1. Experience Design
in Banking Sector
Student | Winny Wang
Professor | Jozeph Forakis
Master in Business Design
Academic Year 2005-2006
2. Experience Design
in Banking Sector
Business Design
Experience Concept
Research
Experience New Bank
Banking
User Experience
Retail Banking
CE Market Substantial
*System
*Services ce
rfa Realization
Su
Banking Trends
?
Classifying
om Design
Experiences let
ke Elements
S
Bank
e
ur
ct
ru Organization
St
Case Study
* Q110 * BMW Finance User
e
op
Sc
* Umpqua * Virgin Money Scenario
* Banca Intesa A New Global
gy
te User Needs
ra Experiential Bank
St
Concept
Key Opportunity
Conclusion
3. Experience Design
in Banking Sector
The Experience Cycle Model
Research
Trigger
Experience Banking
E x p ect a t i o n
User Experience
Retail Banking
CE Market
n
*System
Pr
io
*Services
t
ua
Banking Trends
ox
Classifying
al
im
Experiences
Ev
ity
The User ' s
Case Study
Awa r e n
* Q110 * BMW Finance
Re s p o
* Umpqua * Virgin Money
Experience Cycle
* Banca Intesa
e
nse
ss
Conclusion
n
tio
Ac
*Jess, McMullin (2003).
c
tio e
onn
The Experience Cycle Model.
n C
Http://www.nform.ca/files/experience_cycle.pdf
4. Experience Design
in Banking Sector
Experiences change in time
Research
Experience Banking
User Experience
Retail Banking
CE Market
Action
*System
*Services
Banking Trends
Classifying
Experiences
Past Future
Present
Previous EX More EX Modified
Case Study
Expectation Expectation
* Q110 * BMW Finance Experience
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
Moivation Context
*Makela, Anu & Jane Fulton Suri (2001).
Supporting Users' Creativity:
Design to Induce Pleasurable Experiences.
London; Asean Academic Press.
5. Experience Design
in Banking Sector
Customer Experience Marketing (CEM)
Research
Experience quot;The goal is no longer simply
Banking
to have you buy a product ,
User Experience
Retail Banking
CE Market but rather have it become
*System
lifestyle .quot;
a part of your
*Services
Banking Trends
Classifying
quot;The economies have gone
Experiences
from commodities to goods to services.
And at end of services,
we are moving into experience:
Case Study
Experience Economy .quot;
the
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
quot;Marketers want to create
an emotional attachment
between customers and what they are selling.quot;
Conclusion
*Craig Silverman (2004).
Undercover Marketing_selling an experience
http://ordinary.blogs.com/clips/
UndercoverMarketing.pdf
6. Experience Design
in Banking Sector
The framework for managing customer experience
Research
Experience Banking Segmentation & Targeting
Analysis
User Experience
Analyzing the Experiential World of the Customer
Retail Banking
CE Market
*System
*Services
Banking Trends
Classifying
Experiences
Positioning
Strategy
Building the Experiential Platform
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Implementation
Innovation
Service
Branding
Conclusion
Engaging in
Structuring the
Designing the
Continuous Innovation
Customer Interface
Brand Experience
*Bernd, H. Schmitt (2003).
Customer Experience Management:
A Revolutionary Approach to Connecting
with Your Customers.
John Wiley & Sons Inc.
7. Experience Design
in Banking Sector
How to trigger CEM: Strategic Experiential Modules (SEMs)
Research
Experience Banking Sense marketing
may be used to differentiate companies and products,
User Experience
Retail Banking
CE Market to motivate customers, and to add value to products.
*System
*Services
Feel marketing
Banking Trends
Classifying
appeals to customers’ inner feelings and emotions.
Experiences
Think marketing
appeals to the intellect with the objective of creating
Case Study
cognitive, problem-solving experiences that engage
* Q110 * BMW Finance
* Umpqua * Virgin Money customers creatively.
* Banca Intesa
Act marketing
aims to affect bodily experiences, lifestyles,
and interactions.
Conclusion
Relate marketing
*Bernd, H. Schmitt (2003).
contains aspects of sense, feel, think and act marketing.
Customer Experience Management:
A Revolutionary Approach to Connecting
with Your Customers.
John Wiley & Sons Inc.
