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NUS DID Platform: Service Design / Jan - Apr 2012 Jonas Wenke Kwek Wen Shu Seth Chiam

A0093403M A0073457Y A0087919J

CONTENTS 1. 2. 3. 4. 5. 6. 7. 8.

Project Context / Donating and Shopping Insights and Opportunities Persona Service Proposition Customer Journey Map / Givers System Service Blueprint Service Touchpoints Experience Prototyping

3 6 8 10 12 13 14 23

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

1. PROJECT CONTEXT / Donating and Shopping ISSUE: Donating

ISSUE: Shopping In order to give our project a strong and believable local context, we observed the very Singaporean phenomenon of shopping. One only has to look at the abundance of shopping malls in Singapore to infer that we absolutely love shopping. We then noticed an interesting phenonmenon - the donation box at the cashier table.

We engaged the project by looking at act of donating for a charitable cause. Donation is a complex and tedious social phenomenon. Most importantly, donation requires a certain level of commitment from the donor. We realised that there are two extremes when it comes to the amount of commitment required when making a donation and mapped it out accordingly:

Donation boxes are commonly placed next to the cash register. Shoppers with spare change may opt to drop their coins or notes into the donation box. We went shopping ourselves and photographed donation boxes in the retail space. Most boxes were empty and the shoppers we interviewed did not care about it. This is due to the following problems which we identiﬁed:

HEAVY COMMITMENT Large, one-off donations. Regular, repeatable donations (monthly or yearly).

SMALL COMMITMENT Short donation drives (e.g. Flag) Donation boxes. Small irregular donations.

CHARACTERISTICS Long engagement period. Stable and strong relationship. Long-term exchange of value. Follow up action. Large ﬁnancial liability. Large emotional liability. Strong degree of trust.

CHARACTERISTICS Short engagement period. Temporary and weak relationship. Immediate exchange of value. No follow ups. Small ﬁnancial liability. Small emotional liability. Lower degree of trust.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

PROBLEMS Only accepts coins. Tiny and insigniﬁcant design. Security measures that look too aggressive (chains). No feedback and information on where the money goes. The donation box system is ineffective. In the current shopping experience, donating is not a part of the picture. To shoppers, donating at the cashier counter is treated as an afterthought. We feel that is no point having the donation box at the cashier table if they are not an effective avenue for donations.

1. PROJECT CONTEXT / Donating and Shopping USER GROUP Based on our analysis of commitment levels in donating, we ﬁgured it would be possible to categorise donors into two general categories. Most existing donation services only cater to these two groups of individuals:

“COMMITED DONOR”

“CASUAL” DONOR

? Goodwilled individuals with the passion to help.

Individuals who are lukewarm about donating.

Mature and/or well off with the means to commit to a large donation.

Young and/or without the means to commit to large donations.

TARGET USER

It be observed from the above infographic that there is a type of individual whose needs are not currently fulﬁlled. They are individuals with the passion to help but without the means to commit to large donations.

USER DEMOGRAPHICS

USER CHARACTERISTICS

Men and Women Aged between 21-30 years old Monthly income of $400-$3000

Our target user is the good willed individual who is passionate about helping the unfortunate. They are financially stable and live a comfortable life. They love shopping and spending on themselves and their loved ones. Unfortunately, they are not particularly well-versed in banking products and services. They believe in the idea of donating cash to support the needy but lack the financial or emotional capacity to make substantial commitments. The target user is youthful and energetic. They are individualistic and prefer to invest in products/services that reflect their personality. However, they are mature enough to understand the importance of security and professionalism in banking products and services.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

1. PROJECT CONTEXT / Donating and Shopping STAKEHOLDERS

PLACE

Banks

Retailers

Shoppers

Charitable Organisations

Retail shops

We feel that there should be systems in place for charity organisations and retailers to collaborate. Banks could be involved as well to pull shoppers in and entice them to donate after they shop for items at a retailer. We think this would allow for an interesting service proposition as there are currently no products or services in the market that effectively ties up banks, retailers, shoppers and charities. The collaboration will be mutually beneﬁcial for all stakeholders.

