Thank you.
Emotional Design and
Complex Systems
Toby Bottorf
Bentley University
October 2013

continuuminnovation.com
@_Co...
Thank you.
Hello.

Toby Bottorf
Bentley University
October 2013

continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 C...
DAILYPUPPY.COM

Let’s talk about feelings.

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Propr...
HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Prop...
HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?
MIGHT

Challenges for Retail Banking
•  Trust
•  Channel proliferation
•  Phys...
THE TROUBLE WITH SYSTEMS

Legal
Healthcare
Financial Systems
Educational
Criminal Justice

© 2013 Continuum LLC  |  Propri...
THE TROUBLE WITH SYSTEMS

•  Opacity
•  Access
•  Complexity
•  Trust

© 2013 Continuum LLC  |  Proprietary & Confidential
...
Continuum’s Core

UNDERSTAND PEOPLE

© 2013 Continuum LLC

Proprietary & Confidential
Continuum’s Core

UNDERSTAND EXPERIENCE
UNDERSTAND PEOPLE

© 2013 Continuum LLC

Proprietary & Confidential
TWO PATHS TO THE RIGHT IDEA

© 2013 Continuum LLC  |  Proprietary & Confidential
Thank you.
USABILITY DETERMINED BY SEQUENCING.

Mortgage disclosure

continuuminnovation.com
@_Continuum
@tobybottorf
© 20...
Overall you just don t interact with
the forms that much; it s a back of
house document trying to become
a front of house ...
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1
2

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1
2

3

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1
4

2

3

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1
4

2

3

5

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1
4

2

3

6

5

© 2013 Continuum LLC  |  Proprietary & Confidential
THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS

1
4

2

3

6

5

7

8

9

© 2013 Continuum LLC  |  Proprietary & Confidenti...
THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS

© 2013 Continuum LLC  |  Proprietary & Confidential
AND HIGH EMOTIONS

© 2013 Continuum LLC  |  Proprietary & Confidential
MAKE THE PROCESS EMOTIONALLY USABLE

•  FAMILIAR & SIMPLE LANGUAGE:
Translate units into consumer s mental model.
•  CLEAR...
MORTGAGE SHOPPING FORM

© 2013 Continuum LLC  |  Proprietary & Confidential
Thank you.
CASE STUDY

BBVA: The Customer-centric
Bank

continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum ...
UNDERSTANDING HOW PEOPLE BANK

Challenges for Retail Banking
•  Trust
•  Channel proliferation
•  Physical and digital int...
Thank you.
BBVA’S ORIGINAL QUESTION

What will be the branch of
the future?

© 2013 Continuum LLC  |  Proprietary & Confide...
UNDERSTANDING HOW PEOPLE BANK

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Proprietary & Conf...
© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Proprietary & Confidential
MY MONEY VS MY LIFE

VS
v.s
Getting Stuff Done

Financial Well-being

This fundamental separation really drove the rest of...
DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

P...
DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC  |...
CREATING A CONSISTENT USER INTERFACE FOR
A MULTI-CHANNEL SYSTEM
POS

ATM

MOBILE

Agent / Partner

Kiosk, Drive-thru, Easy...
LOLA: ORCHESTRATING THE SERVICE EXPERIENCE

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Propr...
PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Co...
© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Proprietary & Confidential
ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum L...
Thank you.
CHALLENGES

What’s so hard about
being customer centered?

continuuminnovation.com
@_Continuum
@tobybottorf
© 2...
© 2013 Continuum LLC

Proprietary & Confidential
BANK OF THE FUTURE
THIS IS DISRUPTIVE

Developing a customer-centric strategy
In the past, the bank built its customers’ t...
DISRUPTIVE OF STRATEGIC PLANNING

VISION

Forecasting

2009

2011

2015

2023

2060

© 2013 Continuum LLC  |  Proprietary ...
DISRUPTIVE OF INVESTMENT PRIORITIES
Potential Customers

Current Customers

© 2013 Continuum LLC  |  Proprietary & Confiden...
DISRUPTIVE OF PRODUCT DEVELOPMENT

CUSTOMER
EXPERIENCE
Deliver
BUSINESS
UNITS
Support
and Enable
TECHNOLOGY
&
OPERATIONS
T...
DISRUPTIVE OF PRODUCT DEVELOPMENT
Continuum’s
Approach

