Strategy Workshop with Stakeholders for Ideation

After the success of a product aimed to bring an innovate experience for customers, a bank wanted to recreate such a product in order to help their salespersons increase their insurance sales.
Before the design phase started, a workshop was conducted with stakeholders in order to understand and define the goals of the product.

I worked as a Project Manager and primary UX researcher. I designed and planned the activities and another UX researcher from my team helped during the session.

Outcomes

The transition into the design phase of the project went smoothly since the goals of the product were clearly stated at the workshop and stakeholders’ positions were aligned.

Also, the information architure had minor changes along the way, since the initial structured was agreed upon during the workshop and, therefore, encompassed stakeholders’ various needs.

Methodology

A workshop with stakeholders was conducted in order to understand the real necessity of such a product, align their visions and provide clarity on how to deliver the product in the right way.

• The first activity consisted of a Golden Circle (Simon Sinek’s model), in which the exploration of the tool started by asking:

  • Why there was a need for a solution,

  • How it could be done, and finally,

  • What the final product should be.

• The second activity consisted in the creation of a content map, in which stakeholders debated about which categories and content should be included in the product to achieve the goals stated in the Golden Circle.

Users

The users of the final product would be:

• Salespersons selling banking products by phone or in person at their office.

• Bank customers that would receive a call or go to their bank office in need of a requirement or product adquisition (most likely unrelated to insurance products).