DIGITAL TRANSFORMATION in the HUNGARIAN BANKING INDUSTRY-EXPERIENCES with DESIGN THINKING

Abstract

The study examines the possibilities of the digital transformation of the Hungarian banking industry through the "One Week Sprint"method, derived from general design thinking methodology. In our research, we cooperated with two domestic banks and focused on real estate related opportunities and SME offerings. The methodological focus was on how to use customer journeys and personas for supporting digital efforts, as design thinking places a great emphasis on these elements. The paper has two goals: 1) present the fi ndings of this innovative project with the two banks using design thinking; 2) describe our experience with customer journeys and personas in consumer- A nd corporate-facing innovation projects in the two banks. To our knowledge, there is no practical experience in the literature regarding the usage of these tools. We found that the usage of customer journeys and personas are much easier and evident if the project tries to develop consumer products or solutions. If the solutions are for corporate use, personas lose the added value of empathy (without the human connection) and the creation of customer journeys needs deeper experience from consultants.