B. Joseph Pine II and James H. Gilmore (1998) claimed that in the new economic era with complicated economic activities, where people savor the feeling of taking the whole journey instead of doing the transaction only. That is, the Experience Economy era has taken place of the manufacture one. As the market share of mobile devices soar dramatically, mobile experience no doubt plays a critical role in customers' daily life, allowing them cross-channel experiences. Since customers are getting accustomed with mobile devices, bank digital teams are faced with lots of challenges and are propelled to change their service to grow their business and deliver superior customer experiences. How traditional banks wined the banking battles? How they made elephants dance up? How service experiences changed the world?

1. WHO SAYS ELEPHANTS CAN'T DANCE?
MOBILE FINANCIAL SERVICES EXPERIENCE
2015-03-10
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2. 概要 OUTLINE
1.
2.
3.
中場休息

3. 4.
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p.06
p.22
p.38
p.53

4. 3
WHO IS LEO?
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5. 4Copyright © 2015 Lin, Je-We - All rights reserved
林哲偉 LIN JE-WE
UX DESIGNER SENIOR INTERACTION
DESIGNER
SENIOR UX CONSULTANT
UX DESIGNERUI DESIGNERBRAND DESIGNER
LINKEDIN
https://cn.linkedin.com/pub/lin-je-we/56/a1b/3b1
PORTFOLIO
http://www.linjewe.com/

6. 5Copyright © 2015 Lin, Je-We - All rights reserved
專注 FOCUS
“Great businesses are built on
great experiences.
I make those experiences happen.”

7. 6
MOBILE FINANCE
TREND
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8. 據統計遭非法獵殺的大象從過去

9. 25% 上升至

10. 65%
7Copyright © 2015 Lin, Je-We - All rights reserved Research: BBC, Image from: 2015 OLLIBIRD

11. 消退的品牌缺乏與世推移的動力
8Copyright © 2015 Lin, Je-We - All rights reserved

12. 80
200
ANDROID ONE

13. 廉價策略對細分市場缺乏研究

14. 9Copyright © 2015 Lin, Je-We - All rights reserved Research: Google I/O

15. HEM
Fab
FAB

16. 從估值10億美元到低價求售
10Copyright © 2015 Lin, Je-We - All rights reserved

17. 世界變化從來不等人
11Copyright © 2015 Lin, Je-We - All rights reserved

18. 演化經濟

19. EVOLUTIONARY ECONOMICS - 不變的定律就是變化
12Copyright © 2015 Lin, Je-We - All rights reserved Image: Adji Herdanto
 TODAY
1890s

20. 金融服務一直嘗試去中心化發展
13Copyright © 2015 Lin, Je-We - All rights reserved
21 17 1580

21. 個人化是現代商業模式高舉的大旗
14Copyright © 2015 Lin, Je-We - All rights reserved

22. 每一次轉變都是商業與人性的拉鋸
15Copyright © 2015 Lin, Je-We - All rights reserved

23. 移動世代
16Copyright © 2015 Lin, Je-We - All rights reserved
2014 - 2019 亞太區智慧型⼿手機预期增⻑⾧長
Singapore
Australla
Hong Kong
New Zealand
Japan
China
Indonesia
Phillippines
India
0% 23% 45% 68% 90%
23%
32%
39%
44%
57%
66%
73%
81%
85%
Research: The State Of Mobile Banking, 2014

24. 金融服務朝移動化轉型
17Copyright © 2015 Lin, Je-We - All rights reserved Research: The State Of Mobile Banking, 2014

25. 更多移動金融相關主題發想
18Copyright © 2015 Lin, Je-We - All rights reserved

26. 問題背後需要抽絲剝繭而非一廂情願

27.  財務規劃≠有效運用資金
19Copyright © 2015 Lin, Je-We - All rights reserved

28. 我們以為數字化能改變一切卻忽略人性
20Copyright © 2015 Lin, Je-We - All rights reserved
23%
64%

29. 關鍵是服務，不是銀行
21Copyright © 2015 Lin, Je-We - All rights reserved

30. 22
SERVICE DESIGN
MOBILE FINANCIAL
SERVICE
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31. UX? CX? SERVICE DESIGN?
23Copyright © 2015 Lin, Je-We - All rights reserved
2+2=4
2x2=4

32. 24Copyright © 2015 Lin, Je-We - All rights reserved
服務設計聊什麼？
Video: What Can Service Design Do ForYour Company?

