A leading retail bank known for innovative products and marketing wanted to kick-start an innovation process. We began by identifying the target demographic: a middle income consumer that had seemingly average needs for transactional banking products.

To immerse the team in the customer experience, we started with a bus trip through a major city, visiting ethnically diverse shopping areas, and leading retailers from other industries.

Team members participated in advance “homework” exercises that ranged from household budgeting on a limited income to understanding the “freemium” model of pricing in other retail categories.

Initial idea generation sessions created far too many ideas to develop. So we created a Delphi process using online survey tools to help the team rank ideas.

Winning ideas were then taken into a concept development phase, before joining the innovation pipeline.