Simplicity as a Bank's Capability _JinZwicky_nov21_2013

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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

Simplicity as a Bank's Capability _JinZwicky_nov21_2013

  1. 1. Simplicity as an organizational capability Jin Zwicky VP Experience Design Group Customer Experience OCBC Bank 1
  2. 2. We want to differentiate ourselves through a simple customer experience. I believe in power of design and its business impact.
  3. 3. Simple to do,
 feel simple,
 at the start
  4. 4. Simplicity as an organizatio n al capability What is simplicity
  5. 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. 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. 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. 8. Simplicity as an organizatio n al capability Why simplicity m atters
  9. 9. 12 Pages of form filling
  10. 10. 8 Pages of conversation
  11. 11. 0 paper of interaction Simplicity as an organizational capability| Jin Zwicky
  12. 12. Simplicity changes behavior. Simplicity as an organizational capability| Jin Zwicky
  13. 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. 14. Customers don’t understand
  15. 15. Customers understand
  16. 16. Single premiums Regular premiums 8 times increase 2009 2010 2011 YTD 2012
  17. 17. Customers don’t understand Customers understand
  18. 18. Simplicity builds clarity + confidence. Simplicity as an organizational capability| Jin Zwicky
  19. 19. Simplicity sells.
  20. 20. 12000 pages 12000 pages 12000 pages 12000 pages 12000 pages 12000 pages 600 pages 0.5 million / year
  21. 21. Simplicity saves cost.
  22. 22. Why is it hard to do?
  23. 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. 24. Simplicity is everyone’s job. Everybody needs simplicity.
  25. 25. Simplicity as an organizatio n al capability How to cultivate sim p licity
  26. 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. 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. 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. 29. Fundamentals to simplicity #1 Want it, badly Unless simplicity is defined as your priority, it will not be there.
  30. 30. Head of Wealth Management Jin Zwicky | The Basics of Simplicity
  31. 31. Fundamentals to simplicity #2 Prototype
  32. 32. Relationship managers Head of advisory Head of investment
  33. 33. Only through prototyping + iteration + testnig, complexity strips off Jin Zwicky | The Basics of Simplicity
  34. 34. 37
  35. 35. !38
  36. 36. !40
  37. 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. 38. Fundamentals to simplicity #3 Focus ruthlessly " Articulate one objective and do one thing well. Simplicity as an organizational capability| Jin Zwicky
  39. 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. 40. Simplicity as an organizational capability| Jin Zwicky
  41. 41. Design ignorance Power of design
  42. 42. Design engages customers emotionally.
  43. 43. Emotionally satisfied customers are 100% more likely to spend.
  44. 44. Fundamentals to simplicity #5 Speak human " Being human make things simpler. Simplicity as an organizational capability| Jin Zwicky
  45. 45. Fund Transfer – new screen
  46. 46. Designfulcompany.com
  47. 47. So, Was it simple?
  48. 48. Making things simple requires dedication, discipline and intelligence.
  49. 49. It is everyone’s job to make things simple.
  50. 50. Cultivate simplicity as a capability Want it, badly Mindset Prototype Culture Focus ruthlessly Obsess with design Skillset Speak human
  51. 51. Thank you!

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