Website (bank/ charity/ retail) The primary places of engagement would be the retail shops, in which the purchase of items and donation will occur. The website would be a key service “location” as well as the target audience is expected to be fairly tech savvy. Our service project should ﬁt seamlessly into these places.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

2. INSIGHTS AND OPPORTUNITIES SECONDARY RESEARCH Movements such as Occupy Wall Street have put major banks in a bad light.

Upward trend of people giving more in spite of the recession.

Major banks, along with big MNCs, are seen as part of the corrupt 1% manipulating democratic process, and the role of Wall Street in creating economic collapse . Therefore, transparency is imperative to make the system trustworthy for users.

Since 2004, there has been a global upward trend in donations and philanthorphy. The total annual amount donated has increased from £9.4 billion in 2004, to £11 billion in 2010/11. There has been an increase in the amount of donations from individuals. In fact, it is growing at a faster rate than corporate giving.

HOW MIGHT WE... Let users to be constantly in touch with the money that is accumulated through their involvement and interaction with the system? Show the users that the bank and retailers are working together with them for the beneﬁt of those in need? Give the user power to channel their money to whichever charity or project they so desire?

Even in Singapore, local donors are becoming more generous and are giving more. Along with non-residents who are supporting local charities.

(Source: NCVO/CAF)

HOW MIGHT WE... Create more avenues for willing donors to donate? (http://data.ncvo-vol.org.uk/) (http://www.salt.org.sg/1406/a-landscape-study-on-donations-insingapore/)

(http://occupywallst.org/about/)

Movements such as Occupy Wall Street have impacted philanthropy as a whole. Rick Cohen, writing for Non-Profit Quarterly writes, “Institutional philanthropy itself will face pressure that might be seen as OWS blowback The protesters representing the “99 percent” may aim part of their critique at foundations as instruments created and largely controlled by the “1 percent.” We are creating a system to rebuild public confidence in charities and philanthropic institutions. HOW MIGHT WE... Let charities display their financial expenditure for their ongoing projects? Let users know where their money really goes? And how their money directly affects the donees?

Women donate (and shop) more than men. Women are 61% more likely to donate, while men are 56% more likely to donate. . A study has shown that women in America spend 399 hours a year making over 301 shopping trips and that men are now shopping more than before . HOW MIGHT WE... Integrate donations seamlessly into the shopping experience to ride on the increasing number of shoppers around the world? (http://data.ncvo-vol.org.uk/almanac/voluntary-sector/income-in-focus/ what-are-the-main-trends-in-charitable-giving/) (http://racked.com/archives/2011/02/28/study-shows-women-spend399-hours-shopping-each-year.php) (http://blog.nielsen.com/nielsenwire/consumer/in-u-s-men-are-shoppingmore-than-ever-while-women-are-watching-more-tv/)

(http://www.nonproﬁtquarterly.org/)

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

CUSTOMER JOURNEY MAP Here is a possible customer journey map of a target user. In this journey, the user goes shopping at the local shopping mall to buy some clothes.

PRE-PAYMENT

Creates desire and/ or need to purchase a product.

PAYMENT WITH CREDIT CARD

and pick up desired item for purchase.

- Websites - Advertisements - Storefront

- Store interior - Salesperson - Signs & Price Tags

“I feel happy when I know I can afford what I want to buy.”

“I enjoy looking through a shop. It’s not annoying at all!”

Enters shop user is attracted to.

Goes to cashier to make payment.

- Storefront - Salesperson - Transport to location

- Store interior - Cashier - Cashier table

Takes out card to pay (no cash on hand) - Cashier - Cash Register “I am consicious about how people look at me when I take out my credit card.”

- Cashier - Cash Register

“I think swiping is pretty fun. I am jealous that the cashier gets to do it.” Cashier swipes card. Signature to authenticate purchase. (notices donation box) - Signature Pad - Donation Box - Cashier “I think swiping is pretty fun. I am jealous that the cashier gets to do it.”

