After a little summer break Service Design Drinks came back for the serious things in life: How do you design for financial services? What are the special challenges when working on experiences around people’s future well-being and prosperity? How do you build trust? Or even turn future financial planning even into a little fun? Nina Birri and Sebastian Frederick Müller are service designers at SI Labs in Berlin and were the evening’s guest speakers. Sebastian designs for financial technology since 2011, most prominently working on mobile applications for ING-DiBa. Nina has a background in business and economics and previously led design thinking projects for the Zürcher Kantonalbank. Their lightning talk on ‘Designing for Financial Services’ was followed by an interactive hands-on exercise. Afterwards there was time for drinks and mingling.

1. Service
Design
Drinks
W I R E / S E P T E M B E R 9 , 2 0 1 5
Designing for
Financial
Services

2. Katrin
PhD Candidate,
University of
Potsdam
Who is inviting?
Olga
Business
Consultant,
Fuxblau
Manuel
Service
Designer,
Fuxblau
Mauro
Designer
Consultant,
Boana
Martin
Experience
Designer,
Nokia / HERE

3. Who is the host?

4. Broadcasting globally

5. Next up
Nina Birri
Service Designer,
S I L A B S
Sebastian Frederick Müller
Experience designer
S I L A B S

6. Designing for Financial Services
Nina Birri & Sebastian Frederick Müller
Berlin, 9. September 2015

7. Nina Birri & Sebastian F. Müller
Money is quite a good invention!
Without Money:
Designing for Financial Services | S. 2 von 24

8. Nina Birri & Sebastian F. Müller
Money is a quite good invention!
Designing for Financial Services | S. 3 von 24

9. Nina Birri & Sebastian F. Müller
Money is a quite good invention!
With money:
Designing for Financial Services | S. 4 von 24

10. Nina Birri & Sebastian F. Müller
Money makes our daily life
so much easier.
Visual: 190 Pages
www.190pages.de
Designing for Financial Services | S. 5 von 24

11. Nina Birri & Sebastian F. Müller
Design and the financial industry
have a history together
Communication of value, growth and trust
Anton Stankowski, Logo Deutsche Bank 1974
Quelle: Stankowski-Stiftung
http://www.stankowski06.de/basis/html/kategorien/marken_grafikdesign/marken.html (06.09.2015)
Designing for Financial Services | S. 6 von 24

12. Nina Birri & Sebastian F. Müller
It is all about Trust!
They all sell the
same product at the
same conditions
Designing for Financial Services | S. 7 von 24

13. Nina Birri & Sebastian F. Müller
If things look strange they are not trustworthy
Phishing Mail.
Quelle: Bayerischer Rundfunk
http://www.br.de/radio/bayern2/gesellschaft/notizbuch/mail-spam-phishing-sparkasse-100~_v-img__16__9__xl_-d31c35f8186ebeb80b0cd843a7c267a0e0c81647.jpg%3Fversion%3D78af1
(06.09.2015)
Designing for Financial Services | S. 8 von 24

14. Nina Birri & Sebastian F. Müller
Meeting
with friends
A B
Going to
the dentist
Funfactor Banking
Designing for Financial Services | S. 9 von 24

15. Nina Birri & Sebastian F. Müller
Meeting
with friends
A B
Banking
Going to
the dentist
Funfactor Banking
Designing for Financial Services | S. 10 von 24

16. Nina Birri & Sebastian F. Müller
Necessary but low involvement
Designing for Financial Services | S. 11 von 24

17. Nina Birri & Sebastian F. Müller
„In the end of the month there is
not enough money on my bank
account.“
„If I have done all transactions
I feel relieved.“
How people experience banking
Designing for Financial Services | S. 12 von 24

18. Nina Birri & Sebastian F. Müller
„In the end of the month there is
not enough money on my bank
account.“
„If I have done all transactions
I feel relieved.“
How people experience banking
Banking is stress
Designing for Financial Services | S. 13 von 24

19. Nina Birri & Sebastian F. Müller
If you do not understand how to use your
banking software, it is even more stressful
There is still lots of potential in the design of banking services
Screenshot: Online Banking Raiffeisenbank (06.09.2015)
Designing for Financial Services | S. 14 von 24

