track b 1115_bottorf

Thank you.

continuuminnovation.com @_Continuum @tobybottorf

Emotional Design and Complex Systems

Toby Bottorf Bentley University October 2013

Thank you.

Hello.

Toby Bottorf Bentley University October 2013

Let’s talk about feelings.

DAILYPUPPY.COM

HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?

HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? MIGHT

Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models

THE TROUBLE WITH SYSTEMS

Systems

Legal Healthcare

Financial Educational

Criminal Justice

THE TROUBLE WITH SYSTEMS

• Opacity • Access • Complexity • Trust

UNDERSTAND PEOPLEContinuum’s Core

UNDERSTAND EXPERIENCEContinuum’s Core

TWO PATHS TO THE RIGHT IDEA

Thank you.

USABILITY DETERMINED BY SEQUENCING.

Mortgage disclosure

“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)

THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

2 3 4 5

2 3 4 5 6

2 3 4 5 6 7 9 8

THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS

AND HIGH EMOTIONS

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.

MORTGAGE SHOPPING FORM

Thank you.

CASE STUDY

BBVA: The Customer-centric Bank

UNDERSTANDING HOW PEOPLE BANK

Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models

Thank you.

BBVA’S ORIGINAL QUESTION

What will be the branch of the future?

UNDERSTANDING HOW PEOPLE BANK

MY MONEY VS MY LIFE

This fundamental separation really drove the rest of the project. Simple, obvious, YES... but a powerful tool for design

Financial Well-beingGetting Stuff Done

DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE

CREATING A CONSISTENT USER INTERFACE FOR A MULTI-CHANNEL SYSTEM

POSAgent / Partner

ATMKiosk, Drive-thru, Easy Bank ATM

MOBILEHome, On The Go

WEBHome. Easy Bank Cocoon

TOUCHSCREENWell-Being Center

STAFF IPADEasy Bank, Well-Being Center

LOLA: ORCHESTRATING THE SERVICE EXPERIENCE

PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS

ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE

Thank you.

CHALLENGES

What’s so hard about being customer centered?

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.

BANK OF THE FUTURE THIS IS DISRUPTIVE

VISION

2009 2011 2015 2023 2060

Forecasting

DISRUPTIVE OF STRATEGIC PLANNING

Potential Customers

Current Customers

DISRUPTIVE OF INVESTMENT PRIORITIES

CUSTOMEREXPERIENCE

BUSINESS UNITS

TECHNOLOGY&

OPERATIONS

Support and Enable

Deliver

Typical Project Focus

DISRUPTIVE OF PRODUCT DEVELOPMENT

CUSTOMEREXPERIENCE

BUSINESS UNITS

TECHNOLOGY&

OPERATIONS

Support and Enable

Deliver

Continuum’s Approach

DISRUPTIVE OF PRODUCT DEVELOPMENT

Customer Experience

Business Structure

DISRUPTIVE OF ORGANIZATIONAL STRUCTURE

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.

SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION

Flagship

Pharmacy POS

Drive Thru

Easy Bank

Small Shop

ENGAGING AND ALIGNING THE ORGANIZATION

Thank you.

FINANCIAL SERVICES

Usability, utility and fit

UX DESIGN AND SERVICE DESIGN

UX DESIGN

SERVICE DESIGN

NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”

Customer Agent

MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT

47Story Three: An Unhappy Customer

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 o!ering them incentives, so we don’t lose them as customers.

Hello, yes, I’m calling to protest some bogus charges, and to end my account with you.

Thank you.

Thank You

track b 1115_bottorf

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