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Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
Simplicity as a Bank's Capability _JinZwicky_nov21_2013
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Simplicity as a Bank's Capability _JinZwicky_nov21_2013

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How can banks achieve simplicity? …

How can banks achieve simplicity?
The rewards from achieving simplicity in banks are real.

However achieving simplicity is not done, unless the organisations build a strong foundation to make simplicity sustainable. Build simplicity as your bank's capability.

I suggest The 5 Fundamentals to cultivate simplicity as an organisational capability with real life examples.
1. Want it badly
2. Prototype
3. Focus ruthlessly
4. Obsess with design
5. Speak human

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  • 1. Simplicity as an organizational capability Jin Zwicky VP Experience Design Group Customer Experience OCBC Bank 1
  • 2. We want to differentiate ourselves through a simple customer experience. I believe in power of design and its business impact.
  • 3. Simple to do,
 feel simple,
 at the start
  • 4. Simplicity as an organizatio n al capability What is simplicity
  • 5. Simplicity is based on human nature and common sense. Complex Simple Mental model Knowledge needed to understand Simplicity as an organizational capability| Jin Zwicky 6
  • 6. Simplicity is about working backwards from what people need. What banks want Simplicity as an organizational capability| Jin Zwicky What people need 7
  • 7. Simplicity is not natural.
 Relevance You have to make it happen. What banks want Simplicity as an organizational capability| Jin Zwicky What people need 8
  • 8. Simplicity as an organizatio n al capability Why simplicity m atters
  • 9. 12 Pages of form filling
  • 10. 8 Pages of conversation
  • 11. 0 paper of interaction Simplicity as an organizational capability| Jin Zwicky
  • 12. Simplicity changes behavior. Simplicity as an organizational capability| Jin Zwicky
  • 13. LGI New Target Return Fund Sales as at 29 Nov (S$) LG NTRF Sales (S$) Avg Daily Sales for past 10 mths for top fund (S$) A new investment product with simplicity design / development process 8,000,000 Sales 7,000,000 % 150 6,000,000 +67% lift 5,000,000 4,000,000 3,000,000 2,000,000 Average daily sales for past 10months for top fund 1,000,000 25 D ay 23 ay 21 D D ay 19 ay 17 D D ay 15 ay 13 D D ay 11 ay 9 D D ay 7 D ay 5 D ay 3 ay D D ay 1 - Date Simplicity as an organizational capability| Jin Zwicky 17
  • 14. Customers don’t understand
  • 15. Customers understand
  • 16. Single premiums Regular premiums 8 times increase 2009 2010 2011 YTD 2012
  • 17. Customers don’t understand Customers understand
  • 18. Simplicity builds clarity + confidence. Simplicity as an organizational capability| Jin Zwicky
  • 19. Simplicity sells.
  • 20. 12000 pages 12000 pages 12000 pages 12000 pages 12000 pages 12000 pages 600 pages 0.5 million / year
  • 21. Simplicity saves cost.
  • 22. Why is it hard to do?
  • 23. The simplicity pitfalls “I want it simple. Do it! ” Top executives without taking the full responsibility for the issue of simplicity " “We can’t do that, because….” Middle management not bold enough to shake the status quo “Simplicity is for novice.” Bankers perception on wealthy customers
  • 24. Simplicity is everyone’s job. Everybody needs simplicity.
  • 25. Simplicity as an organizatio n al capability How to cultivate sim p licity
  • 26. Understand ‘design’ Noun Look and feel of a final object The quality of the thing is a direct result of the quality of the process Design Verb Verb Process of originating and developing a new object
  • 27. Establish simplicity engine: User-centered design process Start with customers Prototype & Test Commit to design Improve Learn Learn Improve Learn Improve Simplicity Test Test Simplicity as an organizational capability| Jin Zwicky Test
  • 28. Learn 5 simplicity fundamentals Want it, badly Mindset Prototype Culture Simplicity as an organizational capability| Jin Zwicky Focus ruthlessly Obsess with design Skillset Speak human
  • 29. Fundamentals to simplicity #1 Want it, badly Unless simplicity is defined as your priority, it will not be there.
  • 30. Head of Wealth Management Jin Zwicky | The Basics of Simplicity
  • 31. Fundamentals to simplicity #2 Prototype
  • 32. Relationship managers Head of advisory Head of investment
  • 33. Only through prototyping + iteration + testnig, complexity strips off Jin Zwicky | The Basics of Simplicity
  • 34. 37
  • 35. !38
  • 36. !40
  • 37. 7 times increase in total base among university level students. Poly 26-28% Penetration amongst students otal Tertiary Population Working Students Frank Total Base OCBC Tertiary Base (non Frank) 42
  • 38. Fundamentals to simplicity #3 Focus ruthlessly " Articulate one objective and do one thing well. Simplicity as an organizational capability| Jin Zwicky
  • 39. Fundamentals to simplicity #4 Obsess with design " The look is the message. The look should give a feeling of confidence and trust. Simplicity as an organizational capability| Jin Zwicky
  • 40. Simplicity as an organizational capability| Jin Zwicky
  • 41. Design ignorance Power of design
  • 42. Design engages customers emotionally.
  • 43. Emotionally satisfied customers are 100% more likely to spend.
  • 44. Fundamentals to simplicity #5 Speak human " Being human make things simpler. Simplicity as an organizational capability| Jin Zwicky
  • 45. Fund Transfer – new screen
  • 46. Designfulcompany.com
  • 47. So, Was it simple?
  • 48. Making things simple requires dedication, discipline and intelligence.
  • 49. It is everyone’s job to make things simple.
  • 50. Cultivate simplicity as a capability Want it, badly Mindset Prototype Culture Focus ruthlessly Obsess with design Skillset Speak human
  • 51. Thank you!

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