CUSTOMER
EXPERIENCE
Deliver
BUSINESS
UNITS
Support
and Enable
TECH...
DISRUPTIVE OF ORGANIZATIONAL STRUCTURE

Business Structure

Customer Experience

© 2013 Continuum LLC  |  Proprietary & Co...
PROTOTYPING THE NEW SERVICE EXPERIENCE

The bank of the future was prototyped in full scale to enable our team and our cli...
SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION

Easy Bank
Pharmacy
POS

Drive
Thru
Home

Small
Shop

Kiosk
Flagship

© 20...
ENGAGING AND ALIGNING THE ORGANIZATION

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Proprieta...
© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC

Proprietary & Confidential
Thank you.
FINANCIAL SERVICES

Usability, utility and fit

continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuu...
UX DESIGN AND SERVICE DESIGN

UX DESIGN

SERVICE DESIGN

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continu...
NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”

© 2013 Continuum LLC  |  Proprietary & Confidential
© 2013 Continuum LLC
...
NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”
Customer

Agent

© 2013 Continuum LLC  |  Proprietary & Confidential
© 201...
MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT
Story Three: An Unhappy Customer

47

Hello,  yes,  I’m  calling  to  ...
Thank you.
Thank You
continuuminnovation.com
@_Continuum
@tobybottorf

