New Banking Experiences 2012 Brief

7/28/2019 New Banking Experiences 2012 Brief

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Project work 3 Course 5ID082MA Interaction Design, year 2Ume Institute of DesignFall semester 2012. Weeks 46 02

Introduction

Educational Aims

The aim of this project is for the students to gain experience with the process of designing a productor system where playfulness and ubiqutous computing are involved. Emphasis in this project isgive to experience prototyping and systemic thinking as methods for exploring user experience on aconceptual level.

The third major project in the Master Programme in Interaction Design at Ume Institute ofDesign (uid) focuses on Interaction Concepts where interaction design is explored in three levels

simultaneously: rstly, human-artifact-interaction level with the actual user interface in focus,secondly, socio-cultural level with focus on how and why people communicate through technologyand services, and nally systemic level where an holistic view is focusing on the bigger picture andemergence of digital eco systems.

Interaction Concept:Transformative Transactions:

Designing for New BankingExperiences


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In this third semester project the concept of Ubiqutous Computing, coined by Mark Wiser at XeroxPARC in 1991, is very prominent. Ubiqutous Computing is a post-desktop model of human-computerinteraction in which information processing has been thoroughly integrated into everyday objects andactivities. In the course of ordinary activities, someone using ubiquitous computing engages manycomputational devices and systems simultaneously, and may not necessarily even be aware that theyare doing so. This model is usually considered an advancement away from the desktop paradigm.

This project is carried out in collaboration with an industrial partner, and emphasizes integration ofhardware and software solutions in the nal design of the product. Tutoring by professional designersand experts are given at frequent intervals throughout the project.

Project theme: Transformative Transactions - Designing for New Banking Experiences

It is possible for a bank be a mediator of experiences, individual and/or collective, which shares valuefor the people, companies and the society? Can a bank deliver an experience that is broader than whatwe understand banking to be today?

In general, banking in todays world is an activity characterized as cold, distant and unapproachable.The bank sector is generally made by mythical brands, which present meaningful discourses but fewrelevant experiences. In this project you will explore if it is possible to establish a relation between abank and its users not by money but through the true understanding of the life of each of their users. Isit possible to transform a bank into a big panel of life, where the user is able to visualize itself and thenplan and manage each step of its life?

For this project, we ask you to think aboutfour dimensions of the banking experience:

Transformation

- This is the concept behind every communication at Ita. We aim to inspire new behaviors inpeople, life and society. We are interested in being connected with the users from an early stage to

every ritual of their lives, and contribute to the realization of dreams.- We want you to question what is the real value a bank is capable of delivering?

Transparency

- We want to promote transparency in the way users understand their nancial life and their relationwith people, companies and the society. We are interested in creating personalized and integratedchannels which respond to the behaviors and the demands of each user.

Thoughfulness

- To not lose the focus on the end-user we would like you to consider the idea of thoughtfullness asyou explore scenarios that relate to users real lives and real banking experiences.

- Consider how ubiquitous computing can capture detailed meta-data about the user and theirbehaviors, and how this information might be used to create more personalized banking experiences.- Draw from the rich history of banking, the market, and alternative currencies to inspire new ideasof simple, and supportive banking experiences.

Tangibility

- Within this project you are tasked with considering non-screen based interactions and transactions.You are tasked with thinking about how tangible and screen interactions inuence our perceptionsand experiences of banking systems, especially with the increasing digitization of money. Explorehow to integrate information and functionality more naturally and transparently with a focus ontangible interfaces and artifacts.

Solely screen-based designs such as phone applications or web services are not acceptableoutcomes for this project.


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Cooperating industry

partner:

Ellen KissInnovation and UX ManagerIta Unibanco

[email protected]

www.itau.com

Project tutor:

Tara MullaneyResearcher &PhD Student

Tara Mullaney is a scientist-turned-designer that loves exploring therealm of emotions and experiences.Her doctoral research investigateshealthcare experiences, witha focus on patient-technologyinteractions and how design

can be implemented within careenvironments to improve patientwellbeing and quality of life duringillnessMobile: 073 - 827 87 45

[email protected]: tara.mullaney


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About Ita Unibanco

Ita is the largest Latin American bank and one of the fteen largest banks on the planet, withapproximately 100,000 employees and operations in 20 countries throughout the Americas, Asia andEurope. We are a universal bank with a range of services and products serving the most varied clientprole both individuals and companies of all sizes, from major transnational groups to local micro-entrepreneurs. In Brazil, we have nearly 5,000 full-service branches and 28,000 ATMs.

We are recognized for our governance practices and our management, which is focused on thegeneration of economic, social and environmental value. With shares trading on the So Paulo(BM&FBovespa), Buenos Aires and New York stock exchanges, our company has been a component ofthe Dow Jones Sustainability World Index portfolio for the past 12 years. For the past four years, Itahas been a recipient of FT/IFC Sustainable Finance Awards: elected Sustainable Bank of the Year Emerging Markets in 2009 and 2010, Sustainable Bank of the Year in 2011 and, in 2012, SustainableBank of the Year Americas.

Our strategy is shaped by our vision, which is: To be the leading bank in sustainable performance andcustomer satisfaction. For Ita, sustainable performance means to create shared value for employees,

customers, shareholders and society, to ensure the longevity of the business.

Itas recurring net income reached $1.773 million (R$ 3.585 million) in the second quarter of2012. Our total assets amounted to $439.7 billion (R$ 888.8 billion), an increase of 12.0% in relationto the same period of the previous year. For nearly a decade now, Ita has been the most valuablebrand name in Brazil, valued at over $11.8 billion (R$24 billion) (Interbrand, 2011).

We seek to mitigate the impacts of our operations and therefore we take actions that stimulatethe entire value chain and generate important transformations along our value chain. We do itby incorporating socio-environmental criteria in all our businesses lines: credit, investments andinsurance.

We support our customers so that they have a healthier and more sustainable nancial life, throughour products and services, and through nancial literacy programs.

Itas micro-credit operation fosters nancial inclusion, entrepreneurship and local development insocially vulnerable communities.

We invest in the development of the people that work with us. One of the organizations principalstrategic themes is meritocracy, which aims to recognize and enhance the importance of our teamsin a fair and transparent organizational climate. We aim to inspire and mobilize our stakeholders tochange. In January 2012, we launched a publicity campaign inviting customers to opt for paperless,digital statements. Between January and March 2012, more than 600 thousand customers signed up

for the Paperless Ita campaign.

Itas social and cultural investments came to more than $21.6 million (R$ 43.8 million) in 2011.The bank has been a pioneer in supporting art and culture since the creation of the Instituto ItaCultural in 1987, and Ita currently owns one of Brazils largest private art collections.

About Itas brand: Transformation is the concept of every communication. We should inspire new behavior in

people, live and society. It is the reason why we create the brand experience. Energy and Optimism encourage the thinking. All the communication should be provocative. Closer we write as we talk. Our tone of voice is informal and uid.

Simple and Objective we go straight to the point, our text is clear and comprehensive

This is Ita, the global Latin American bank.


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Project Structure and Time Plan

The project is divided in four phases:

Week 45: Project Kickoff(Monday, Nov. 5th - Video Conference with Ita)Week 46: Phase 1, Initial research and design brief writingWeek 47 - 48: Phase 2, Ideation and initial concept development

Week 49 - 50: Phase 3, Concept nalizationWeek 51-03: Phase 4, Design communication and documentation

For detailed and updated schedule, see http://tinyurl.com/bo4c44z

Deliverables

WEEKLY1 minute videos summarizing your progress and work that week, to be posted online attransformative-transactions.posterous.se.Due every Monday at 9.00 so they can be used forMonday tutoring sessions.

PHASE 1to be delivered individually via email to Niklas, Tara and Ellen byFriday, Nov 16, at 13.00:

- an individual design brief (4-8 pages A4 pdf, 50-50 text/images) stating:your chosen design theme with references to sources of inspirationtime planchosen design methodsexpected deliverablesyour contact information (for Ellen and Tara) and blog address (if applicable)

PHASE 2to be delivered individually at the mid-presentation Thursday, November 29 (video conference

with Ita):- a presentation (15 minutes) of your research and concept ideation - both live and as pdf- initial concept development- an updated version of yoru personal brief

PHASE 3to be delivered individually at the nalized design presentation with Ita (in person) on Thursday,December 13th:

- a presentation (20 minute) where the nalized design concept is presented.

PHASE 4

to be delivered individually on Tuesday, January 15th at 15.00, via email to Niklas, Tara and Ellenso that Ita will be able to provide feedback on your nal work at the nal presentation.

- a process logbook (online or in pdf format) describing the design process in chronological order- a video (maximum 3 minutes in length) where the nal design is communicated to a non-designeraudience using visual storytelling.

to be delivered individually at the nal design presentation on Friday, January 18th (and videofeedback session with Ita).

- a presentation (20 minutes) showing your nal design- a physical experiential prototype of your design to be exhibited in the school- the deliverables stated in your brief

- three pictures (1024 x 768 px) with caption and a 200 words abstract of your project for webpublication on UIDs website

New Banking Experiences 2012 Brief

Documents

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