Another example is the work IDEO did for Bank of America. Asked to help attract new customers from a specific target market - middle-aged women with children - the firm, along with a team from the bank, conducted interviews with potential customers across the US. They observed that some of them rounded up their bill payments for speed and ease of mental arithmetic: if an electricity bill came in at $42.23, they found that many would pay, for example, $45, knowing the difference would go towards the next bill. It meant household accounts were simplified, and also that the customer's psychological relationship with the utility company was subtly changed.
via wired.co.uk
Brilliant
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