8. Experience Design
in Banking Sector
Experience Providers (ExPros)
Research
Advertising
Experience Banking
Magalog
User Experience
Retail Banking
CE Market
Annual Reports
*System
*Services
Visual/Verbal Identity
Banking Trends
Classifying
Names
Experiences
Logos and Signage
Product Presence
Case Study
Product Design
* Q110 * BMW Finance
* Umpqua * Virgin Money
Packaging
* Banca Intesa
Brand Characters
Co-branding
Conclusion Event Marketing and Sponsorships
Product Placement
*Bernd, H. Schmitt (2003).
Spatial Environments
Customer Experience Management:
A Revolutionary Approach to Connecting
with Your Customers.
John Wiley & Sons Inc.
9. Experience Design
in Banking Sector
Classifying Experiences
Research
Company Space
Experience Banking
can be controlled
Emphasis on Emphasis on
User Experience Direct Messaging Brand Building
n al Ad v e r t
ditio
(features, benefits) (beliefs, values, emotions)
isin
Tr a
Retail Banking
CE Market g
iona l A d
it
tra d
*System ve
n rti
No
*Services s in
Presentation
Banking Trends
g
Classifying
e 'thing' its
Experiences
Th e
ics
lf
Fu
t
nc
he
t
st
io
Rational Emotional
Ae
n
Case Study
Meaning
* Q110 * BMW Finance
io n
Hi
' Au
* Umpqua * Virgin Money per
in
c ep t i o n
st
op
o
y
* Banca Intesa
th
r
it y
en
n
mu
C om
c'
ti
a
di
PR
Me
Tr a d it
iona l P R
Conclusion MIND / REASON HEART / EMOTION
Personal Space
can be influened
*Stephen P. Anderson (2006).
Classifying Experiences.
http://www.poetpainter.com/thoughts
/article/classifying-experiences
10. Experience Design
in Banking Sector
Classifying Experiences
Research
Company Space
Experience Banking
can be controlled
Emphasis on Emphasis on
User Experience Direct Messaging Brand Building
Logos
(features, benefits) (beliefs, values, emotions)
Retail Banking
CE Market Names
*System Visual/Verbal
Identity
Packaging
*Services
Banking Trends
Classifying
Product
Experiences Product
Annual Print
Design Presence
Reports Advertising
ics
Fu
Sponsorships
t
nc
Magalog
he
t
st
io
Rational Emotional
Ae
n
Event
Case Study Marketing
Meaning
* Q110 * BMW Finance
* Umpqua * Virgin Money Podcast
* Banca Intesa Online Social
Email Network
Product
Placement
Conclusion MIND / REASON HEART / EMOTION
Personal Space
can be influened
*Stephen P. Anderson (2006).
Classifying Experiences.
http://www.poetpainter.com/thoughts
/article/classifying-experiences
11. Experience Design
in Banking Sector
Retail Banking System
Research
Experience Banking
Transaction
Stock
User Experience Capital Central Processing
Exchange Markets Bank Centers
Retail Banking
CE Market
*System
*Services
Banking Trends Deliveries
Classifying
Experiences
Bank
CRM
Channels
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
ATM
Branch Call Center
Web & Phone
Conclusion
Integrated
*Siemens AG Munich (2006). Call Center
Answers for Financial Services: Banking. Integrated, Mobile Secure Online Telebanking
Networking for
Browser-Based Computing Communications from Home
Mobile Bankers
Http://www.siemens.com Portal Systems • Electronic
• Cell Phone
Banking
• Internet
Communication
• PDA
• Online Billing /
Payment
12. Experience Design
in Banking Sector
Retail Banking Services
Research
Savings
Day-to-day banking Credits Others
Experience *Account management *Certificates of deposit *Overdrafts *Insurance
Banking *Means of payment *Mutual funds *Consumer credit *Real estate
*Cash utilization *Other savings vehicles *Revolving credit *Concierge services
User Experience *Exceptions handling *Mortgages
*Loans
Retail Banking
CE Market
*System
*Services Core day-to-day Products and services detailed
banking needs
Banking Trends
Classifying *Current account
Experiences Account management *Online banking
*Call center
*Check
*Debit card
Case Study *Credit card
* Q110 * BMW Finance Means of payment *Internal wire transfer
* Umpqua * Virgin Money *External wire transfer
* Banca Intesa *Standing order (regular amount transfer)
*Direct debit
*Cash deposit at desk
*Cash deposit at ATM
Conclusion Cash utilization *Withdrawal at desk
*Withdrawal at bank’s ATM
*Withdrawal at other banks’ ATM network
*Capgemini, EFMA, ING (2006). *Debit card stop payment/blocking
World Retail Banking Report 2006. *Stop payment/checking blocking
Exception handling
Http://www.wrbr06.com *Document search
*Banker’s draft (cashier’s check)
13. Experience Design
in Banking Sector
Retail Banking Trends
Research
Distribution of Sales Among Channels
Experience Banking
2000 2005 2010
User Experience Web Web
Web 5
Retail Banking
CE Market 17
Phone 2 Phone
4
*System
8
Others
Others
0
*Services
1
Phone
13
ATM
ATM
Banking Trends 0
0
Classifying Others
Branch
Branch Branch 3
67
94
Experiences 94
ATM
0
Distribution of Services Among Channels
Case Study
* Q110 * BMW Finance 2000 2005 2010 Branch
* Umpqua * Virgin Money Web 30
18
Web
* Banca Intesa Phone Branch
28
Web
5 42
Others 4 Phone
2 9
ATM
19 Phone
12
Branch Others
Conclusion 70 2
ATM
Others 28
ATM 2
29
*Capgemini, EFMA, ING (2006). Focus: higher value on BANK BRANCHES
World Retail Banking Report 2006.