33. 用戶體驗 USER EXPERIENCE (ISO 9241-210)
25Copyright © 2015 Lin, Je-We - All rights reserved

34. 客戶體驗 CUSTOMER EXPERIENCE
26Copyright © 2015 Lin, Je-We - All rights reserved

35. 27Copyright © 2015 Lin, Je-We - All rights reserved
服務設計 SERVICE DESIGN

36. 服務設計思考組織系統性
28Copyright © 2015 Lin, Je-We - All rights reserved
CX
SERVICE DESIGN
UX
UX
UX
UX
UX

37. 當我們想買禮物時..
29Copyright © 2015 Lin, Je-We - All rights reserved

38. 如何買？
30Copyright © 2015 Lin, Je-We - All rights reserved

39. 哪些服務影響購買行為？
31Copyright © 2015 Lin, Je-We - All rights reserved

40. 哪些建設支持服務

41. ？
32Copyright © 2015 Lin, Je-We - All rights reserved

42. 還有無形的”力量”圍繞四周？
33Copyright © 2015 Lin, Je-We - All rights reserved

43. CONSUMER VS. PROVIDER
34Copyright © 2015 Lin, Je-We - All rights reserved

44. 放到移動端複雜程度比我們想像得還多
35Copyright © 2015 Lin, Je-We - All rights reserved
｀
v
ATTENTION GOALTASKS
DEVICECARRIER
實
CONNECTION
INTERFACE
CULTURE
ENVIRONMENT
ACTIVITY
Research: MOBILE CONTEXT MODEL

45. 所以服務設計是???
36Copyright © 2015 Lin, Je-We - All rights reserved

46. 37Copyright © 2015 Lin, Je-We - All rights reserved
STEFAN ROGGENHOFER
Image: McKinsey Company

47. 38
CASE STUDIES
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48. 各式各樣金融服務與產品
39Copyright © 2015 Lin, Je-We - All rights reserved

49. 客戶需要的不是實體據點，而是銀行的服務
40Copyright © 2015 Lin, Je-We - All rights reserved

50. 數字化泛金融服務與生活息息相關
41Copyright © 2015 Lin, Je-We - All rights reserved Research: The Mobile Banking Imperative

51. 42Copyright © 2015 Lin, Je-We - All rights reserved
手機應用 APP
Video: Bank with Bank ofAmerica. Invest with Merrill Edge

52. 43Copyright © 2015 Lin, Je-We - All rights reserved
手機應用 APP
Image: Bank with Bank ofAmerica. Invest with Merrill Edge
“Face Retirement is a realistic face-aging
app that transforms your still photo into
a lifelike 3D animation—so you can meet
your future self face to face. ”

53. 44Copyright © 2015 Lin, Je-We - All rights reserved
穿戴式手環 WEARABLE BRACELET
Video: With FastPass+, The Forecast Is More Magic

54. 45Copyright © 2015 Lin, Je-We - All rights reserved
穿戴式手環 WEARABLE BRACELET
Image: With FastPass+, The Forecast Is More Magic
“Now it’s easier than ever to fit must-do
fun into your theme park visit when you
secure arrival times in advance―and
even make changes on the go.”

55. 46Copyright © 2015 Lin, Je-We - All rights reserved
整合卡片服務 CARD
Video: Plastc card website

56. 47Copyright © 2015 Lin, Je-We - All rights reserved
整合卡片服務 CARD
Image: Plastc card website
“Re-imagine the wayyou pay with Plastc,
the card that stores your credit, debit,
gift, loyalty, and even access cards on a
single device.”

57. 48Copyright © 2015 Lin, Je-We - All rights reserved
服務創新 SERVICE INNOVATION
Video: 「Keep the Change」 Account Service for Bank ofAmerica

58. 49Copyright © 2015 Lin, Je-We - All rights reserved
服務創新 SERVICE INNOVATION
Image: 「Keep the Change」 Account Service for Bank ofAmerica
“Great businesses are built
on great experiences.”

59. 50Copyright © 2015 Lin, Je-We - All rights reserved
流程再造 PROCESS REENGINEERING
Video: Vodafone m-pesa™ - Tiwari

60. 51Copyright © 2015 Lin, Je-We - All rights reserved
流程再造 PROCESS REENGINEERING
Image: Kenya Adopts Bitcoin with Bitpesa, Tagpesa and M-Pesa
“the service still remains very useful in
the underdeveloped countries for single
persons and also for local communities.”

