OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign Up / Login or Learn more

UPDATE: 12/5 Bridging the Digital and Physical Service Experience

Creating personalized and consistent experiences for those banking online or in person that fosters trust and security.

Photo of Flora null
7 9

Written by

Who is your idea designed for and how does it support the dreams and obligations of those 50 and older?

Tech savvy 50+ who value face to face banking experiences and are worried about security and consistency.

Online Experience

Customer signs into their local Credit Union website. When they need help, they will choose a video chat option.

Selecting the video option will prompt a tech check that will ensure audio, video, internet speed and notify them that it is a secure connection. Once connection is secure, a local bank representative will appear on the screen. Note, the online banking experienced is solely controlled by the customer. The customer is driving the experience via guidance from the teller. NO REMOTE ACCESS. Once the session is finished, there will be an option to download a chat transcript if that option was used. They can rate the call and service, similar to start ratings used in Uber. They can also view a summary of actions completed during session.

In-Person Experience

Whenever possible the customer will be connected to the same teller that assisted in the online experience. If not, the substitute teller will have access to session notes to insure consistency of service.

Update on 12/5

User Journey

Image title

Image title
We've created a digital prototype of our live video call service, which can be found here:

After creating this prototype, we tested it with a few members of our target audience (50- to 65-year-olds).

Image title

Here are a few key takeaways from our user testing: 
1. Users liked that they were talking to a real person from their own bank, someone that they could see.
2. Users might not want to turn their own camera on (they’d probably be using this service at home, and one user explained that she might not be looking very “presentable”). Another users said it would feel "weird" if the representative could see her.
3. When the user does the video call, they feel like the experience is more personalized and that they are more valued. They also feel more secure talking about their accounts from their own home (instead of in public, or on their mobile phones).
4. One user said he would probably not use this service because he passes by his bank branch every day on the way to work, so he'd rather just go in and talk to someone in person.
5. Users liked getting a summary of what they had done during the conversation.

Based on these takeaways, we are doing the following in our design:
1. Emphasizing that users do not have to turn out their own camera (and make sure that they do not feel pressured to do so), but keeping the option for those who feel it would be helpful.
2. Optimizing the feature for a desktop experience
3. Highlighting the tasks that were accomplished during the conversation, and giving users the option to download a transcript of their conversation

Future Directions:
1. Online scheduling calendar that will allow you plan a call with a local bank representative in advance. (For example, similar to scheduling a Genius appoint at Apple Stores). This will be especially useful for users who may have busy schedules and who are not often able to get to their bank branch.
2. Helping users to prepare a draft of paperwork during a conversation online, and then sending these drafts to the physical branch for authorization and execution. This allows for more cohesion between the online platform and the physical experience.

Final Presentations:

Image title

Image title

What early, lightweight experiment might you try out in your own community to find out if the idea will meet your expectations?

Walk them through a banking experience using screen share options in tools such as Google Hangouts or Skype. We can also wireframe to simulate the experience to see if it is intuitive for them to use.

What skills, input or guidance from the OpenIDEO community would be most helpful in building out or refining your idea?

Can you provide us with online customer service experience data? Or any similar customer services experiences. Is there customer relationship management systems currently in place at Credit Unions?

Tell us about your work experience:

Brian, Angela, Sam, Amanda and I are graduate students at the NYU Tandon School of Engineering.

This idea emerged from

  • A group brainstorm
  • A student collaboration


Join the conversation:

Photo of Anne-Laure Fayard

@flora and team: great update and really interesting learnings from your user testing!
Great presentation yesterday! You should definitely add a couple of photos and key learnings. 

Check this idea which builds upon similar insights. 

View all comments