Male 25 years old Student $800 monthly income

Drop loose change into donation box.

Takes out cash to pay make a donation with no cash. - Donation Box - Cashier

“I am very excited as I approach the cashier to buy!”

BASIC PERSONA

PAYMENT WITH CASH

Leaves store with purchased item. - Store Interior - Receipt - Cashier “I feel a little miffed. I’m not as happy with my purchase now.”

- Donation Box - Cashier

“I panic because I don’t want people behind to wait.”

“It is like a scrap collector... picking up leftover change.” Cashier returns change. (notices donation box)

Leaves store with purchased item.

- Donation Box - Cashier

- Store Interior - Receipt - Cashier

“Some times I don’t even see the box! It doesn’t mean anythin to me..”

“The donation feels like an after thought. Actually, I’m not even sure where the money will go.”

KEY MOTIVATORS: Spending on himself to live a comfortable life. Passionate about helping the unfortunate. LEGEND: Interactions

Touchpoints

INSIGHTS The shopping experience is highly enjoyable. The user is in a state of increasing anticipation. In this engagement, the user is more concerned about his/her own well-being and not that of those who cannot afford the luxury they currently have.

INSIGHTS of a user’s personality and status. Users are proud of their cards.

INSIGHTS Users feel disengaged when the system does not meet their current abilities. Service should be more encompassing and consistent throughout all touchpoints.

a person’s character.

User Opinion INSIGHTS The card swiping process is perceived to be enjoyable. However, the cashier is the one doing the action. Users want to do it themselves.

Emotional Experience

Insights

Opportunity

Key Touchpoints

INSIGHTS Users feel self-conscious when handling real cash in front of others.

OPPORTUNITY If the user enjoys shopping, we should leave it as it is. BUT how might we increase the awareness of the donation without a negative effect on the shopping experience?

INSIGHTS Donation boxes give the impression that charities only expect small change. Reduced value of giving.

INSIGHTS Visibility of donation channels should be higher. It should look trustworthy.

INSIGHTS Users need to know where their money is going and a form of acknowledgement and appreciation. The donation process should be more meaningful and integrated in the shopping experience. .

OPPORTUNITY Users are conscious about what happens at a cashier. This presents a opportunity for them to display their character and personality. There is a degree of fun in the action of paying with cards, how might we translate that into the act of donating?

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

In the shopping experience, donation is treated as an afterthought. How might we make it a meaningful and acceptable part of the experience?

3. PERSONA / Mindy Chan Self-professed shopaholic who wants to help the unfortunate. FAMILY Mindy is a 23 year-old Singaporean majoring in Linguistics. She lives with her parents in a condominium in Serangoon and has had a boyfriend for 2 years. INTERESTS She enjoys attending music concerts, dinner and movies with friends. She was the president of the Interact Club in junior college. Mindy is a self-professed shoppaholic who frequents local shopping malls. She is very engaged in social networking and frequents her Facebook and Twitter accounts. FINANCIAL STATUS Mindy receives a month allowance of S$800. She earns an average of S$500/month from her blogshop. BELIEFS She is conﬁdent and willing try new things (early adopter). She feels fortunate that she is well-off and wants to help the needy. LIFESTYLE GOALS She hopes to lead a comfortable life by earning a respectable income and spending lavishly on herself. However, she wants her life to be meaningful and wants to be seen as kind-hearted. ATTITUDE TOWARDS FINANCE She is a spender who saves about 10% of her income. She has an average understanding of banking but feels she needs to learn. ATTITUDE TOWARDS CHARITY Mindy often feels compelled to donate to causes she deems are transparent and which have a good track record. However, she is afraid of affecting her lifestyle by giving away too much money.

“I can’t donate as much as my parents, but I try to do what I can.”

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

“I don’t think Flag Day is the best way. It is very meaningless and the donation amount is too small.”

“I feel guilty shopping some times, knowing that there is someone in need.”

