Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Bridging the Brand-Experience Gap - Fintech Design Summit 2018

406 visualizaciones

Publicado el

My talk at the Fintech Design Summit, in London on 20th April 2018.

Publicado en: Diseño
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Bridging the Brand-Experience Gap - Fintech Design Summit 2018

  1. 1. London | Norwich | Singapore Bridging the brand-experience gap Phil Morton – Head of Strategy, Foolproof @PhilipMorton
  2. 2. 2 | @PhilipMorton @Foolproof_UX
  3. 3. 3 | @PhilipMorton @Foolproof_UX Isn’t fintech just for early adopters? What’s stopping big banks outmuscling startups?
  4. 4. 4 | @PhilipMorton @Foolproof_UX 1. An uncomfortable truth about consumer behavior 2. How the big banks have created an environment in which apathy is the norm 3. How to design products in this environment and break through to the mainstream
  5. 5. 5 | @PhilipMorton @Foolproof_UX An uncomfortable truth: people don’t switch their bank accounts
  6. 6. 6 | @PhilipMorton @Foolproof_UX
  7. 7. 7 | @PhilipMorton @Foolproof_UX 52m Adults in the UK 82% Awareness of CASS 0.9m CASS switches in 2017 97% Adults with a PCA 93% Satisfaction of CASS 1.3% PCAs switched in 2017 70m Active PCAs £200 Top switching incentive 4.4m CASS switches since 2013
  8. 8. 8 | @PhilipMorton @Foolproof_UX Big banks have not been successful at persuading people to switch
  9. 9. 9 | @PhilipMorton @Foolproof_UX But just because people don’t switch doesn’t mean they won’t switch
  10. 10. 10 | @PhilipMorton @Foolproof_UX People’s behaviour is shaped by their environment
  11. 11. 11 | @PhilipMorton @Foolproof_UX
  12. 12. 12 | @PhilipMorton @Foolproof_UX
  13. 13. 13 | @PhilipMorton @Foolproof_UX Banks are all the same
  14. 14. 14 | @PhilipMorton @Foolproof_UX Big banks have been promising one thing and delivering another
  15. 15. 15 | @PhilipMorton @Foolproof_UX
  16. 16. 16 | @PhilipMorton @Foolproof_UX
  17. 17. 17 | @PhilipMorton @Foolproof_UX
  18. 18. 18 | @PhilipMorton @Foolproof_UX
  19. 19. 19 | @PhilipMorton @Foolproof_UX The brand-experience gap
  20. 20. 20 | @PhilipMorton @Foolproof_UX what people expect what actually happens
  21. 21. 21 | @PhilipMorton @Foolproof_UX
  22. 22. 22 | @PhilipMorton @Foolproof_UX
  23. 23. 23 | @PhilipMorton @Foolproof_UX
  24. 24. 24 | @PhilipMorton @Foolproof_UX
  25. 25. 25 | @PhilipMorton @Foolproof_UX
  26. 26. 26 | @PhilipMorton @Foolproof_UX Five ways to design products in this environment and break through to the mainstream
  27. 27. 27 | @PhilipMorton @Foolproof_UX Use design research to discover what to do, not just to check your work1
  28. 28. 28 | @PhilipMorton @Foolproof_UX Testing your work with people stops you making terrible design decisions.
  29. 29. 29 | @PhilipMorton @Foolproof_UX But research is useful for so much more than that.
  30. 30. 30 | @PhilipMorton @Foolproof_UX Go out into the world
  31. 31. 31 | @PhilipMorton @Foolproof_UX
  32. 32. 32 | @PhilipMorton @Foolproof_UX Remember it’s an emotional decision to buy or switch, not a rational one2
  33. 33. 33 | @PhilipMorton @Foolproof_UX
  34. 34. 34 | @PhilipMorton @Foolproof_UX
  35. 35. 35 | @PhilipMorton @Foolproof_UX The ‘four forces’ framework Push of the situation Problem solving – Make it better Existing behaviour New behaviour Pull of the situation Attraction of the new choice Habit of the present Allegiance to current behaviour Anxiety of the new situation Uncertainty about a new choice Promoters Blockers
  36. 36. 36 | @PhilipMorton @Foolproof_UX Start with a clear brand promise, one that contrasts with people’s lives today3
  37. 37. 37 | @PhilipMorton @Foolproof_UX
  38. 38. 38 | @PhilipMorton @Foolproof_UX
  39. 39. 39 | @PhilipMorton @Foolproof_UX Create a vision for the future experience and work backwards from that4
  40. 40. 40 | @PhilipMorton @Foolproof_UX Everyone needs to understand how to translate the brand, vision and strategy into the experience.
  41. 41. 41 | @PhilipMorton @Foolproof_UX Find a way to bring the strategy to life so everyone gets it Imagine the future experience and work back from that
  42. 42. 42 | @PhilipMorton @Foolproof_UXhttps://mastersofscale.com/brian-chesky-handcrafted/
  43. 43. 43 | @PhilipMorton @Foolproof_UXhttps://mastersofscale.com/brian-chesky-handcrafted/
  44. 44. 44 | @PhilipMorton @Foolproof_UXhttps://mastersofscale.com/brian-chesky-handcrafted/
  45. 45. 45 | @PhilipMorton @Foolproof_UX
  46. 46. 46 | @PhilipMorton @Foolproof_UX Focus on the small stuff. You are only as good as the worst part of the experience.5
  47. 47. 47 | @PhilipMorton @Foolproof_UX What you design How you design it
  48. 48. 48 | @PhilipMorton @Foolproof_UX Use design research to discover what to do, not just to check your work.1 2 3 4 5 Remember it’s an emotional decision to buy or switch, not a rational one. Start with a clear brand promise, one that contrasts with people’s lives today. Create a vision for the future experience and work backwards from that. Focus on the small stuff. You are only as good as the worst part of the experience.
  49. 49. London | Norwich | Singapore Thank you @PhilipMorton @Foolproof_UX

×