Compare Design Packages

Context:

• they already have an deep understanding of their targets' needs, pain points and aspirations (including draft personae)

• their product team understands user centricity

• their developers are used to work with an agile framework

Diagnostic:

• They understand this is more than just building a secure API, this shouldn't be just left to technical people as it also relies on human emotions for adoption (does it feel safe? Am I sure there won't be hidden costs? Is it a SCAM? Will it go onto my credit card? etc.).

• This requires a great deal of attention to user experience before (e.g. awareness & buy-in) during (e.g. reassurance to minimise drop out rate) and after purchase (e.g. limit defaulting).

• they understand this project requires a service design approach to create a meaningful, seamless and profitable experience.

Context:

They understand they have a double sided platform with users that have very different needs on each side

Retailers:

• a small online shop won't need the same features and support as a major retailers

• inside retailers we'll find decision makers who'll decide to adopt the service, developers (some in-house, some eternal) who'll implement, analysts who'll download weekly/monthly reports in various formats, accountants...

Consumers: who are the end-users of the payment system and therefore have the needs detailed in scenario A

What they need:

• A lot of behind-the-scenes interactions will occur in the delivery of this service in order for customers to experience a smooth payment.

• Lots of different needs have to be taken into account in the design of the solution.

• Most importantly, we see here that what we call “the solution" is not merely a piece of software but a set of processes coordinating the interactions of a handful of stakeholder, some relying on the technical expertise delivered through the payment API, some by humans, some by the clever messages, interface and notifications on the end-user screen.

Context:

• B2C retailers/customers and their B2B counterparts have really different needs and pain points (e.g. several stakeholders may be involved in a B2B purchase)

• Meaning this larger scope potentially doubles the research and personae building work

What they need:

• A strong emphasis on user research is needed to accurately prioritise the needs of the many stakeholders in this brief.

• It is crucial to have a well laid out plan (delivered in this mission in the shape of a service blueprint and user stories) to be able to make the best use of developers (limited) time, once this goes into production.

• Service design can help build a meaningful experience for both B2B and B2C customers, a functional and coherent set of tools for stakeholders on the retailers side and a profitable business for the bank.