3. PERSONA / Daniel Lee Aspiring architect and a wary donor careful about his money. FAMILY Daniel is a 26 year-old Singaporean Architecture Student. He lives with his parents in a bungalow in Seletar. INTERESTS Daniel enjoys playing the guitar and endurance cycling. He spends most of his money on equipment for these two hobbies. FINANCIAL STATUS Daniel receives a monthly allowance of S$1000 from his parents. He earns another average of S$1000/month during the holiday season, when he works as an intern in an architecture firm. BELIEFS Daniel believes in helping those in need, especially those who are unable to help themselves. He often volunteers to go on mission trips with his church to countries like East Timor where he helps out at orphanages. LIFESTYLE GOALS He aspires to be a renowned architect with a good pay check. He wants recognition and respect as a professional. ATTITUDE TOWARDS FINANCE Daniel saves about 30% of his income. He is concerned about securing a good job to provide a stable income for himself when he graduates. ATTITUDE TOWARDS CHARITY Daniel believes charity and aid may not always reach those in need. He believes charity organisations ought to be transparent with their finances to garner public confidence in their cause. He donates to TOUCH Community Services every few months when he remembers.

“I donate to TOUCH Community Services... when I remember.”

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

“I won’t believe them till I see exactly where the money goes to. My money is very precious to me.”

“I want to help. But it should not interfere with my interests. I still need to replace my bike fender.”

4. SERVICE PROPOSITION TARGET USER WITH UNMET NEEDS

SHOPPING + DONATING = ?

DONATION BOXES SUCK

The user group has the ďŹ nancial means and the desire to improve their lives through spending money on themselves. However, they are aware of their fortunate lifestyles and want to help those in need.

Shopping and donating are similiar in that they both elicit a positive emotional responsive.

Donation boxes are poorly designed. There is a lack of feedback, transparency and joy in its usage. They do not give the user any meaningful experiences.

A problem arises when they ďŹ nd out that they do not have the means to commit to meaningful monetary donations.

But existing systems (donation boxes) make donation seem like an afterthought; an additional step that is not attractive.

Users cannot feel the link between them and the charity.

A credit card service that gives passionate donors the ability to donate within their means while shopping. The payment and donating process is seamless, fun and empowers the user. The service will also link user, charity, retailer and bank seamlessly and in a transparent, trustworthy manner.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

4. SERVICE PROPOSITION What is in it for the stakeholders? SHOPPERS

CHARITABLE ORGANISATIONS

RETAILERS

BANKS

‘Guilt-free’ shopping

Increase in donations from new avenues

Extra sales from new target market (Charity Conscious)

Reach new target market (Charity Conscious)

Convenient donating

Improves charity’s credibility (system shows where the money goes)

“Drip” donating (donations in smaller, more manageable amounts)

Generates publicity for their projects

Control (over outcome of donations)

Encourages ongoing contributions

Improves brand image and conﬁdence Attracts charity-conscious spenders to spend more at their outlets

Encourages brand loyalty

Boosts their public image (corporate social responsibility)

“Stickiness” of service ensures that customers are locked in.

Transparency of system and charities

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

5. CUSTOMER JOURNEY MAP / Givers System Interactions Touchpoints CUSTOMER JOURNEY MAPStakeholders CUSTOMER JOURNEY MAP Interactions

PRE-SERVICE PERIOD > APPLY PRE-SERVICE PERIOD > APPLY

Registration

Signs up for the Givers Card. Registers an online Givers Account. Picks unique Givers Card design.

Registration

Signs up the for card the Givers Card. Receives in a mailed Registers along an online Account. package withGivers an instruction Picks unique Givers Card design. brochure.

Receives card in a mailed Shops at a the participating retailer package with to anpurchase. instruction and selectsalong a product brochure.

Bank

Charity

Retailer

Touchpoints

Stakeholders Analysis

SERVICE PERIOD > SHOP

Key BankTouchpoints Charity

Retailer

Analys

SERVICE PERIOD > SHOP

Shopstoatthe a participating retailer Goes cashier and uses the and selects to purchase. Givers Cardatoproduct pay. The cashierswipes the card and the Givers Dialpad activates.

