Bojan Blecic - The Power of Design

1. UX SG Conference
June 27-28, 2013
Bojan Blecic
VP and Head Experience Design
OCBC Bank, Singapore
The Power
of Design

3. Undifferentiated
Comparable
Easily replicable
Why Design?

4. VSDesign approach Business approach
Words, NumbersPictures
Focus on resultsFocus on process
Doing Planning
DefinitiveUncertain, iterative
Evolutive, continuous Completed

5. Card top up at ATM
Before After

6. Insurance form
Before After

7. Example project

8. GCFS/GCADDecember2011Co.Reg.No:193200032W
Services for Online Banking
You can apply instantly at any OCBC ATMs or visit www.ocbc.com/login.All information are mandatory unless stated.
For bank’s use
Name
Mailing address
Your details
NRIC / Passport number
Mobile numberEmail address
As per NRIC / Passport
1
+( )
Verified by Date
$20 replacement fee will be debited from this account number
Re-issue my
internet banking PIN
Your new internet
banking PIN will be sent
to you within 5 working
days upon submission of
this form.
Your choice will be
activated within 3
working days upon
submission of this form.
Your internet banking
account will be
terminated within 3
working days upon
submission of this form.
Changes will be
made within 3
business days
upon submission
of this form.
Your replacement hardware token will sent to your
mailing address above within 5 working days upon
submission of this form.
Link / unlink accounts from my internet banking Terminate
my internet banking
Re-issue my
hardware token
Add / remove option to
send code to my mobile
via SMS
Update my mobile
number as above
Link
Link
Link
Unlink
Unlink
Unlink
Account number
Account number
Account number
What services do you require?2
Terms and conditions agreement
What to do next
5
6
I agree to abid and be bound by the Terms and Conditions
Governing Electronic Banking Services, which I have read and
any amendments, alterations and additions thereto as may be
from time to time be made.
I consent to disclosures as provided therein and agree that all
payments be debited to my accounts with you.
Send the completed form to OCBC Bank, Account Services,
Bras Basah Post Office, Locked Bag Service No. 8, S911886
Bring your completed form and NRIC /
passport in person to any OCBC branch.
If you mail in, confirmation letters will be sent to your
old and new addresses (except Treasury Products).
If thumbprint is used instead of signature,
please visit any OCBC Branch to update.
Authorised signature
Visit branch
Send by mail
Date
/ /
DD / MM / YY
OR
Old form New form

9. 409forms/month
with errors
22%
Error rate
1%
Error rate
13forms/month
with errors
Old form New form

10. Old page New page

11. 600
From 20,000 pages to

13. Fix the
problem
Understand
the problem
Verify the
effectiveness
of the fix

14. Understand the problem
• Get the big picture
• Draw the situation (make the problem visible)
• Ask "why"?
• Agree on the problem

17. Fix the problem
• Explore different options
• Ask "why not"?
• Prototype and refine

20. Verify the effectiveness
• Put in front of customers
• Collect feedback
• Improve

23. The iterative process
Understand
Verify
Fix

24. Option A Correspondence

25. Don't understand
or are unsure
about what to do
4 out of 8customers

26. Option E Correspondence

27. We have saved
$ 28
8 out of 8 know what to do

28. The cost of confusion?
1.2 Mcustomers

29. The cost of reputation ?

30. Don't beautify.
Find pain points and
fix them

31. Design is a
problem solving tool

32. Thank You
Bojan Blecic
VP and Head Experience Design