designing for financial services / service design drinks

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

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

Who is the host?

Broadcasting globally

Next up

Nina Birri Service Designer, S I L A B S

Sebastian Frederick Müller Experience designer S I L A B S

Designing for Financial Services Nina Birri & Sebastian Frederick Müller

Berlin, 9. September 2015

Nina Birri & Sebastian F. Müller

Money is quite a good invention!

Without Money:

Designing for Financial Services | S. 2 von 24

Nina Birri & Sebastian F. Müller

Money is a quite good invention!

Designing for Financial Services | S. 3 von 24

Nina Birri & Sebastian F. Müller

Money is a quite good invention!

With money:

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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

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)

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Nina Birri & Sebastian F. Müller

It is all about Trust!

They all sell the same product at the same conditions

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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)

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Nina Birri & Sebastian F. Müller

Meeting with friends

A B

Going to the dentist

Funfactor Banking

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Nina Birri & Sebastian F. Müller

Meeting with friends

A B

Banking

Going to the dentist

Funfactor Banking

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Nina Birri & Sebastian F. Müller

Necessary but low involvement

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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

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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

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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

Nina Birri & Sebastian F. Müller

„Attractive Things work better“

Don A. Norman

ATM Interface Tests by Masaaki Kurosu & Kaori Kashimura

with design you can make things more easy to understand

Quelle: http://www.sigchi.org/chi97/proceedings/paper/nt.htm (06.09.2015)

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Nina Birri & Sebastian F. Müller

Don t let the user spend time looking where things are!

ING-DiBa: Context sensitive navigation barScreenshot: Online Banking ING-DiBa (06.09.2015)

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Nina Birri & Sebastian F. Müller

People trust in interactions they are used to

Login Deutsche Bank Login Number26Screenshot: Login Deutsche Bank Privatkunden (06.09.2015) Screenshot: Login Number26 App (06.09.2015)

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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)

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Nina Birri & Sebastian F. Müller

„I would never do that!!!“ Sebastian‘s girlfriend

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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

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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

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

Nina Birri & Sebastian F. Müller

79% of all payments in Germany are cashQuelle: Plusminus

http://www.daserste.de/information/wirtschaft-boerse/plusminus/videos/bargeld-ad-wie-aldi-lidl-co-unser-bezahlen-veraendern-100.html (06.09.2015)

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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

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Nov 13–14, 2015 Berlin / Germany www.serviceexperiencecamp.de

Interactive conference for Service Innovators

Thanks for joining

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