Goesatodial the to cashier uses the Turns select and X% of total Givers to pay.for Thedonation. price ofCard the product cashierswipes the selection. card and the Presses to confirm GiversonDialpad Signs screen activates. to authenticate.

Turns a dial to se Receives a thank price of thefor prod the reader d Presses to confir shop with the pu Signs on screen

*Each $1 donated is stored as 1 Givers Credit in the Givers Account.

*Each $1 donat Givers Credit in

Givers Card website. Application form. Bank customer officers.

Givers Cardbrochure. website. Information Application form. Envelope and letter from bank. Bank Giverscustomer Card. officers.

Information brochure. Sticker indicating partipating Envelope and letter retailer (on store front).from bank. Givers Card.

StickerCard. indicating partipating Givers retailerDialpad. (on store front). Givers Cashier.

Card. Givers Dialpad Givers Dialpad. Cashier.

GiversDialpad. Dialpad Givers

The application forms are friendly and easy for the targer user to understand. The application process is fast and streamlined unlike typical credit card application processes.

The application forms friendly There are multiple cardare designs to and the easyuser for some the targer userThe to card give choice. application isunderstand. designed toThe reflect both theprocess users’ is fast and streamlined unlike youthfulness and the refined typical credit card application professionalism of the bank. processes. The information brochures serves as the same theservice designand hasto aAtquick guidetime, to the to look and safe. make theprofessional user feel secure and These are qualities a bank would need to confident about the service. portray to be marketable.

Therefeel aregood multiple card designs to Users when they are able theidentify user some choice. togive easily retailers thatThe card is designed to reflect thegives users’ accept the Givers card.both It also youthfulness and refined them assurance thatthe they can shop professionalism the bank. and donate at theofstore.

Users feel good they are in able Whipping out thewhen Givers Card to easily identify that public boosts the retailers user’s self-esteem. accept the to Givers card. They want be seen as It also gives them assurance they can shop responsible and that caring individuals. and donate at the store. The special industrial design of the They develop positive Givers Dialpada makes a image strong of the retailerUsers as a socially statement. feel special and responsible company. empowered when using a device exclusive to them.

Whipping the Givers Cardininthe The Givers out Dialpad is unique public boosts the user’s self-esteem. world of cashless payment systems. They want to be seen as responsible and caring Users are excited by theindividuals. device and are motivated to use the Givers The industrial design of the Cardspecial to donate. The physical Givers Dialpad a strong action of turningmakes the dial adds an statement. feel special element of Users user-generated funand empowered a device and tactility. when Users using feel more exclusive them. and satisfied. involved, to respected

The Givers Diala Users feel more worldis of there a cashle positiv acknowledgeme Users are excite areservice motivated to The adds Cardexperience to donate. they action of The turning products. sh of useriselement more meaning and tactility. Us engaging. involved, respec

At the same time, the design has to look professional and safe. These are qualities a bank would need to portray to be marketable.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

The develop information brochures serves They a positive image of as a quick the service and to the retailerguide as a to socially make the user feel secure and responsible company. confident about the service.

5. CUSTOMER JOURNEY MAP / Givers System Key Touchpoints

ct of totalon ouX% message for donation. ating. Leaves the election. hased product. authenticate.

POST-SERVICE PERIOD > DONATE POST-SERVICE PERIOD > DONATE

Home

Credit Total 520 credits

Projects! Home

Projects!

Credit Donate to Total Proj 520 credits

520 credits

Donate to Proj Proj Updates

Proj Updates Completed!

Completed!

520 credits

Receives thank you message Access thea Givers website. Logson into the Givers readerAccount for donating. Leavestotal the the and checks shop with the purchased amount of Givers Credits product. gathered.

Access the Givers website. Logs into Reviews list of charity projects. the Givers Account checks Selects at most three and projects to total amount Givers Credits gathered. adopt to of and help them meet their donation target. Donates Credits to each project according to user preferences.

