selected business article finished product

Selected Business Article

Millennials Are Saying No to

Credit Cards

http://money.cnn.com/2014/09/08/pf/millennials-credit-cards/

Jessica Harrington Professor Klinkowstein

Summary

• 6 out of 10 don’t own a credit card.


Summary

• Bad economy and fearing debt.


Summary

• Good credit score is essential.


Setting / Activity for Ethnographic Observation

Millennials buying things at book store with credit or debit card.


Ethnographic Research, Millennials Using a Credit or Debit Card


Ethnographic Research Observations


• All but one of the students observed used debit cards or cash to purchase items.



• Students observed did not make big purchases, only small items from bookstore.



• One man who bought a grey hoodie did not respond to the cashier when she said hi to and asked him about his day.



• Students didn’t seem to spend more than $30.



• Male students seemed more anxious about talk to the cashier than women. (Talked quickly, less eye contact)

Ethnographic Research Findings


• Students don’t need bank credit cards because they’re not purchasing expensive things. A store credit card would possibly attract people.

Ethnographic Reading Summary


• The goal for IDEO in this article was to redesign the checkpoints in airport security.

Ethnographic Research-Who are the Users



• Prototypes were made, including a training curriculum for TSOs that focus more on understanding people and behaviors.




• Ethnographic research is valuable in understanding what users want, not just a general idea.




• IDEO designed a calmer environment by focusing more on explosives and people with hostile intent.

IDEO TSA Project



• The physical space of airports was analyzed and redesigned to reduce stress of travelers.

IDEO TSA Project



• TSA is using a human-centered approach to increase security by getting rid of other chaos.

IDEO TSA Project



• IDEO research is observation-based, human-centered methods to understand hidden truths, needs, wants.

Ethnographic Research IDEO



• Analogous cases help inspire innovative approaches for redesigns. Such as a hospital emergency room and a NASCAR pit crew.




• Meaningful benefits are provided for the consumer and the business. Innovating ideas that will last are ones that are willing to change with needs.


Proposal for an Innovative Business


• Using a smartphone app or online system users can pre-set a spending allowance and what types of purchases one wants to allow through categories linked to the card.



• The app allows one to share their success with friends and compete with other users for having a better credit score.



• Applications include allowing users in their early to mid-twenties to obtain a better credit score allowing them to buy a house or car, and allowing users 17-20 years old to practice good credit card use.

Tagline Research


• L’OREAL Because you’re worth it.

• Subway eat fresh.

• Verizon We can hear you now.

New Tagline


• Your Budget Needs It.

Raw Background Images


Blurred Background Images


Image and Tagline Study


selected business article finished product

Design

ethnographic research

store credit card

better credit score

summarygood credit score

bank credit cards

good credit card use

debit cards

ideo tsa project