and REMOTE / WEB CHANNELS
Http://www.wrbr06.com
14. Retail Banking Trends
Research
Experience Banking
Re - invest
?
User Experience
Re - position
Retail Banking
CE Market
*System Re - shape
*Services
Re - tool
Banking Trends
Classifying
Experiences
*Redefining Bank
interactions with
Customers
Case Study Encourage
customers
* Q110 * BMW Finance
go to branch
* Umpqua * Virgin Money
* Banca Intesa
Remote
Branch
Channel
Conclusion
Product
quot;Account
development
momentquot;
*Capgemini, EFMA, ING (2006).
World Retail Banking Report 2006.
Http://www.wrbr06.com Consultant of
managing finances
15. Experience Design
in Banking Sector
Research
Experience Banking
User Experience
Retail Banking
CE Market
*System
*Services
Banking Trends
Classifying
Experiences
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
tangible experience
16. Experience Design
in Banking Sector
Research
Experience Banking
1 entrance area
User Experience
2 trend store
Retail Banking
CE Market
Company Space
*System 3 Q110 lounge
can be controlled
Emphasis on Emphasis on
*Services Direct Messaging Brand Building
4
(features, benefits) (beliefs, values, emotions) Q110 kids corner
Banking Trends
Classifying 5 financial products
1
Experiences
6 Q110 magazine
6
s
Fu
tic
7 multimedia terminal
nc
he
5
7 8
tio
t
es
Rational Emotional
n
A
8
3 website
2
Meaning
Case Study
* Q110 * BMW Finance
4
* Umpqua * Virgin Money
* Banca Intesa
MIND / REASON HEART / EMOTION
Personal Space
can be influened
Conclusion
Focus: The Bank Branch of the Future turns banking
into a new and tangible experience.
17. Experience Design
in Banking Sector
Research
Experience Banking
User Experience
Retail Banking
CE Market
*System
*Services
Banking Trends
Classifying
Experiences
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
Banking as a lifestyle decision
18. Research
Experience Banking
1 flagship store
User Experience
2 green account
Retail Banking
CE Market
Company Space
*System 3 gift card
can be controlled
Emphasis on Emphasis on
*Services Direct Messaging Brand Building
4
(features, benefits) (beliefs, values, emotions) product graphic
Banking Trends
Classifying 5 framed nature photos
Experiences
6 interactive banking screen
1
s
Fu
tic
2 7 coffee coaster
nc
he
58
tio
t
es
Rational Emotional
n
3
A
8 website
Meaning
Case Study
7 6
4
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
MIND / REASON HEART / EMOTION
Personal Space
can be influened
Conclusion
Focus: Banking as a lifestyle decision and
the banking experience is a cross
between an upscale hotel and a hip retailer.
