policy innovation
DESCRIPTION
An example of how to involve stakeholders and users in developing new policyTRANSCRIPT
VIA DESIGN
stakeholder driven innovation
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VIA DESIGN
the danish competition and consumer authority
june 2012
VIA DESIGN
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background
This presentation summarises a stakeholder driven innovation process that VIA Design facilitated for the Danish Competition and Consumer Authority.
The purpose of the project was to increase competition in the private banking market and to test a design anthropological approach to policy development.
The process has identified challenges and potentials, generated a number of ideas and developed 5 policy concepts that were tested on bank customers and stakeholders within the sector.
© VIA Design 2012 www.viadesign.dk
For further information, please contact:
Sune Kjems
+45 2627 9392
VIA DESIGN
THE INNOVATION PROCESS
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VIA DESIGN
The project was implemented through a stakeholder driven innovation process. This means that the process brought together a number of different methods and 'tools from product and service development, anthropology and service design and involved the representatives of the various stakeholder groups within the banking sector. The structured innovation process: workflow -> prioritisation meeting -> workflow ensures that the project’s success criteria form the basis for the decisions through the process. The Steering Group has continuously partly eliminated ideas that can not live up to the various sub-criteria, and supported the work of those who continued in the process. This brings the development process symbolically to look like a funnel.
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the stakeholder driven innovation process
Definition of purpose & success criteria
Analysis of key challenges
Idea generation with stakeholders
Bank customer test
Report
Prioritisation of ideas
Concept development Prioritisation of concepts
Final prioritisation Stakeholder test
VIA DESIGN
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1 | challenges & ideas
Definition of purpose & success criteria
Analysis of key challenges
Idea generation with stakeholders
Bank customer test
Report
Prioritisation of ideas
Concept development Prioritisation of concepts
Final prioritisation Stakeholder test
VIA DESIGN
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quantitative and qualitative data
visualisations of the bank customers and the banks processes
11 challenges/potentials
16 relevant situations
2 selected target groups
analysis of key challenges An analysis workshop generated a number of themes based on quantitative and qualitative data. Subsequently themes were translated into 11 challenge cards including individual potentials.
OUTPUT INPUT
VIA DESIGN
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challenge cards
idea generation
6 conceptual ideas
40 idea cards
650 comments
To generate ideas in plenary was – apart from specific disciplines in the Competition and Consumer Authority – a number of special skills, including in innovation, behavioural economics, technology, IT, banking, etc. invited Subsequently, the workshop 650 comments and 6 conceptual ideas translated into 40 idea cards.
OUTPUT INPUT
VIA DESIGN
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prioritering af ideas The 40 idea cards were divided into three categories: 1. Ideas that require further conceptualisation 2. Ideas that deals with political regulation 3. Ideas for policy recommendations - directly to the final report Ideas for conceptualization was further prioritised according to three criteria: • Increases idea consumer mobility / motivation to switch bank • Increases idea consumer activity in relation to their own bank(s) • Should we use resources on the idea
14 ideas to conceptualisation
14 ideas to regulation
5 ideas to report
40 idea cards
OUTPUT INPUT
VIA DESIGN
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2 | policy concepts
Definition of purpose & success criteria
Analysis of key challenges
Idea generation with stakeholders
Bank customer test
Report
Prioritisation of ideas
Concept development Prioritisation of concepts
Final prioritisation Stakeholder test
VIA DESIGN
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concept development The 14 selected idea cards to further conceptualisation were clustered into categories and qualified into 8 key concepts.
14 idea cards
8 concept cards
categories
OUTPUT INPUT
VIA DESIGN
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prioritization of concepts The 8 concept maps were prioritized according to four criteria: • What ideas have immediately the greatest potential • Is the idea politically feasible? • Can the idea's impact be measured? • Does the idea generate value relative to the investment? 5 policy concepts were selected and subsequently translated into 5 user scenarios that show the concept in practice.
8 concept cards
5 concepts selected for testing on bank customers
5 user scenarios
OUTPUT INPUT
VIA DESIGN
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3 | response
Definition of purpose & success criteria
Analysis of key challenges
Idea generation with stakeholders
Bank customer test
Report
Prioritisation of ideas
Concept development Prioritisation of concepts
Final prioritisation Stakeholder test
VIA DESIGN
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bank customer test The 5 user scenarios, 11 challenge cards and 5 ideas were tested at 8 bank customers. Subsequently, responses were collected in a report with main conclusions and recommendations.
5 user scenarios
11 challenges
5 ideas
report
OUTPUT INPUT
VIA DESIGN
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stakeholder test Finally the Competition and Consumer Authority invited a number of key political stakeholders in the banking market for a half-day workshop. The purpose of the workshop was to present the policy concepts and the process for stakeholders and allow them to comment and qualify the concepts. The five concepts were well received by stakeholders, who had a number of suggestions on how they could be optimized. The input from the stakeholder and the user test provides the basis for the Competition and Consumer Authority’s reflection on the finalisation of the policy concepts.
VIA DESIGN
final results and deliverables
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final report including key conclusions and recommendations and review of the process and results
5 policy concepts visualised as user scenarios
users response to concepts, ideas and challenges
journeys
The project results were evaluated to 8.3 on a scale of 0-10.
annex
target groups windows of opportunity challenges & potentials idea catalogue