continuuminnovation.com
@_Continuum
@tobybottorf
© ...
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  1. 1. Thank you. Emotional Design and Complex Systems Toby Bottorf Bentley University October 2013 continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  2. 2. Thank you. Hello. Toby Bottorf Bentley University October 2013 continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  3. 3. DAILYPUPPY.COM Let’s talk about feelings. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  4. 4. HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  5. 5. HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? MIGHT Challenges for Retail Banking •  Trust •  Channel proliferation •  Physical and digital integration •  New business models © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  6. 6. THE TROUBLE WITH SYSTEMS Legal Healthcare Financial Systems Educational Criminal Justice © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  7. 7. THE TROUBLE WITH SYSTEMS •  Opacity •  Access •  Complexity •  Trust © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  8. 8. Continuum’s Core UNDERSTAND PEOPLE © 2013 Continuum LLC Proprietary & Confidential
  9. 9. Continuum’s Core UNDERSTAND EXPERIENCE UNDERSTAND PEOPLE © 2013 Continuum LLC Proprietary & Confidential
  10. 10. TWO PATHS TO THE RIGHT IDEA © 2013 Continuum LLC  |  Proprietary & Confidential
  11. 11. Thank you. USABILITY DETERMINED BY SEQUENCING. Mortgage disclosure continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  12. 12. Overall you just don t interact with the forms that much; it s a back of house document trying to become a front of house document; banks and lawyers understand it but regular people don t. -Ken (Real-estate lawyer) CONTINUUMINNOVATION.COM | © Continuum LLC. Proprietary & Confidential. © 2013 Continuum LLC 12 Proprietary & Confidential
  13. 13. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS © 2013 Continuum LLC  |  Proprietary & Confidential
  14. 14. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 © 2013 Continuum LLC  |  Proprietary & Confidential
  15. 15. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 2 © 2013 Continuum LLC  |  Proprietary & Confidential
  16. 16. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 2 3 © 2013 Continuum LLC  |  Proprietary & Confidential
  17. 17. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 4 2 3 © 2013 Continuum LLC  |  Proprietary & Confidential
  18. 18. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 4 2 3 5 © 2013 Continuum LLC  |  Proprietary & Confidential
  19. 19. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 4 2 3 6 5 © 2013 Continuum LLC  |  Proprietary & Confidential
  20. 20. THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS 1 4 2 3 6 5 7 8 9 © 2013 Continuum LLC  |  Proprietary & Confidential
  21. 21. THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS © 2013 Continuum LLC  |  Proprietary & Confidential
  22. 22. AND HIGH EMOTIONS © 2013 Continuum LLC  |  Proprietary & Confidential
  23. 23. MAKE THE PROCESS EMOTIONALLY USABLE •  FAMILIAR & SIMPLE LANGUAGE: Translate units into consumer s mental model. •  CLEAR & CONSISTENT CONTENT: Make sure terms mean the same across forms and touchpoints. •  DATA THAT MATTERS: Get rid of back of house legacy and leave only added value data. •  TANGIBILITY: Use visual cues that are engaging and compelling. © 2013 Continuum LLC  |  Proprietary & Confidential
  24. 24. MORTGAGE SHOPPING FORM © 2013 Continuum LLC  |  Proprietary & Confidential
  25. 25. Thank you. CASE STUDY BBVA: The Customer-centric Bank continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  26. 26. UNDERSTANDING HOW PEOPLE BANK Challenges for Retail Banking •  Trust •  Channel proliferation •  Physical and digital integration •  New business models © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  27. 27. Thank you. BBVA’S ORIGINAL QUESTION What will be the branch of the future? © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  28. 28. UNDERSTANDING HOW PEOPLE BANK © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  29. 29. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  30. 30. MY MONEY VS MY LIFE VS v.s Getting Stuff Done Financial Well-being This fundamental separation really drove the rest of the project. Simple, obvious, YES... but a powerful tool for design © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  31. 31. DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  32. 32. DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  33. 33. CREATING A CONSISTENT USER INTERFACE FOR A MULTI-CHANNEL SYSTEM POS ATM MOBILE Agent / Partner Kiosk, Drive-thru, Easy Bank ATM Home, On The Go WEB TOUCHSCREEN STAFF IPAD Home. Easy Bank Cocoon Well-Being Center Easy Bank, Well-Being Center © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  34. 34. LOLA: ORCHESTRATING THE SERVICE EXPERIENCE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  35. 35. PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  36. 36. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  37. 37. ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  38. 38. Thank you. CHALLENGES What’s so hard about being customer centered? continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  39. 39. © 2013 Continuum LLC Proprietary & Confidential
  40. 40. BANK OF THE FUTURE THIS IS DISRUPTIVE Developing a customer-centric strategy In the past, the bank built its customers’ trust by ensuring them stability and solidity—by promising to stay forever the same as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that helps each customer reach his individual goals. © 2013 Continuum LLC Proprietary & Confidential
  41. 41. DISRUPTIVE OF STRATEGIC PLANNING VISION Forecasting 2009 2011 2015 2023 2060 © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  42. 42. DISRUPTIVE OF INVESTMENT PRIORITIES Potential Customers Current Customers © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  43. 43. DISRUPTIVE OF PRODUCT DEVELOPMENT CUSTOMER EXPERIENCE Deliver BUSINESS UNITS Support and Enable TECHNOLOGY & OPERATIONS Typical Project Focus © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  44. 44. DISRUPTIVE OF PRODUCT DEVELOPMENT Continuum’s Approach CUSTOMER EXPERIENCE Deliver BUSINESS UNITS Support and Enable TECHNOLOGY & OPERATIONS © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  45. 45. DISRUPTIVE OF ORGANIZATIONAL STRUCTURE Business Structure Customer Experience © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  46. 46. PROTOTYPING THE NEW SERVICE EXPERIENCE The bank of the future was prototyped in full scale to enable our team and our client to assess and refine the experience. This included creating experiential models of the physical touch-points and environments, as well as demonstrations of on-screen interactions. Role-playing enabled us to pressure test employee interactions and understand how the new digital tools worked. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  47. 47. SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION Easy Bank Pharmacy POS Drive Thru Home Small Shop Kiosk Flagship © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  48. 48. ENGAGING AND ALIGNING THE ORGANIZATION © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  49. 49. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  50. 50. Thank you. FINANCIAL SERVICES Usability, utility and fit continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  51. 51. UX DESIGN AND SERVICE DESIGN UX DESIGN SERVICE DESIGN © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  52. 52. NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF” © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  53. 53. NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF” Customer Agent © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  54. 54. MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT Story Three: An Unhappy Customer 47 Hello,  yes,  I’m  calling  to  protest  some  bogus  charges,     and  to  end  my  account  with  you.   As a customer I need to be able to easily connect with a call center agent that has the power to help me, so my issues can be resolved. As a call center agent I need to be able to retain customers that are very upset by offering them incentives, so we don’t lose them as customers. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
  55. 55. Thank you. Thank You continuuminnovation.com @_Continuum @tobybottorf continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
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