19. Research
Experience Banking
User Experience
Retail Banking
CE Market
*System
*Services
Banking Trends
Classifying
Experiences
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
simplicity and transparency
20. Research
Experience Banking
1 sign
User Experience
2 branch
Retail Banking
CE Market
Company Space
*System 3 windows
can be controlled
Emphasis on Emphasis on
*Services 1
Direct Messaging Brand Building
4
(features, benefits) (beliefs, values, emotions) advertisement
Banking Trends
Classifying
2
Experiences
3
G
s
Fu
tic
4
nc
he
tio
t
es
Rational Emotional
n
A
Meaning
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
MIND / REASON HEART / EMOTION
Personal Space
can be influened
Conclusion
Focus: Creating the banking experience with
simplicity and transparency
21. Research
Experience Banking
User Experience
Retail Banking
CE Market
*System
*Services
Banking Trends
Classifying
Experiences
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
the business can not be related with finance
22. Research
Experience Banking
1 branch
User Experience
2 credit card
Retail Banking
CE Market
Company Space
*System 3 BMW selected product
can be controlled
Emphasis on Emphasis on
*Services Direct Messaging Brand Building
4
(features, benefits) (beliefs, values, emotions) accessary
Banking Trends
Classifying 5 online estimator
1
Experiences
6 owner's circle
s
Fu
tic
7 PTG racing
nc
he
32 7
tio
t
es
Rational Emotional
n
A
Meaning
Case Study 5
4
* Q110 * BMW Finance
6
* Umpqua * Virgin Money
* Banca Intesa
MIND / REASON HEART / EMOTION
Personal Space
can be influened
Conclusion
Focus: Finance service can be created by the business
which is not related with finance.
23. Research
Experience Banking
User Experience
Retail Banking
CE Market
*System
*Services
Banking Trends
Classifying
Experiences
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
branded network
24. Research
Experience Banking
User Experience Virgin
Retail Banking BZs
CE Market
Company Space
*System can be controlled
Emphasis on Emphasis on
*Services Direct Messaging Brand Building
2 webite
(features, benefits) (beliefs, values, emotions)
Banking Trends
Classifying 3 retail
Experiences 7
5 4 event
3
s
Fu
tic
5 airplane
nc
he
Virgin 2
tio
t
es
Rational Emotional
n
6
BZs
A
active club
Meaning
Case Study
7
4 radio
* Q110 * BMW Finance
6
* Umpqua * Virgin Money
* Banca Intesa
MIND / REASON HEART / EMOTION
Personal Space
can be influened
Conclusion
Focus: A branded network of business creates
added value and lifestyle to customers.
25. Research
Bank is a meeting place .
Experience Banking
User Experience
Retail Banking
CE Market
Banking as a lifestyle decision .
*System
*Services
Banking Trends
Classifying
Banks can make your dreams come true .
Experiences
Branded business network .
Case Study
* Q110 * BMW Finance
* Umpqua * Virgin Money
* Banca Intesa
Conclusion
26. Experience Design
in Banking Sector
Experience Concept
Substantial
e
ac
Realization
rf
Su
on
Design
et
l
ke Elements
S
re
tu
c
Organization
ru
St
User
e
op
Scenario
Sc
gy
te
User Needs
a
tr
S
Key Opportunity
27. Experience Design
in Banking Sector
Experience Concept
shape the life
Social Network
enhance the service value
Human-interaction
Banking Your Life
Substantial
e
ac
Realization
f
ur
S
Bank
on
Design Travel
t
le
e
Elements
Sk
e
ur
t
uc Organization
r
St
User
pe
Scenario
o
Sc Savings Vacation Planning
Checking Transportation
gy A Global Branded Network : Accommodation
e Investment
User Needs
at
r
St
Insurance Currency Exchange
Your Local
Fund Planning : Travel & Financial Earning Credit
Advisor
Education Entertainment
Key Opportunity Your Global
Family Travel Advice
Travel
... ...
