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Track b 1115_bottorf
- 1. Thank you.
Emotional Design and
Complex Systems
Toby Bottorf
Bentley University
October 2013
continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 2. Thank you.
Hello.
Toby Bottorf
Bentley University
October 2013
continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 4. HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 5. HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?
MIGHT
Challenges for Retail Banking
• Trust
• Channel proliferation
• Physical and digital integration
• New business models
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 6. THE TROUBLE WITH SYSTEMS
Legal
Healthcare
Financial Systems
Educational
Criminal Justice
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 7. THE TROUBLE WITH SYSTEMS
• Opacity
• Access
• Complexity
• Trust
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 10. TWO PATHS TO THE RIGHT IDEA
© 2013 Continuum LLC | Proprietary & Confidential
- 11. Thank you.
USABILITY DETERMINED BY SEQUENCING.
Mortgage disclosure
continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 12. Overall you just don t interact with
the forms that much; it s a back of
house document trying to become
a front of house document; banks
and lawyers understand it but
regular people don t.
-Ken (Real-estate lawyer)
CONTINUUMINNOVATION.COM | © Continuum LLC. Proprietary & Confidential.
© 2013 Continuum LLC
12
Proprietary & Confidential
- 13. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
© 2013 Continuum LLC | Proprietary & Confidential
- 14. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
© 2013 Continuum LLC | Proprietary & Confidential
- 15. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
2
© 2013 Continuum LLC | Proprietary & Confidential
- 16. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
2
3
© 2013 Continuum LLC | Proprietary & Confidential
- 17. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
4
2
3
© 2013 Continuum LLC | Proprietary & Confidential
- 18. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
4
2
3
5
© 2013 Continuum LLC | Proprietary & Confidential
- 19. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
4
2
3
6
5
© 2013 Continuum LLC | Proprietary & Confidential
- 20. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
1
4
2
3
6
5
7
8
9
© 2013 Continuum LLC | Proprietary & Confidential
- 21. THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS
© 2013 Continuum LLC | Proprietary & Confidential
- 23. MAKE THE PROCESS EMOTIONALLY USABLE
• FAMILIAR & SIMPLE LANGUAGE:
Translate units into consumer s mental model.
• CLEAR & CONSISTENT CONTENT:
Make sure terms mean the same across forms and touchpoints.
• DATA THAT MATTERS:
Get rid of back of house legacy and leave only added value data.
• TANGIBILITY:
Use visual cues that are engaging and compelling.
© 2013 Continuum LLC | Proprietary & Confidential
- 25. Thank you.
CASE STUDY
BBVA: The Customer-centric
Bank
continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 26. UNDERSTANDING HOW PEOPLE BANK
Challenges for Retail Banking
• Trust
• Channel proliferation
• Physical and digital integration
• New business models
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 27. Thank you.
BBVA’S ORIGINAL QUESTION
What will be the branch of
the future?
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 28. UNDERSTANDING HOW PEOPLE BANK
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 30. MY MONEY VS MY LIFE
VS
v.s
Getting Stuff Done
Financial Well-being
This fundamental separation really drove the rest of
the project. Simple, obvious, YES... but a powerful tool
for design
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 32. DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 33. CREATING A CONSISTENT USER INTERFACE FOR
A MULTI-CHANNEL SYSTEM
POS
ATM
MOBILE
Agent / Partner
Kiosk, Drive-thru, Easy Bank ATM
Home, On The Go
WEB
TOUCHSCREEN
STAFF IPAD
Home. Easy Bank Cocoon
Well-Being Center
Easy Bank, Well-Being Center
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 34. LOLA: ORCHESTRATING THE SERVICE EXPERIENCE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 35. PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 37. ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 38. Thank you.
CHALLENGES
What’s so hard about
being customer centered?
continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 40. BANK OF THE FUTURE
THIS IS DISRUPTIVE
Developing a customer-centric strategy
In the past, the bank built its customers’ trust by ensuring them stability and solidity—by promising to stay forever the same
as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that
helps each customer reach his individual goals.
© 2013 Continuum LLC
Proprietary & Confidential
- 41. DISRUPTIVE OF STRATEGIC PLANNING
VISION
Forecasting
2009
2011
2015
2023
2060
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 42. DISRUPTIVE OF INVESTMENT PRIORITIES
Potential Customers
Current Customers
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 43. DISRUPTIVE OF PRODUCT DEVELOPMENT
CUSTOMER
EXPERIENCE
Deliver
BUSINESS
UNITS
Support
and Enable
TECHNOLOGY
&
OPERATIONS
Typical
Project Focus
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 44. DISRUPTIVE OF PRODUCT DEVELOPMENT
Continuum’s
Approach
CUSTOMER
EXPERIENCE
Deliver
BUSINESS
UNITS
Support
and Enable
TECHNOLOGY
&
OPERATIONS
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 45. DISRUPTIVE OF ORGANIZATIONAL STRUCTURE
Business Structure
Customer Experience
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 46. PROTOTYPING THE NEW SERVICE EXPERIENCE
The bank of the future was prototyped in full scale to enable our team and our client to
assess and refine the experience. This included creating experiential models of the physical
touch-points and environments, as well as demonstrations of on-screen interactions.
Role-playing enabled us to pressure test employee interactions and understand how the
new digital tools worked.
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 47. SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION
Easy Bank
Pharmacy
POS
Drive
Thru
Home
Small
Shop
Kiosk
Flagship
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 48. ENGAGING AND ALIGNING THE ORGANIZATION
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 50. Thank you.
FINANCIAL SERVICES
Usability, utility and fit
continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 51. UX DESIGN AND SERVICE DESIGN
UX DESIGN
SERVICE DESIGN
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 52. NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 53. NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”
Customer
Agent
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential
- 54. MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT
Story Three: An Unhappy Customer
47
Hello, yes, I’m calling to protest some bogus charges,
and to end my account with you.
As a customer I need to be able to easily connect with a call center agent that has the power to help
me, so my issues can be resolved.
As a call center agent I need to be able to retain customers that are very upset by offering them
incentives, so we don’t lose them as customers.
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC
Proprietary & Confidential