61. 52Copyright © 2015 Lin, Je-We - All rights reserved Image: Multi channel marketing strategy: benefits and challenges
MOBILITY = 跨渠道整合服務

62. 53
10
TAKE A BREAK
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63. 54
DO IT!
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64. 設計流程
55Copyright © 2015 Lin, Je-We - All rights reserved

65. IDEA - CREDIT CARD BUSINESS DESIGN
56Copyright © 2015 Lin, Je-We - All rights reserved

Image: QUANJING

66. CREDIT CARD VS. ITUNES VS. PAYPAL
57Copyright © 2015 Lin, Je-We - All rights reserved Image: From Credit Card to PayPal: 3 Ways to Move Money

67. 讓我們尋找可能性
58Copyright © 2015 Lin, Je-We - All rights reserved Image: QUANJING


68. 分工合作
59Copyright © 2015 Lin, Je-We - All rights reserved
● BOSS ● PM ● MARKETING
● DESIGNER ● ENGINEER ● USER

69. 60Copyright © 2015 Lin, Je-We - All rights reserved
WHAT IS THEORY U?
Image: A boa liderança são aqueles que sabem ouvir

70. 心法 MINI THEORY U
61Copyright © 2015 Lin, Je-We - All rights reserved

71. 專案工作確認清單 PROJECT CHECKLIST
 ⽤用⼾戶是⼈人，老闆也是人..而且還是發薪水的人
62Copyright © 2015 Lin, Je-We - All rights reserved

72. 時間成本分布情況 COST CONTROL
63Copyright © 2015 Lin, Je-We - All rights reserved

73. 用戶畫像 PERSONA
 PERSONA

74. 必須滿足真實性與普遍性，並且成為專案中共通語言
64Copyright © 2015 Lin, Je-We - All rights reserved
姓名

75. 劉天翼

76. TONY

77. 性別

78. 男

79. 年齡

80. 23

81. 歲

82. 職介

83. 自由工作者

84. 收入

85. ¥

86. 16,000

87. (年)

88. 婚姻

89. 未婚

90. 銀行服務使用年資

91. 2

92. 年

93. 銀行服務使用習慣

94. 轉帳支付、歷史紀錄查詢

95. 個人標語

96. 活在當下

97. 畫像描述

98. 對任何新鮮事物接受度高。剛開始進入職場工作，漸漸
與金融服務有密切交集，並開始擁有自行運用的資金。
但對金融相關服務感到麻煩、棘手，能不碰就不碰。投
資理財概念薄弱，大部分資金運用在吃喝玩樂較多，儘
量實現自我滿足為主
姓名

99. 黃星月

100. STELLA

101. 性別

102. 女

103. 年齡

104. 33

105. 歲

106. 職介

107. 科技產業主管

108. 收入

109. 56000

110. 婚姻

111. 已婚育有一子

112. 銀行服務使用年資

113. 9

114. 年

115. 銀行服務使用習慣

116. 轉帳支付、線上理財產品購買

117. 個人標語

118. 認真女人最美麗

119. 畫像描述

120. 典型職業婦女，平均工作時間長，對生活的要求較
高，必須在質感上有相應保障。手上能使用的資金比
較充裕，但開銷也大。主要資金運用在家庭開銷（如生
活必需品、房貸、車貸等），部分資金放至長期投資理
財產品，財務概念以長期規劃為主

121. 接觸點 TOUCH POINT
 專注當下使用情境，不要將接觸點設定成渠道間的轉換
65Copyright © 2015 Lin, Je-We - All rights reserved

122. 客戶旅程圖 CUSTOMER JOURNEY MAP
 留心旅程中客戶行為與感受不一致的地方，最好當下能更深入地挖掘
66Copyright © 2015 Lin, Je-We - All rights reserved

123. 服務藍圖 SERVICES BLUEPRINT
 有形或無形的服務細節都必須考慮
67Copyright © 2015 Lin, Je-We - All rights reserved
CUSTOMER JOURNEY MAP

124. 縮小範圍 DEFINE YOUR IDEAS
68Copyright © 2015 Lin, Je-We - All rights reserved

125. 69
Q A
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126. 70
THANKS :D
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