Involving 10.000s of users to optimize an online bank
Hellobank! Co-Creation Event
get together interested prospective customers
work and collaborate with them intensely
to develop services
that no bank is offering so far
The leading idea
It was spring 2012 when CortalConsors reached out to us with a rather unusual inquiry “Could you support us with the Launch campaign for Hellobank! in Germany?”. USEEDS° is a well-known pioneer for user-centred design, but
campaigns are not really something we do on a daily basis. So our answer was “Yes, sure, but it will be a user-centred event”. They agreed and we started designing the biggest online and offline co-creation event ever.
Listen and Understand:
the Question phase
In the first phase, we wanted to get inspired by people. Let them be demanding, let them question the core business of our client, let them define the topics of Phase 2, the actual Ideation workshop. With our campaign website hellobank.de users could enter their questions and gain points to win one of the few “tickets to Berlin” to the Ideation event. “Why do I have to go to the ATM, why doesn’t it come to me?” Questions like that one already made us think about future
services. In the end of phase 1, we had a huge pile of about 1,400 questions. We needed to dig through all of them, to find our topics for the workshop. We stood in front of these walls of questions not knowing exactly what to expect. It was like opening an old book in an antiques shop. We did not know what stories would emerge and how they are connected or what topics were most interesting to the community of participants.
As a result we had chosen three leading questions for the three days of Online and Offline Ideation in phase 2. The leading questions:
- How to manage my money easily and quickly?
- How can banking become more personal?
- How can banking be more inspiring?
The Ideation event
Our aim was bold: we wanted to include the whole Online Community we created in phase 1 in the Ideation workshop. The set-up we designed allowed the Community to continuously watch what was happening through cameras and a live ticker.
So far so good for the entertainment part. But we also wanted them to participate, so we had one person joining the creative teams whom we called the “Avatar”. The Avatar spoke for the community (connected via a live blog) and wore
Engaging the user:
the set up
We all know online co-creation initiatives like Tschibo, ideo, Starbucks etc. But when I tried to get involved in this initiative as a customer, I always missed something.