools were helpful not only to enforce a user-centered approach for the project but also to understand the stakeholder’s expectations and aims. Design activities consisted of contextual interviews with small business owners and research team interaction and ideation, including: fieldwork debriefing with pictures; journey maps; personas; scenarios; service design blueprint; wireframes and mockups. We present lessons learned from the application of this user- centered design process supported by service design tools.
Keywords
service design tools, design process, field research, collaborative teamwork, financial services
DOI
https://doi.org/10.21606/servdes2016.38
Citation
Candello, H., Pinhanez, C., Millen, D.,and Bianchi, S.(2016) Service Design Tools to Explore Financial Services for Poor Microbusiness Owners, in Morelli, N., de Götzen, A., & Grani, F. (eds.), ServDes 2016: Service Design Geographies, 24–26 May, Copenhagen, Denmark. https://doi.org/10.21606/servdes2016.38
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Research Papers
Service Design Tools to Explore Financial Services for Poor Microbusiness Owners
This paper presents a case study where a research team applied service design tools through the design process of new financial services for the poor. Service design tools were applied to immerse the research team into the reality of small business owners, which were also microcredit customers, living in poor neighborhoods of Northeast Brazil. Such tools were helpful not only to enforce a user-centered approach for the project but also to understand the stakeholder’s expectations and aims. Design activities consisted of contextual interviews with small business owners and research team interaction and ideation, including: fieldwork debriefing with pictures; journey maps; personas; scenarios; service design blueprint; wireframes and mockups. We present lessons learned from the application of this user- centered design process supported by service design tools.