ICICI Pockets is a VISA-powered e-wallet that customer of any bank can use to recharge mobile, buy & recharge Fastag, pay bills, send money, shop anywhere. In light of the some changes announced by RBI for Prepaid Instruments, it was required to incorporate all the mandatory changes as per the RBI mandate along with changes in UI/UX & addition of new services. . The design, the development and the implementation lacked the clarity on the scope and there were multiple stakeholders with differing opinions and priorities, offerings, value propositions to different user groups, priorities, timelines & roadmap.

We were a team of 3 from M2P and our responsibilities included setting the goals & objectives, moderation, analysis, reporting the insights to clients.

1. Senior UX lead (Nesar Ahmad) - who directly worked with ICICI on the project, who had a clear context of what is needed from the workshop.
2. Senior Researcher (Ayyappan) - who co-moderated the sessions along with me
3. UX intern (Kirubavathi) - who helped us with organizing the workshop, and in note taking.

• Internal discussion with the team to understand the challenges in design, the problem areas, the ambiguous requirements and listed them out.
• Along with the ICICI created a list of the representative mix of stakeholders. We wanted a good representation from all functions, and wanted to involve people ‘who believed’ and ‘who did not believe in the product.
• 2 days, 4 hours / day

Day 1 : Introduction, setting expectations, the plan, identifying the issues, gathering their opinions / thoughts / beliefs / fears / expectations. Quickly capture the overall insights.

Day 2 : Presenting the insights with the respondents, facilitating very open discussion, arriving and recording the direction. We were a team of 3 from M2P and our responsibilities included setting the goals & objectives, moderation, analysis, reporting the insights to clients.

Using Figjam, we created different boards for participants and encouraged them to share their perspectives without any hesitation. Participants from different roles aligned and offered their insights, ideas we got various perspectives, and captured the gaps in basic understanding about the key offerings itself. Eg., the stakeholders differed in their understand of ‘Who is a Genz?’ starting from their age, expectation, challenges, limitations, etc.,

That was the first time even for the ICICI team to have met in a single place, where they could openly discuss their ideas. With discussions and consenses we could successfully document the features, priorities, valuea, timelines, budget, dependencies between teams, etc over the 2nd day of the workshop.

• Aligned product vision and purpose inside the whole team
• Clearly set realistic goals and scope for the product
• Target user group(s) definition, and profiles, scenarios
• The dependencies between ICICI, 3rd party vendors and M2P in bringing the service live
• Aligned vision over the project roadmap and priorities

Team had clearly captured different parties individual and shared interests, what was agreed, what key issues are important but remain unsettled, as well as describe key constraints or parameters, timing and next steps. This document was circulated to all the participants to add in or change, and also to take a formal signoff on the findings and the next steps.

This co-creation workshop served as a forum for aligning most stakeholders’ expectations and priorities and finding common ground and enabled the design team to create solutions to their precise requirements. The benefits extended to various teams, enhancing their effectiveness and leading to more successful product design, development & marketing campaigns.

It proved to be valuable for multiple teams due to the enhanced clarity it provided.

• For Product Development - reduced the risk of developing only the features that are needed, and helped refrained from the unwanted features.
• For the marketing team - valuable insights into the target audience behaviours and motivations, gave some kind of a outline for marketing campaigns that resonate well with customers.
• Development team - reduced development cycles and costs, lesser iterations, more efficient allocation of resources toward high-impact features. Left them with better visibility to tackle the challenges in terms of API and SDK customisation.
• Design team obviously got better understanding of user behaviours and preferences, and equipped them with enough data to do better problem solving.

Client also appreciated the opportunity to actively participate in the design process, which led to a stronger sense of ownership and commitment to the project's success. This also instilled confidence in clients, and led to a stronger working relationships and more successful project outcomes.