Reviewstransparent list of charity projects. Timely, updates on Selects atprojects. most three projects to adopted User continually adoptCredits to and by help them meet adds shopping to help their donation target. Donatestarget. projects progress to donation Credits to each project according to user preferences.

Timely, hits transparent updates on Project the donation target. adoptedorganiser projects.shares User continually Project the results adds to help of the Credits project by andshopping thanks donors. projects progress to donation target. User receives Givers Medals for each completed project. The Givers Medal may be used to redeem special promotions at participating retailers.

Project hits the donation target. Project organiser shares the results of the project and thanks donors. User receives Givers Medals for each completed project. The Givers Medal may be used to redeem special promotions at participating retailers.

Dialpad. Givers Card website.

GiversCard Cardwebsite. website. Givers

Givers Card website.

Users feel when Seeing the more Giversappreciated Credits grow there isand a positive feedback and slowly finally reach a significant acknowledgement of their sum gives users a sense of donation. accomplishment and delayed The service adds to the happiness satisfaction. they experience with buying new products. The shopping experience is more meaningful and emotionally engaging.

Seeingfeel theempowered Givers Credits grow Users when there finally reach a significant isslowly a list and of projects for them to choose sum gives sense ofsense of from. They users feel aastronger accomplishment delayedwhen responsibility andand ownership satisfaction. they are able to check and adopt charity projects they care about.

Users feel empowered The transparent nature when of the there is a list of projects for them toand choose service boosts the userâ€™s trust from. They feel stronger sense that of confidence. Theauser is assured responsibility ownership his/her moneyand spent properlywhen within they are able to checksystem. and adopt a secure and reliable charity projects they care about. As the user continues his/her contributions via Givers Credits, he/she feels attached and inspired by the cause of the project.

The transparent of theis felt A great sense ofnature satisfaction servicethe boosts theisuserâ€™s trust and when project fully funded and confidence. The feel user like is assured thata complete. Users they were his/her spent the properly within part of amoney meaningful project. a secure and reliable system. The Medal system rewards users for As the user continues his/her excellent performance. They feel contributions via Givers Credits, very appreciated when retailers he/she feels attached and inspired recognise them as good helpful by the cause of the project. people.

A great sense of satisfaction is felt when the project is fully funded and complete. Users feel like they were a part of a meaningful the project.

is stored as 1 Givers Account.

d is uniquewhen in the preciated payment eedback systems. and of their donation. by the device and ethe thehappiness Givers physicalnew he buying e dial adds an ping experience nerated fun and emotionally feel more d and satisfied.

Select new project

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

The Medal system rewards users for excellent performance. They feel very appreciated when retailers recognise them as good helpful people.

6. SERVICE BLUEPRINT ENGAGE AND INTRODUCE

SHOP AND ACCUMULATE

CONNECT AND DONATE

Use Givers Card to pay with Givers Dialpad

Marketing of Givers Card

Non-participating retailers

Card Application (online/form)

Access Givers website.

Participating retailers

Standard personalised banking services

Access Givers Account

Connect with friends, retailers and charities Automatic Donation

Registration and personalisation of Givers Online account.

Receives Givers Card

1% of cost of purchase (by Bank)

Automatic Donation

User Determined Donation (X)

1% of cost of purchase (by Bank) + X% of cost of purchase + X% of cost of purchase (matched by Retailer)

Givers Account

(Every $1 donated = 1 Givers Credit) Key Touchpoints

Selection of available charity projects

(OPTIONAL) Selection of a charity (for users who want to support all projects under one charity)

Transfer accumulated Givers Credit to supported projects.

Project in progress. Closer to donation target.

User Determined Donation (Y)

Project completed. 1 Givers Medal for each 1.