Partner
28. Experience Design
in Banking Sector
Experience Concept
A Global Branded Network:
Oppor- * Your Local Travel & Financial Advisor
Travel
tunity
Bank
* Your Global Travel Partner
Target of New Bank
Substantial
e
ac
Realization
f
ur
S
High Margin
on
Design
t
Niche Market
le
e
Elements
Sk Investment
Insurance
Travel Planning
e
ur
t
uc Day-to-day
Organization
r
St banking
NEW BANK
User Travel & Financial
pe
Scenario
o
Sc Needs
Upward Mobility
gy Youth Market
e
User Needs
at
r
St
Mass Market
Key Opportunity Low Margin
Mass Market
29. Experience Design
in Banking Sector
Experience Concept
Travel & Financial
NEW Needs
Oppor- Upward Mobility
BANK
Mass
Travel Youth Market
tunity
Bank Marke
Global Branded Network
Substantial
e
ac
Realization
f
ur
S
n
to
Design
e
el
Elements
Sk
Local Global
re
tu
uc Organization
r
St
User Local People Client Global Traveller
pe
Scenario
o
Sc
gy Best Experience
Service
Trusted Advice
e
User Needs
at
tr Travel Security
Financial Investment Convenient
S
Money Exchange
Travel Planning
Economical
Minimum Cost
Insurance
Easy Maximum Credit
Info Sharing
Key Opportunity Security
30. Experience Design
in Banking Sector
Experience Concept
Different Role Play with
User The Same Service Quality
Needs
Local Global
Global Vision Local Mission
Substantial
e
ac
Realization
f
ur
S
n
to
Design
e
el
Elements
Sk
Financial Service Travel Service
e
ur
t
uc Organization
r
St
Motion
Program
User
pe
Scenario
o
Sc
Investment : Study abroad
Finance Consultancy
gy
e
Short - term inhabit
User Needs
at Fund Network Connection
r
St Deposit
Loan
Key Opportunity
Management
Financial Planning
31. Experience Design
in Banking Sector
Experience Concept
Different Role Play with
User The Same Service Quality
Needs
Local Global
Global Vision Local Mission
Substantial
e
ac
Realization
f
ur
S
n
to
Design
e
el
Elements
Sk
Financial Service Travel Service
e
ur
t
uc Organization
r
St During
Before
User
pe
Scenario
o
Sc
Travel Account : Travel Advice : Travel Experience :
y save money for travel travel planning personal travel guide
eg
User Needs
t
ra earn mileage credit local guide network local guide kits
St
best exchange rate vacation exchange local event message
credit card
Key Opportunity
After
32. Experience Design
in Banking Sector
Experience Concept
Setting Long-term Global Vision
User Achieved by Local Mission
Scenario
Financial Travel
Program Program
Total Solution with long-term life and short-term happiness
Substantial
e
ac
Realization
f
ur
S
n
to
Design
e
el
Elements
Sk
Local Finance Global Travel
re
tu
uc Organization
r
St
Manage Meeting
People
User Center Place
pe
Scenario
o
Sc
Financial
Culture
Magazine
gy Financial
e
User Needs
at Event
r Report
St
Travel
Financial
Kits
Travel
Kits Meeting
Personal
Financial
Key Opportunity New
Professional Product
Product
People
Advisor
Service Service
33. Experience Design
in Banking Sector
Experience Concept
Company Space
can be controlled
Emphasis on Emphasis on
Direct Messaging Brand Building
(features, benefits) (beliefs, values, emotions)
Finance
Travel
Substantial
Financial
e Report
ac
Realization
rf
Su Financial
Financial Kits Program Book
Magazine
on
Design Store
et
el
Elements
Sk
Meeting Culture
Manage
Rational
e Emotional
ur Place Event
Center
t
uc Organization
r
St Advisor
Internet
Caffe
User
pe
Scenario
o
Sc
Travel
Kits Social
Network
gy
e
User Needs
at
r
St
MIND / REASON HEART / EMOTION
Key Opportunity Personal Space
can be influened
34. Experience Design
in Banking Sector
Experience Concept
Substantial
e
Presenting a
ac
Realization
f
ur
S
n
to
Design
e
el
Elements
Sk
New Global Experiential Bank
e
ur
t
uc Organization
r
St
Provides Local Financial Service
User
pe
& Global Travel Network
Scenario
o
Sc
For Upwardly Mobile Youth
gy
e
User Needs
at
r
St
Key Opportunity
36. Local Finance Global Travel
travel
plan
Longterm
Investiment
travel
travel
fund
insurance
deposit
investment New Innovative
Revenue Structure
Conventional
Revenue Structure
credit card Financial Mileage
account account
business
37. The people who prefer to create a joyful, crazy, convivial,
and creative atmosphere.
people
39. Manage Center is the place mainly make customers come
to meet their advisor to discuss their travel and finance plans.
Private meeting room
Event
Space
Cafe discussion space
70% for Finance Located on ( the local city ) :
* station
30% for Travel
* SOHO zone
place
40. 3 years with 5 cities travel:
Create your travelling life
Outline your world
Deposit
3
$$ x ( 1 + G %/ 12 )
Investment
Group Funds :
airline , hotel ,
leisure industry
Enjoy the travel
with quot; goeasy quot;
easy
easy
42. Meeting Place provides the customers as a network point that they can meet people there
to exchange the travel information, to have a guide preview the travelling city.
Event
Space
Internet
cafe
Open meeting space
Book
Store
70% for Travel Located on ( the global city ) :
* SOHO zone
30% for Finance
* airport
* museum
place
43. map
Having Download to
quot;gokits” the device
kits
44. Experience Design
in Banking Sector
build your
brand experience
Brand Value
Customer
Experience
* sharing
* network
* interaction