The changing role of money: What its transformation means for financial services

This paper observes the shifts in the role of money, as it gains a larger digital presence, and what this means for merchants and financial services.

The changing role of money: What its transformation means for financial services

Daniel Jenkinson and Robert CookPayPal and Firefish

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Introduction

This paper is about our efforts to understand what money means today. It's about how a creative methodology was able to capture, with genuine empathy, the need for a customer champion in financial services. There were five key principles for research practitioners that emerged from this initiative:

  • Deconstruct complexity to understand it better.
  • Triangulate different perspectives and information sources to get to human truths.
  • In-life testing is essential to get...

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