Our talk at the IxDA Milan& Turin Chapter: Solvy - an end to end project of an instalment card for the European market in which we designed the value proposition, naming, branding, customer interactions, app flow and screen flow.

1. Solvy
IXDA
June 2018

2. Gabriele Demarin
Visual Designer @Sketchin
5y Digital Manager @Artemide
3y Visual Designer @Feral Interactive
Intro
Who we are
Alberto Andreetto
Interaction Designer @Sketchin
2y IX Designer @Stylight
2y Digital Designer @Lastminute

3. Sketchin is a smart, strategic, design firm that shapes the future experiences.
Our goal is to help companies and organizations understand, design and deliver
future-proof products, services, systems and processes that hat exceed
people’s expectations.
Today we are one of the most renowned design firm in Europe, with a branch
in Lugano (Switzerland), San Francisco (US), Madrid (ES), Rome (ITA) and Milan
(ITA) . From September 2017 we are part of Bip group.
Intro
Sketchin

4. Intro
Method
Challenge
The project
01. Understand
Today’s and
tomorrow’s experience
02. Design
For the experience
03. Evolve
The experience
04.

5. Challenge the project

6. Challenge the project
In a participatory way we set the focus of
the project’s main objectives in order to
envision the Solvy future experience and
make it consistent.

7. First meeting between Halva and Sketchin teams to collect the brief
and define project’s goal: our goal is to design an instalment card to
export in Europe first, and world wide later, a new way to conceive
the shopping experience.
Challenge
Collect the brief

8. Define and understand the
experience

9. Define and understand the experience
Through collaborative activities and
using complementary research
techniques, we defined functional
guidelines consistent with the project
objectives and we understood the way
different kind of customers will live their
tomorrow’s Solvy experience.

10. Collaborative activity with Halva and Sketchin teams aimed to define
together the visual style of the new brand.
Before starting to design a new visual language it’s important to
explore new trends and visual guidelines, both among competitors
and in different fields, and define together the business objectives in
order to discover which direction to take to deliver the best
consistent experience to the user.
Define and understand the experience
Visual Exploration Workshop

11. 1| USEFULNESS
There is pure value in the client’s usage of the product.
2| GOOD COMMUNICATION
Marketing and communication must be high standard but still convey the
uniqueness and approachability of the service itself, without being exclusive and too
high.
3| SIMPLICITY
Give the user the chance to have a clear and easy experience in every channel and
to find consistency through different media.
4| CONVENIENCE
The true convenience for the client of using the product is very high.
Define and understand the experience
Pillars

12. A collaborative activity to assess the strengths and weaknesses of
current and potential competitors.
This analysis is an essential component of corporate strategy and
provides a strategic context to identify opportunities and threats,
combining all the relevant competitors into one framework.
Define and understand the experience
Competitors

13. An individual activity to explore limit and possibilities of competitors
and big players in the fintech industry.
Mapping the do and don’t of other companies let us to better
understand the path to follow in designing the visual experience of
the service.
Define and understand the experience
Voting

14. A collaborative activity meeting to define the project Value
Proposition identifying the main target profiles, users’ pains and
gains, gain creators and pain relievers.
Define and understand the experience
Value proposition

15. Solvy
helps regular people from the mass market
who want to experience their shopping in a relax and easy way without worries about prices
by avoiding any overpayment
and increasing the monthly shopping capability
unlike regular credit cards and loans.
The Solvy Value Proposition

16. A collaborative activity aimed to map today users’ experience using
Halva products and services.
The goal of this workshop was to understand all the existing features
of the service and who was going to use it. Knowing the user and
match his needs is the first rule to create an unique experience.
Define and understand the experience
Customer Experience Workshop

17. Together with the team we mapped the current customer journey.
We split the different channels (online, telephone, bank) and we
mapped the actions the user has to do in order to accomplish his
goal, the needs and expectations that he has approaching a specific
step, the pain points he face during the experience and the different
opportunities that they bring to us.
Define and understand the experience
Customer Journey as is

18. Maria, the householder
Maria is a teacher and uses to control the family
budget, while her husband is a driver. She spends 90%
of time between work & home. She likes to make hand-
made goods and goes to the gym to swim and fitness
courses. She uses to shopping during the week-
end.She travels for vacation 2 times per year with her
husband and kids.
Worries and expectations
She feels responsible for her family and needs money to
repair her car, to buy a new warm coat for the winter and
seasonal clothes for her kids, to build their home, to go
to vacation and to buy presents during holiday. She
would like to have more time and money to help better
her parents and go outside with all her family.
Values and influences
She believes in honesty, responsibility and family.
She is influenced by Social Media (Facebook and
Instagram), TV, magazines ADV and marketing
campaigns that she sees often inside the billboards of the
city. She trusts in her husband, neighbors and friends
opinion.35 years 2 kidsMarried Teacher

19. Design for the experience

20. Design
Design Strategy
Thanks to the insights and design opportunities identified during the
previous activities, it has been possible to elaborate a series of
guidelines that will be fundamental to:
- build a product / service design strategy and its possible future
evolutions;
- validate the design assumptions in order to start the design
process.