Rewards and Discounts at participating retailers

Givers Dialpad learns user donation habits

Updates of charity projects and happenings

Remembered in Givers Account

Y% of monthly accumulated Givers Credits (Automatic)

Funding for charitable organisations and projects

user preferences in donation amount (faster to donate)

* The service blueprint here only shows critical components relevant to our design direction. The actual Givers Card system includes your standard credit card services which we will not elaborate on as they are not part of our design solution.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Givers Brand and Credit Card Logotype

Card Design

GIVERS LOGO The Givers logo is created with the design language of clarity, simplicity and elegance. This is to portray professionalism and trust, important elements for a bank product. The unique arrow on the â€˜Gâ€™ relates to the unique dial function of the Givers Dialpad (to be elaborated later).

Cyan = 100 Magenta =100 Yellow = 30 Key = 21

Futura Futura Futura GIVERS CREDIT CARD The card accurately reflects the brand language. The design is iconic, eye catching and identifiable from a distance. There are a number of different colours and designs the users may pick from for variety.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Givers Dialpad Industrial Design

GIVERS DIALPAD The Givers Dialpad is a new way for customers to pay and donate. It combines the functionality of the typical credit card signature pad with a dial for user input (purpose to be elaborated). The purple and white of the Givers brand is once again carried over into the design of product for the cashier table. The design is young, friendly, gentle and easy to understand. Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Givers Dialpad Interaction Design 1.

USAGE SEQUENCE 1. Dialpad OFF. 2. (Card is swiped) Purchase cost reflected on screen. Turn dial to donate. 3. Turn clock-wise to determine donation amount. Anti-clockwise to reduce. 4. Donation amount appears on screen and changes according to degree of turning. 5. Find desired donation amount and stop turning. 6. Push dial downwards to confirm donation. 7. Audible and satisfying click sound confirms the push. 8. Purchase amount + Donation amount displayed. Turn left to select OK, push the dial and finalise confirmation. Turn right to select CANCEL, push the dial to cancel the transaction. 9. Use the pen and sign on the screen to authenticate purchase. 10. Thank You message.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

10.

We decided to use the screen on the signature pad as a display panel as well. We observed that most signature pads and credit card readers were overly complicated and scared the user. Hence, we simplified the interface and made it extremely straightforward. The dial adds user control to the payment/donation process. The act of turning the dial is fun, playful and refreshing. It makes the process of donating engaging and ultimately more fulfilling. For the purpose of privacy, the screen is designed such that viewing angles are restricted. When used from a standing position (such as at cashier tables) the screen is clear and bright. Everytime the user uses the Dialpad to donate, it learns his/her donating behaviours. For example, if the user frequently donates very little he/she seldom needs to turn the dial much, reducing the satisfaction of using Dialpad. The device will remember the userâ€™s average donating amount and adjust so that in future purchases the user needs to turn the dial more to reach he/she average donation amount. 17

7. SERVICE TOUCHPOINTS / Website Main Page & Application Procedure

The website is designed to be approachable and structurally simple. We tried to eschew anything that might be deemed superfluous in favour of a more streamlined design. There are no technical jargon or â€˜bank-speakâ€™ so the target user does not feel disengaged or confused. However, we also took note of the fact that we are designing for a bank and there is a need for the website to look reliable and safe. We hope we achieved a good balance in the design of the Givers website.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Website Logging in for the first time to use your Givers Credits

1. Givers Account Homepage

2. Givers Credits Main Page (see how many youâ€™ve got)

3. View Project Gallery (list of available charity projects needing funding)

6. (After selecting 3 projects) Confirm selections again.

5. View additional information on where donation money will go.

4. View more details on charity project. See target donation and current donation.

7. Distribute Givers Credits into each project according to user preferences.

8. Splash screen with thank you message.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Website Checking on and completing adopted projects

1. Givers Project page to check project progress

2. Individual project page. News feed with latest updates on projects happenings (transparency).

3. (When a project hits its donation target) Splash screen - PROJECT COMPLETED.

