Bring Citibank Further Into Digital Space by Design Thinking


Citi goes further into digital space! As one of most reputable financial institutions in Indonesia, Citi is really aware that the future lies ahead into digital space. On Monday, October 3rd, 2016, Citibank Indonesia run a full day event called LEAD (Leadership Enhancement and Accelerated Development). The LEAD participants were the Top 175 Performance Leaders from three Citi’s core business unit: Consumer, Corporate, and Priority Banking. The theme was: “Financial Technology and Disruptive Innovation”.

The Key speakers of the event were: Scott Bales, consultant and author of Innovation wars, Keng Mun, Director Citi Innovation Lab Singapore, and Batara Sianturi, Chief Country Officer Citi Indonesia. And Innovesia was invited to conduct an half day workshop on Design Thinking at the same day.

At first session of the workshop, we explained the concept of Customers’ Insights. It’s really important to everyone in the organization or company to keep sensitive and understand what customers really want. Then we asked all the workshop participants for a field immersion. Yes, they went to the mall outside the conference ball room, and starting to observe and interview consumers or customers that they can meet. This exercise provided them a valuable insight. Most of the participants enjoyed the interview process with the customers. Then they returned to the conference room to download and brainstorm the insights from the customers interviews.

Next step is to synthesize all the insights into data analysis using Customers’ Jobs-To-Be-Done template. We further explained to them on how to understand deeply on what is really the customers want to achieve or get thing done whenever they do their work. The process is really important since we need to acquire what things customers require in terms of product and service to fulfill their needs.

After we all understand the Customers’ Jobs-To-Be-Done, then we started to generate ideas of products or services or combination of those, to serve the customers’ needs. The ideation process was really attractive and lucrative to stimulate wild thinking and ideas. We asked the participants to think beyond existing product, and boldly imagine crazy ideas.

As the result, so many unique and amazing ideas generated by the participants in groups. Then the next step is to visualize and realize their selected crazy idea into prototype. This exercise convened each group member to collaborate. Each group then crafting and making the prototype. And at the end of the workshop, we asked for selected group to present their result.



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