20. Nina Birri & Sebastian F. Müller
„Attractive Things
work better“
Don A. Norman
ATM Interface Tests by Masaaki Kurosu & Kaori Kashimura
Quelle: http://www.sigchi.org/chi97/proceedings/paper/nt.htm (06.09.2015)
Designing for Financial Services | S. 15 von 24

21. Nina Birri & Sebastian F. Müller
Don´t let the user spend time
looking where things are!
ING-DiBa: Context sensitive navigation bar
Screenshot: Online Banking ING-DiBa (06.09.2015)
Designing for Financial Services | S. 16 von 24

22. Nina Birri & Sebastian F. Müller
People trust in interactions they are used to
Login Deutsche Bank Login Number26
Screenshot: Login Deutsche Bank Privatkunden (06.09.2015) Screenshot: Login Number26 App (06.09.2015)
Designing for Financial Services | S. 17 von 24

23. Nina Birri & Sebastian F. Müller
Opening a bank account in 5 min
App download Registration Verification with ID Now Done
Screenshots: Kontoeröffnungsprozess Mobile Number26 mit IDNow App (01.03.2015)
Designing for Financial Services | S. 18 von 24

24. Nina Birri & Sebastian F. Müller
„I would never do that!!!“
Sebastian‘s girlfriend
Designing for Financial Services | S. 19 von 24

25. Nina Birri & Sebastian F. Müller
Fintech Online-bank Retail Bank
advantage
— lean digital infrastructure
from the beginning
disadvantage
— need to gain trust
and get known
inbetween
advantage
— etablished
disadvantage
— bulky IT infrastructure
— grown company structures
Online banks and fintechs have an advantage: they have been digital from
the beginning and may offer more convenient digital processes
Designing for Financial Services | S. 20 von 24

26. Nina Birri & Sebastian F. Müller
As fintech you have to gain
trust
— Use your advantage: Offer more
convient digital processes
— Communicate a clear value proposition
— Recognition: build a (unique) CI,
get recognised as a brand
— Appear in specialised press
— Use trust icons (Stiftung Warentest, TÜV)
— Perseverance: you need to etablish
Recognition: Vaamo = Squirrel, Trust icons, press
Clear Value Proposition
Screenshots: www.vaamo.de (06.09.2015)Designing for Financial Services | S. 21 von 24

27. Nina Birri & Sebastian F. Müller
New ways to save and invest
New ways of verification
New ways of payment
Automatic saving
digit.co
Video Ident
ID Now
Biometric verification
Touch ID
Easy ways to invest
Vaamo
Mobile Payment
Applepay
Contextual commerce
Buyable Pins, Pinterest
3 Things that will influence
the way we will design
financial services
Screenshot: www.digit.co (06.09.2015) Screenshot: www.vaamo.de (06.09.2015) Screenshot: www.apple.com/apple-pay/
(06.09.2015)
Screenshot: www.youngbrains.net
(06.09.2015)
Screenshot: https://business.pinterest.com/en/
buyable-pins (06.09.2015)
Screenshot: https://www.deutsche-bank.de/
pfb/content/privatkunden/produktshop_25642.
html (06.09.2015)
Designing for Financial Services | S. 22 von 24

28. Nina Birri & Sebastian F. Müller
79% of all payments
in Germany are cash
Quelle: Plusminus
http://www.daserste.de/information/wirtschaft-boerse/plusminus/videos/bargeld-ad-wie-aldi-lidl-
co-unser-bezahlen-veraendern-100.html (06.09.2015)
Designing for Financial Services | S. 23 von 24

29. Nina Birri & Sebastian F. Müller
Nina Birri
nina.birri@bluewin.ch
@nina_birri
Sebastian Frederick Müller
contact@sfmueller.de
@ebastian
Let´s continue
the conversation
Designing for Financial Services | S. 24 von 24

30. Nov 13–14, 2015
Berlin / Germany
www.serviceexperiencecamp.de
Interactive
conference for
Service Innovators

31. Thanks
for joining
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin