UX STRAT Europe 2018 presentation slides by Marta Alcañiz of BBVA: "Experience Strategy for an Award-Winning Banking App"

1. …for an Award-Winning Banking App
BBVA Experience Strategy

2. Design in BBVA
We are shifting from “Design as Production” to
transforming BBVA into a human centered service organization
where Design is embedded into the organisation’s DNA.
Design as production
Top management
bets for design
Our new brand and
Design language
Scaling Design
globally
Enabling employees
Driving strategic result
Design in DNA

3. What's in BBVA's
digital strategy?

4. A Data based company
with a clear purpose

5. The virtuous triangle
Data & Technology
Cutting edge tools allow us
opportunities to assist our
customers like never before.
Design experience
Our goal is to provide
excellent service
experience that goes
beyond a traditional
banking role.
BBVA
Business
All businesses are about dollars
and cents. The intention is to
turn a profit.

6. Agile
Team
Agile as an accelerator…
Tech
Design
Business
Digital Transformation Spain
Multidisciplinary team, working in Agile
Data
Security
etc
Riesgos
19 Business Programs: Do it
yourself,Smart interactions,
Mobile Experience,Open
market,My manager in my
App,etc
Split into 63 Scrums
600 people as a part of the
DigitalTransformation plan

7. Design methodologies
Strategic design / Big picture Agile / MVP

8. Experience Business Disruption
Services which help people
to make the best financial
decisions.
Product & services focus
on mobile experience.
Preparing for the short
term future.
Valora
Bconomy
Data for building
trust and engagement
Capitalize on consumer interaction
Consumer data and consumer behavior
Data for shaping the future
3rd party consumer data
PSD2
GDPR
Trust circle
3rd party consumer dataE2E digital
experiences
92%
Consumer data for…

9. An example
John, 36 years old
Teacher. Single. Lives in Madrid and shares a flat
with a co-worker. He has an income of €1,400.
He uses two accounts in different banks; BBVA
and ING. He uses the BBVA account for his day-
to-day transactions. He uses the ING account to
save.
Data…to anticipate

10. An example
3rd party data
Making
business

11. A data based company
A new customer centric purpose
Virtuous triangle
Agile as an accelerator
BBVA digital strategy

12. Driving strategic results
Best Banking App 2017
Customer satisfaction and
Forrester acknowledge

13. The Challenge (Sep 2017)
Re-think the Experience Design Strategy with three clear objectives.
Bring new brand
purpose “Creating
opportunities” to
people.
Enhance commercial
capacity. To make the
best of user
interactions.
Offer new services
to help people to
make the best
financial decisions.
1 2 3

14. Bring new brand purpose
“Creating Opportunities”
to the Spain App experience
1

15. “Bringing the edge
of opportunity to everyone”
Convenience Transparency Amazing Empowerment
Effortless
“My bank is in my
mobile phone”
No Surprises
I understand, I
remember and I know
how to explain.
Delightful
They are interested
in me and surprise
me
Skillful
I’m at the wheel

16. Convenience
“My bank is in my mobile phone”
• Becoming a new customer is
very easy.
• I can do most banking process
from my app.
• If I need help, I always have it
on hand and no waiting.

17. Transparency
“I know what is going on.”
• End to end operations
on products and
services in a
contextual way.

18. A design System

19. Listen constantly to the user

20. 2
Creating meaningful services
with a purpose
Smart decision making

21. Bconomy Valora
Helping our
customers to
improve their
financial situation
Helping our
customers to plan
the purchase of
their first home
Discovering new services

22. Empowerment
“BBVA helps me to improve my Financial Health”
Bconomy
Combine user data and
behavior to help them
make better financial
decision

23. 75
100
Automatic diagnosis supported by four variables
Monthly savings Home expenses Debt Economic Freedom
Tools for making plans / BBVA proactivity
Budgets Goals Benchmarks My Day to Day

24. Amazing
“BBVA helps me to achieve my personal goals”
Valora
Valora helps our customer
and non-customers in
making the decision to
purchase a new home

25. 3
Enhance commercial
capacity

26. The results

27. x 2.3
Bconomy
x 1.2
Valora
x 11
Future
movements
x 2.4
Bizum
1. Improve visibility for new experiences

28. x 1.9
CREDIT
cards
x 1.7
PENSION
plans
x 1.2
CURRENT
accounts
x 1.7
INVESTMENT
funds
2. Drive growth in digital sales

29. ¡Muchas gracias!
marta.alcaniz@bbva.com
@kapicuak