Evaluating User Data - The Story of Bank of America

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"You can keep the change"

The Point of View is one of the most used frameworks in our projects. Rightly so!

But how does the Point of View help you in your project?

Let's see how a team works with it πŸ‘‡

This example contains all the elements from which a team develops a point of view:

πŸ‘©β€ Actor Jane, 25, single mother from the USA.

πŸ– Situation She comes home with her groceries.

πŸƒ ♀️ Behavior She adds up her purchases and rounds up the prices.

πŸ›  Object A household book.

🏁 Purpose She makes sure that she has a little more money left over at the end of the month than her budget book shows.


The team derives a point of view from these elements:

πŸ‘©β€ User Jane, 25, single mom from USA.

❀️ Need Jane gets a sense of relief at the end of the month by looking at her credit card statement.

🌟Insight Jane feels the relief of building a financial cushion over the course of the month. She rounds up and can therefore assume that there is still some money left at the end of the month. However, her effort is great: she has to document all purchases and add them up by hand.

✏️✏️✏️ The Keep the Change solution developed in the project in 2005 is now considered a "classic" in design thinking literature. Each credit card payment is automatically rounded up. The difference is transferred to the savings account. This leaves some money on the savings account that the users did not have to actively save there. The relief becomes noticeable when you look at the checking account.

You can find out more about the Point of View here .

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