6. Givers Medal page. Check medals, past projects and promotions/rewards for Medal holders.

5. Splash screen informing user that he/she has earned one Givers Medal for a completed project.

4. View completed project page. Thank you messages from charity and updates on where the money went to.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Website Adopting a Charity

1. Givers Project page to view all available projects.

2. View charity user is interested in. Charityâ€™s profile page has information on the organisation.

3. Support the charity be donating X% (user determined) of monthly Givers Credit to them.

ADOPTING A CHARITY ON TOP OF DONATING TO INDIVIDUAL PROJECTS We expect that not every user might want to micromanage his/her Givers Credit every now and then. Alternatively, users might feel passionate about a particular organisation and wish to support them in a more meaningful and direct manner. The charity adoption function allows users to set a specific % of their monthly Givers Credit total aside. This money will be directly donated to a user-defined adopted charity. There is no need to manage this once the function is implemented by the user. It is, however, removeable and/or editable by the user any time he/she wishes. 6. Splash screen to thank user.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

7. SERVICE TOUCHPOINTS / Misc Decals (for retail shops)

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

Marketing Collateral

8. Experience Prototyping / Givers Dialpad First Iteration “Huh? turn to pay?” KEY OBSERVATION #1 Most of our users found the action of turning to pay rather confusing. The dial allows for the user to adjust the donation amount but shouldn’t be used in the same action as the payment. Payment is fixed so a push of the dial should suffice for confirmation.

“I’m afraid that the card might snap”

This was the first model we used for Experience Prototyping. Using a paper and card model, we simulated the experience of using our Givers Donation Machine at the cashier counter of a shop.

KEY OBSERVATION #2 Even if we make a card that is rigid and durable, users find the notion of twisting their card to turn the dial rather disturbing. They fear that the action will damage the card.

“How generous am i? woahhh” “Quite Fun” KEY OBSERVATION #3 Turning the dial with the card was quite unnatural for the users, but all of them were fond of turning the dial to donate. So, it became a matter of designing the best way possible to keep this interaction while making it as intuitive as possible.

“What if I don’t wanna confirm?!” KEY OBSERVATION #4 At the confirmation screen the prompt “push to confirm” is given, but no option was given for “cancel”. A minor adjustment of adding that option would make the user interface complete.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

8. Experience Prototyping / Givers Dialpad Second Iteration “...all those call in to donate TV donations, I’m just too lazy to do it” “this is when i’m already paying for something”” KEY OBSERVATION #1 Integrating the donation into their daily purchases does away with the hassle of call donations or the awkward flag day type donations. Users are therefore more likely to make donations because of this convenience. “Once i turn it, I probably won’t turn it back to 0” KEY OBSERVATION #2 At the heart of the system is the act of donating. Once the user turns the dial clockwise, it is unlikely that he would turn it all the way back to $0. This keeps the donations regular in the system. Our second version of the Givers Dialpad model included improvements made from feedback and observations from the version 1 model. “What if I’m left-handed?” KEY OBSERVATION #3 Turning the dial with the card was quite unnatural for the users, but all of them were fond of turning the dial to donate. So, it became a matter of designing the best way possible to keep this interaction while making it as intuitive as possible.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

8. Experience Prototyping / Givers Website Website Mockup “Can I decide that from now on, all my credits go to this charity?” KEY OBSERVATION #1 Some users wondered if they could let the their Givers Credits go directly to the charity of their choice without them logging on to their account. Till then, all users had to log on to distribute their accumulated credits to different charity projects. However, an option to allow direct transfer of Givers Credits to the Charity should be offered. “I would trust them if they tell me exactly how they’re going to use the money” KEY OBSERVATION #2 Users feel more compelled to donate if they saw what the donations would be spent on. There needed to be a clear way in the Giver system for charities to display just how the funds will be used.

Experience Prototyping was done for the Online Givers Account as well. Using Microsoft Powerpoint, the group did a simulation of the key pages on the Givers Online Account. These included the personal profile page, gallery for current ongoing charity projects and a review page for the charity projects the user has selected.

Jonas Wenke A0093403M / Kwek Wen Shu A0073457Y / Seth Chiam A0087919J

“How will I know when the project is complete?” KEY OBSERVATION #3 Users want feedback from the system when the project they are contributing to has been completed.