NUS design students create innovative financial services The design of services is now an established component of the Industrial Design programme in the Division of Industrial Design at National University of Singapore.
Final service proposals were communicated with customer journey maps, and the detailed design of touchpoints, such as: graphics, webpages, interfaces, and products.
One of the ways that this is taught is through a semester-long project which introduces students to the emerging discipline of Service Design. This project aims to research issues and people, and translate the wisdom generated into novel, practical service concepts.
Four teams of student designers created services under the theme of People and Money.
In a recent Service Design project, teams of students were asked to consider the theme of People and Money. Students were free to explore this theme and find something interesting and relevant to focus on.
• CHARGE - credit card system, helping new card users manage monthly spending
Primary and secondary design research activities, exploring global issues and specific current user experiences, uncovered insights into user behaviours, wants and needs. These were translated into opportunities for service products.
• Step into Fund Campaign - entertainment-based giving, targeting commuters
Target users were modelled as personas - generated from primary ethnographic research data. Early concepts were refined and developed, through further research and experience prototyping. Such prototyping was used by the students to test and improve service touchpoints and user interactions.
• CURA - improving students' experience of the flag day collection
• GIVERS - connecting donating to shopping
Presented here are selected highlights of the teams’ output.
Thanks to staff from the Customer Experience Group of OCBC Bank, for providing regular guidance and inspiration.
For more information, or if you would like to know more about collaborating and working with staff and students of the Division of Industrial Design at NUS, contact: Paul Wormald
[email protected]
Service Design at National University of Singapore
Title of Service:
CURA donation kit Description:
Touchpoints:
To improve the activities of flag day, or 'tin can', charity collecting and donating, particularly addressing the negative experience of school children who stand for several joyless hours on the street hoping to raise money.
• Novel collecting bag, replacing the traditional collecting tin.
Designers: Loke Ying Zhen Rachel Wong Yang Tzu Tsuan Yew Jing Yuan
• Creative graphics 'game' - part of the process of collecting and giving out 'flags'. • Web portal for students to learn about charities before collecting, and to track donations afterwards.
Service Design at National University of Singapore
Title of Service:
CHARGE credit card Description:
Touchpoints:
Looking at the issue of virtual vs real money, this service targets new credit card users. The service provides users with continuous, updated information on their credit card spending, so that they can be more in control of their ongoing monthly finances.
• Innovative credit card, with technological feature to indicate real-time actual and target spending on the card.
Designers: Katy Ho Felicia Clare Paul Yu Yue Yucas Habiibah Aziz
• In-depth web portal to enable thorough control and offering support in the management of the user's real and virtual spending.
• Mobile application to aid shopping, and provide information on account.
• Marketing material.
Service Design at National University of Singapore
Title of Service:
GIVERS card Description:
Touchpoints:
Linking shopping and donating, the GIVERS card service offers users the chance to make considered, substantial donations as they shop, and then allocate their giving to selected charities through a dedicated web portal.
• New payment card.
Designers: Seth Chiam Kwek Wen Shu Jonas Wenke
• Dedicated donating device, located at the payment tills in shops. Shoppers use a physical 'dialling' action to choose their level of donation connected to their purchase. • Web pages, through which users can monitor their 'GIVERS' account, and consider which charities, NGOs, causes etc. they wish to direct their donations towards.
Service Design at National University of Singapore
Title of Service:
Step into Fund Campaign (Fun:D) Description:
Touchpoints:
To raise awareness, and funds, for a non-profit organisation. Targeting selfish givers, providing them with a platform to donate while receiving entertainment in return. The service is situated in Singapore's SMRT Circle Line train network.
• Station posters and graphics promoting the campaign.
Designers: Adelene Wee Deborah Paterson May Lee Priscilla Lee
• Short, entertaining films playing between stations to tell a series of connected people-centred stories about the campaign.
• Wayfinding graphics to guide travellers. • Special SMRT train carriage prepared with video screens and sound system.
• In-carriage graphics promoting the campaign. • Dedicated donation 'gates' for givers at their destination stations.
Service Design at National University of Singapore
