Product and Service Development lies at the bottom of this analysis. My work goes through the first two phase of the whole process: Product Planning and arrives until the second step which is Conceptual Design . In particular, the main goal of this work is to define a correct procedure and to investigate how to correctly write a Requirement analysis for Personal Loan services. Goals of my Analysis:  Wide view on Italian Personal Loan Market . Why Personal Loans are so important for Bank Business.  Understanding Customer Needs through Focus Groups Direct Observations and Personas, Scenarios and Use Cases.