SlideShare una empresa de Scribd logo
1 de 45
Descargar para leer sin conexión
Experience Design
in Banking Sector



Student | Winny Wang
Professor | Jozeph Forakis




Master in Business Design
Academic Year 2005-2006
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
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
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.
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
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.
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.
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.
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
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
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
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)
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
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
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
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.
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
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.
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
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
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
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.
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
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.
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
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
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
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
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
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
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
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
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
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
Banking Experience Design
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
The people who prefer to create a joyful, crazy, convivial,
 and creative atmosphere.




people
scenario: local customer
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
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
scenario: global traveller
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
map

             Having     Download to
             quot;gokits”    the device




kits
Experience Design
                                in Banking Sector




build your
brand experience
                               Brand Value

                               Customer
                               Experience

                   * sharing
                                           * network
                               * interaction
Experience Design
       in Banking Sector




Thank you!

Más contenido relacionado

Similar a Banking Experience Design

Innovation management -by Sudhakar Ram
Innovation management -by Sudhakar RamInnovation management -by Sudhakar Ram
Innovation management -by Sudhakar RamMastek Ltd
 
3 2013 smb group presentation
3 2013 smb group presentation3 2013 smb group presentation
3 2013 smb group presentationSMB Group
 
Presentation sab short
Presentation sab shortPresentation sab short
Presentation sab shortSAB
 
Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...
Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...
Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...Subhakar Rao Surapaneni
 

Similar a Banking Experience Design (6)

Innovation management -by Sudhakar Ram
Innovation management -by Sudhakar RamInnovation management -by Sudhakar Ram
Innovation management -by Sudhakar Ram
 
3 2013 smb group presentation
3 2013 smb group presentation3 2013 smb group presentation
3 2013 smb group presentation
 
About IPsoft
About IPsoftAbout IPsoft
About IPsoft
 
Presentation sab short
Presentation sab shortPresentation sab short
Presentation sab short
 
Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...
Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...
Subhakar Rao - Birth of an Innovative Corporate Rewards & Recognition System ...
 
Annual Report Kennispark Twente 2010
Annual Report Kennispark Twente 2010Annual Report Kennispark Twente 2010
Annual Report Kennispark Twente 2010
 

Más de Winny Wang

The handout of the design method 20240321
The handout of the design method 20240321The handout of the design method 20240321
The handout of the design method 20240321Winny Wang
 
design method and skill course 2024_03_15
design method and skill course 2024_03_15design method and skill course 2024_03_15
design method and skill course 2024_03_15Winny Wang
 
The handout of the design method 20240314
The handout of the design method 20240314The handout of the design method 20240314
The handout of the design method 20240314Winny Wang
 
The handout of the design method 20240307
The handout of the design method 20240307The handout of the design method 20240307
The handout of the design method 20240307Winny Wang
 
design method and skill course 2024_03_08
design method and skill course 2024_03_08design method and skill course 2024_03_08
design method and skill course 2024_03_08Winny Wang
 
design method and skill course 2024_02_23
design method and skill course 2024_02_23design method and skill course 2024_02_23
design method and skill course 2024_02_23Winny Wang
 
The handout of the design method 20240229
The handout of the design method 20240229The handout of the design method 20240229
The handout of the design method 20240229Winny Wang
 
The handout of the design method 20240222
The handout of the design method 20240222The handout of the design method 20240222
The handout of the design method 20240222Winny Wang
 
design method and skill course 2024_02_23
design method and skill course 2024_02_23design method and skill course 2024_02_23
design method and skill course 2024_02_23Winny Wang
 
Persona 20231228
Persona 20231228Persona 20231228
Persona 20231228Winny Wang
 

Más de Winny Wang (20)

The handout of the design method 20240321
The handout of the design method 20240321The handout of the design method 20240321
The handout of the design method 20240321
 
design method and skill course 2024_03_15
design method and skill course 2024_03_15design method and skill course 2024_03_15
design method and skill course 2024_03_15
 
The handout of the design method 20240314
The handout of the design method 20240314The handout of the design method 20240314
The handout of the design method 20240314
 
The handout of the design method 20240307
The handout of the design method 20240307The handout of the design method 20240307
The handout of the design method 20240307
 
design method and skill course 2024_03_08
design method and skill course 2024_03_08design method and skill course 2024_03_08
design method and skill course 2024_03_08
 
design method and skill course 2024_02_23
design method and skill course 2024_02_23design method and skill course 2024_02_23
design method and skill course 2024_02_23
 
The handout of the design method 20240229
The handout of the design method 20240229The handout of the design method 20240229
The handout of the design method 20240229
 
The handout of the design method 20240222
The handout of the design method 20240222The handout of the design method 20240222
The handout of the design method 20240222
 
design method and skill course 2024_02_23
design method and skill course 2024_02_23design method and skill course 2024_02_23
design method and skill course 2024_02_23
 
DMS 20231222
DMS 20231222DMS 20231222
DMS 20231222
 
FDI 20231225
FDI 20231225FDI 20231225
FDI 20231225
 
Persona 20231228
Persona 20231228Persona 20231228
Persona 20231228
 
SD 20231222
SD 20231222SD 20231222
SD 20231222
 
FDI 20231218
FDI 20231218FDI 20231218
FDI 20231218
 
DMS 20231215
DMS 20231215DMS 20231215
DMS 20231215
 
SD 20231208
SD 20231208SD 20231208
SD 20231208
 
DMS 20231208
DMS 20231208DMS 20231208
DMS 20231208
 
DMS 20231201
DMS 20231201DMS 20231201
DMS 20231201
 
FDI 20231211
FDI 20231211FDI 20231211
FDI 20231211
 
FDI 20231204
FDI 20231204FDI 20231204
FDI 20231204
 

Último

Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?SANGHEE SHIN
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum ComputingGDSC PJATK
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncObject Automation
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
20200723_insight_release_plan
20200723_insight_release_plan20200723_insight_release_plan
20200723_insight_release_planJamie (Taka) Wang
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 

Último (20)

Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?Do we need a new standard for visualizing the invisible?
Do we need a new standard for visualizing the invisible?
 
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum Computing
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation Inc
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
20200723_insight_release_plan
20200723_insight_release_plan20200723_insight_release_plan
20200723_insight_release_plan
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 

Banking Experience Design

  • 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
  • 45. Experience Design in Banking Sector Thank you!