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© 2013 Continuum LLC Proprietary & Confidential
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continuuminnovation.com @_Continuum @tobybottorf
Emotional Design and Complex Systems
© 2013 Continuum LLC | Proprietary & Confidential
Toby Bottorf Bentley University October 2013
© 2013 Continuum LLC Proprietary & Confidential
Thank you.
continuuminnovation.com @_Continuum @tobybottorf
Hello.
© 2013 Continuum LLC | Proprietary & Confidential
Toby Bottorf Bentley University October 2013
© 2013 Continuum LLC Proprietary & Confidential
Let’s talk about feelings.
© 2013 Continuum LLC | Proprietary & Confidential
DAILYPUPPY.COM
© 2013 Continuum LLC Proprietary & Confidential
HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? MIGHT
© 2013 Continuum LLC | Proprietary & Confidential
Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models
© 2013 Continuum LLC Proprietary & Confidential
THE TROUBLE WITH SYSTEMS
© 2013 Continuum LLC | Proprietary & Confidential
Systems
Legal Healthcare
Financial Educational
Criminal Justice
© 2013 Continuum LLC Proprietary & Confidential
THE TROUBLE WITH SYSTEMS
© 2013 Continuum LLC | Proprietary & Confidential
• Opacity • Access • Complexity • Trust
© 2013 Continuum LLC Proprietary & Confidential
UNDERSTAND PEOPLEContinuum’s Core
© 2013 Continuum LLC Proprietary & Confidential
UNDERSTAND PEOPLEContinuum’s Core
UNDERSTAND EXPERIENCEContinuum’s Core
TWO PATHS TO THE RIGHT IDEA
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
Thank you.
continuuminnovation.com @_Continuum @tobybottorf
USABILITY DETERMINED BY SEQUENCING.
Mortgage disclosure
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential CONTINUUMINNOVATION.COM | © 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)
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
© 2013 Continuum LLC | Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
© 2013 Continuum LLC | Proprietary & Confidential
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THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
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THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
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THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
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THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
© 2013 Continuum LLC | Proprietary & Confidential
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THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
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THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS
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THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS
© 2013 Continuum LLC | Proprietary & Confidential
AND HIGH EMOTIONS
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MAKE THE PROCESS EMOTIONALLY USABLE
© 2013 Continuum LLC | Proprietary & Confidential
• 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
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
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continuuminnovation.com @_Continuum @tobybottorf
CASE STUDY
BBVA: The Customer-centric Bank
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
UNDERSTANDING HOW PEOPLE BANK
© 2013 Continuum LLC | Proprietary & Confidential
Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models
© 2013 Continuum LLC Proprietary & Confidential
Thank you.
© 2013 Continuum LLC | Proprietary & Confidential
BBVA’S ORIGINAL QUESTION
What will be the branch of the future?
© 2013 Continuum LLC Proprietary & Confidential
UNDERSTANDING HOW PEOPLE BANK
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
MY MONEY VS MY LIFE
© 2013 Continuum LLC | Proprietary & Confidential
This fundamental separation really drove the rest of the project. Simple, obvious, YES... but a powerful tool for design
Financial Well-beingGetting Stuff Done
v.sVS
© 2013 Continuum LLC Proprietary & Confidential
DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE
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© 2013 Continuum LLC Proprietary & Confidential
CREATING A CONSISTENT USER INTERFACE FOR A MULTI-CHANNEL SYSTEM
© 2013 Continuum LLC | Proprietary & Confidential
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
© 2013 Continuum LLC Proprietary & Confidential
LOLA: ORCHESTRATING THE SERVICE EXPERIENCE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential © 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
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continuuminnovation.com @_Continuum @tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential
CHALLENGES
What’s so hard about being customer centered?
© 2013 Continuum LLC Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
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
© 2013 Continuum LLC Proprietary & Confidential
VISION
2009 2011 2015 2023 2060
Forecasting
DISRUPTIVE OF STRATEGIC PLANNING
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
Potential Customers
Current Customers
DISRUPTIVE OF INVESTMENT PRIORITIES
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
CUSTOMEREXPERIENCE
BUSINESS UNITS
TECHNOLOGY&
OPERATIONS
Support and Enable
Deliver
Typical Project Focus
DISRUPTIVE OF PRODUCT DEVELOPMENT
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
CUSTOMEREXPERIENCE
BUSINESS UNITS
TECHNOLOGY&
OPERATIONS
Support and Enable
Deliver
Continuum’s Approach
DISRUPTIVE OF PRODUCT DEVELOPMENT
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
Customer Experience
Business Structure
DISRUPTIVE OF ORGANIZATIONAL STRUCTURE
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
PROTOTYPING THE NEW SERVICE EXPERIENCE
© 2013 Continuum LLC | Proprietary & Confidential
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
SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION
© 2013 Continuum LLC | Proprietary & Confidential
Flagship
Pharmacy POS
Home
Drive Thru
Kiosk
Easy Bank
Small Shop
© 2013 Continuum LLC Proprietary & Confidential
ENGAGING AND ALIGNING THE ORGANIZATION
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential © 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
Thank you.
continuuminnovation.com @_Continuum @tobybottorf
FINANCIAL SERVICES
Usability, utility and fit
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
UX DESIGN AND SERVICE DESIGN
© 2013 Continuum LLC | Proprietary & Confidential
UX DESIGN
SERVICE DESIGN
© 2013 Continuum LLC Proprietary & Confidential
NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”
© 2013 Continuum LLC | Proprietary & Confidential
© 2013 Continuum LLC Proprietary & Confidential
NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”
© 2013 Continuum LLC | Proprietary & Confidential
Customer Agent
© 2013 Continuum LLC Proprietary & Confidential
MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT
© 2013 Continuum LLC | Proprietary & Confidential
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.
© 2013 Continuum LLC Proprietary & Confidential
Thank you.
continuuminnovation.com @_Continuum @tobybottorf
Thank You
continuuminnovation.com @_Continuum @tobybottorf
© 2013 Continuum LLC | Proprietary & Confidential