Track b 1115_bottorf
Upcoming SlideShare
Loading in...5
×
 

Track b 1115_bottorf

on

  • 307 views

 

Statistics

Views

Total Views
307
Slideshare-icon Views on SlideShare
307
Embed Views
0

Actions

Likes
0
Downloads
5
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Track b 1115_bottorf Track b 1115_bottorf Presentation Transcript

    • 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
    • Thank you. Hello. Toby Bottorf Bentley University October 2013 continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • DAILYPUPPY.COM Let’s talk about feelings. © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? MIGHT Challenges for Retail Banking •  Trust •  Channel proliferation •  Physical and digital integration •  New business models © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • THE TROUBLE WITH SYSTEMS Legal Healthcare Financial Systems Educational Criminal Justice © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • THE TROUBLE WITH SYSTEMS •  Opacity •  Access •  Complexity •  Trust © 2013 Continuum LLC  |  Proprietary & Confidential © 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 © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • 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 & Confidential
    • 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 & 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
    • MORTGAGE SHOPPING FORM © 2013 Continuum LLC  |  Proprietary & Confidential
    • Thank you. CASE STUDY BBVA: The Customer-centric Bank continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • Thank you. BBVA’S ORIGINAL QUESTION What will be the branch of the future? © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • UNDERSTANDING HOW PEOPLE BANK © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • MY MONEY VS MY LIFE 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
    • DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • LOLA: ORCHESTRATING THE SERVICE EXPERIENCE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • © 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’ 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
    • DISRUPTIVE OF STRATEGIC PLANNING VISION Forecasting 2009 2011 2015 2023 2060 © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • DISRUPTIVE OF INVESTMENT PRIORITIES Potential Customers Current Customers © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • 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
    • DISRUPTIVE OF ORGANIZATIONAL STRUCTURE Business Structure Customer Experience © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • 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
    • ENGAGING AND ALIGNING THE ORGANIZATION © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • Thank you. FINANCIAL SERVICES Usability, utility and fit continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • UX DESIGN AND SERVICE DESIGN UX DESIGN SERVICE DESIGN © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF” © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF” Customer Agent © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
    • 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
    • Thank you. Thank You continuuminnovation.com @_Continuum @tobybottorf continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC  |  Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential