The document discusses UX design for omnichannel customer service in banks. It notes that banks are thinking about removing friction and creating knowledge for customers across channels. Addressing the omnichannel challenge, UX designers look to understand customers, make improvements, and teach others. The document outlines different competencies including CX, UX, UI, and CJ. It advocates that UX can help banks bridge gaps in omnichannel without drastic changes, and that good UX is now expected of all companies.

1. UX Design for Omni-Channel
Customer Service
Rob Findlay
DBS Bank

6. Personal
Digital
Connected

15. What are banks
thinking about

27. Removing
friction
Creating
knowledge

28. Omnichannel challenge

29. The rise of the UXer

42. So what are these
hipsters upto?

46. Looking

48. Understanding

52. Making

60. Teaching

62. CX
Customer Experience
The sum of all
experiences in dealing
with a company
Competency at
a corporate level
UX
User Experience
The summary of the
use of products and
services
Competency at
a product level
UI
User Interface
The interface
customers use to
interact with your
products and services
Competency at an
interface level
CJ
Customer Journey
The end to end
experience for a
particular customer
need or life stage
Competency at
a cross channel level

63. CX
CJ CJ CJ
UX UX UX UX UX UX
UI UI UI UI UI UI UI UI UI UI UI UI

64. Strategy
Customer
Understanding Design
Measurement Governance Culture

67. From
Solving Problems
To
Creating Problem Solvers

68. Omnichannel for banks is hard – cost,
effort, data, change management
Good UX can help bridge the gaps
without the need for drastic surgery
Culturally it’s a new thing, but the
journey and benefits can be rewarding
Good UX is now expected – everywhere!

69. Thanks
findlay@dbs.com