Article | Service Design Geographies. Proceedings of the ServDes.2016 Conference | Service Design Tools to Explore Financial Services for Poor Microbusiness Owners
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Title:
Service Design Tools to Explore Financial Services for Poor Microbusiness Owners
Author:
Heloisa Candello: IBM Research, Brazil Claudio Pinhanez: IBM Research, Brazil David Millen: IBM Research, Brazil Silvia Bianchi: IBM Research, Brazil
Download:
Full text (pdf)
Year:
2016
Conference:
Service Design Geographies. Proceedings of the ServDes.2016 Conference
Issue:
125
Article no.:
016
Pages:
192-204
No. of pages:
13
Publication type:
Abstract and Fulltext
Published:
2016-05-17
ISBN:
978-91-7685-738-0
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press, Linköpings universitet


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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

Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Heloisa Candello, Claudio Pinhanez, David Millen, Silvia Bianchi
Title:
Service Design Tools to Explore Financial Services for Poor Microbusiness Owners
References:

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Service Design Geographies. Proceedings of the ServDes.2016 Conference

Author:
Heloisa Candello, Claudio Pinhanez, David Millen, Silvia Bianchi
Title:
Service Design Tools to Explore Financial Services for Poor Microbusiness Owners
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