21. Based on the workshop we had in Milan we investigated different
paths in order to come up with names with may backgrounds.
We followed 3 main paths, an English one, using English roots to
have internationals names. A Russian one, we took words from the
Russian world making them more international and recognisable and
a Latin one, taking something from the past in order to create unique
names.
Design
Naming

22. Designing a name is not just a matter of creativity. Numbers are
involved too. We used an analytic approach in order to explores
different paths and to have quick feedbacks on the names we found.
Design
Survey and numbers
14
possible names
proposed
6derived names
3international
surveys
300+votes
20nationalities
involved
30+names founded

25. Design
Solvy
The chosen name is SOLVY.
It has a latin roots, solvo, that means “payment”, with a friendly
declination. The final Y gives the name an international sound and a
more approachable feeling.

26. Design
Co-Design workshop
Collaborative activity among the Solvy’s and the Sketchin teams, in
order to explore and define the app’s value proposition and its use
cases’ screen flow.
The mapping activity allows Solvy to have an overview of both user’s
perspective and infrastructural features that the future “phygital”
ecosystem needs to have.

27. Co-design workshop
Rip and Mix
Rip+Mix is a fast, effective and engaging idea generation tool to help
encourage creative and innovative thinking made by applying lateral
thinking to “pain points” in the considered business.
We’ve analysed pleasurable products or services in terms of its
function, who has a stake in its success, how it makes users feel etc.
and then we’ve applied the same process to Solvy.

28. Co-design workshop
Co-Design Mapping to be
A collaborative activity aimed to map tomorrow users’ experience
using Solvy.
We designed the customer journey to be to deliver perfect user
experience to better guide Solvy’s users through its whole products/
services ecosystem.
With this activity we designed the best experience collecting for each
pain point we discovered in the first workshop several solutions.

29. Co-design workshop
Prioritization
We took all the different solutions we found in the Co-Design activity
and we prioritised them.
We placed each and every post-it in a chart with customer value on
the x-axis and business value on the y-axis, the post-it in the upper
right quadrant are the one that are a must be for the service.

30. Co-design workshop
Validation
After the prioritisation activity we took every idea and we placed it in
a chart with the aim of challenging the feasibility of it. We divided the
chart in easy, medium and hard to develop sections and then we
placed the post-it in it.

31. Design
Customer Journey to be
The customer journey to be is a deliverable that map all the different
step that a customer has to follow in order to accomplish the service
goal.
This mapping is a high level one and talks about the experience the
user must have without falling into detailed descriptions.

32. Branding and visual language

34. Design
Logo definition
Working with the Solvy team we focused on a
smooth, friendly and clean visual design for the
logo.
The result is a fresh, modern and trustable
design that expresses not only the innovation of
the service but its human side and at the same
time its reliability.

36. Design
Color exploration
We explored several different color
combinations to convey the sense of:
- Innovation
- Confidence
- Technology.
Playful shape
Sense of technologySense of innovation Sense of confidence

37. Design
Logo declination
The shapes of the positive and negative
spaces of the logo creates a large
variety of possibile declinations of
the logo itself.
The smile can also be used during
animation processes in order to express
sentiments that can emphasize with
the user.
Main usage
Alternative usage
Emoji/Animation

38. Design
Credit card design
Playing the logo shape and the colors
it is possible to design many different
credit cards, all different but all
recongizable as “solvy”.

39. Design
Merchant
sticker
The smile that been used
as the shape to design the
merchant sticker.
This solution in perfect for
an immediate impact
being also very
recognizable.

40. Design
Solvy
Brandbook
A full brandbook has been
designed in order to give
all the needed info to use
and develop the Solvy
brand. Card design, App
design, icons, logo
usage, fonts and
typography and colors all
in one book.

41. Mobile App

42. Design
App flux
Visualize and explain in details each aspect of the offered service for
each use cases. The flow allows all the actors involved to have an
overview of the offered service and its ecosystem and gives a
detailed map of the Solvy app interface and functionalities. This is a
mandatory deliverable to design the App screen flow.

43. Numbers
12 app sections
98 steps

46. Design
App Interface
The app is the main touchpoint for the
Solvy experience. We designed it
keeping in mind the pillars: usefulness,
good communication, simplicity,
convenience.

47. Design
App Design and UI
A fresh and simple design consistent
with the brand values, an intuitive UI
that empowers the user to always
control his expenses.

48. Design
App
badge
The app badge has been
designed to be immediately
recognisable with the help
of the smiley logo.
The white background helps
the good visualization even
with complex
backgrounds.

49. Design
Splash
The splash screen is the first screen
that the user sees while the app is
loading. The smile we designed is so
versatile that even in this case can be
used as a stand alone animation to
entertain the user while everything is
getting ready in the background.

51. Thank you
We are hiring
Jobs@sketchin.ch
IX Designers
Visual Designers
Service Designers

52. evolving experience over people expectations
Contact us at +41 91.600.26.60 or info@sketchin.ch