In our research, we used Design Thinking and our "One Week Sprint" methodology to identify digital transformation opportunities for the Hungarian banking sector. Our main findings can be grouped to three main areas: (1) the changing role of branches (2) online, mobile and phone-based services and (3) products and services. The compound of customers is quite heterogeneous in age, education or income status for all banks in our research, therefore, the possibility of generalization of problems and possible solutions is limited. A major challenge for banks is that they need to think up to 20-30 customer segments, and offer services with which can serve the needs of other segments – so generic enough to meet more segments' needs. Of course, the strategies of banks may differ in the targeted segments; however, banks with general strategy can be dominated by competitors concentrating on a niche strategy, or a FinTech, for example, with the widespread application of digital solutions.
Fehér, Péter and Varga, Krisztián, "Using Design Thinking to Identify Banking Digitization Opportunities – Snapshot of the Hungarian Banking System" (2017). BLED 2017 Proceedings. 39.