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Simplicity	
  
for	
  -inancial	
  services	
  
1
Jin	
  Zwicky	
  
VP,	
  Experience	
  Design	
  /	
  OCBC	
  Bank	
  
‘Simplicity’	
  	
  
became	
  a	
  buzzword	
  
Simplicity	
  
Simple	
  
Simpli-ied	
  
Simple	
  
Simplicity	
  
Simpli...
Simplicity	
  for	
  -inancial	
  services	
  |	
  Jin	
  Zwicky	
  	
  
Are	
  they	
  really	
  simple?	
  
simplicity	
  
is	
  
Simplicity	
  for	
  -inancial	
  services	
  
What	
  
Simplicity	
  is	
  based	
  on	
  human	
  
nature	
  and	
  common	
  sense.	
  Edward	
  de	
  Bono	
  
SimpleComplex
n...
Simplicity	
  is	
  about	
  working	
  
backwards	
  from	
  what	
  people	
  
need.	
  Bill	
  Jensen	
  
12
What	
  pe...
Relevance	
  
Simplicity	
  is	
  not	
  natural.	
  
You	
  have	
  to	
  make	
  it	
  happen.	
  Edward	
  de	
  Bono	
...
Why	
  
simplicity	
  matters	
  	
  
to	
  banks?	
  
Simplicity	
  for	
  -inancial	
  services	
  
12	
  Pages	
  of	
  
form	
  -illing	
  
WMSH-FM-FNAPMPE-110216
Co.Reg.No.:193200032W
Bank Copy
8	
  Pages	
  of	
  
conversation	
  
0	
  paper	
  of	
  
interaction	
  
Simplicity	
  for	
  -inancial	
  services	
  |	
  Jin	
  Zwicky	
  	
  
Simplicity	
  =	
  	
  
Meaningful	
  problem	
  
solving	
  
Simplicity	
  for	
  -inancial	
  services	
  |	
  Jin	
  Zw...
LGI New Target Return Fund Sales as at 29 Nov (S$)
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000...
Customers	
  don’t	
  understand	
  
Customers	
  understand	
  
Simplicity	
  =	
  	
  
Clarity	
  
Simplicity	
  for	
  -inancial	
  services	
  |	
  Jin	
  Zwicky	
  	
  
	
  	
  	
  	...
24
+67%
First	
  two	
  weeks	
  result	
  
After	
  simpli;ied	
  internet	
  &	
  mobile	
  banking	
  launch	
  
Organi...
Simplicity	
  sells!	
  
Jin	
  Zwicky	
  |	
  The	
  Basics	
  of	
  Simplicity	
  
Make	
  it	
  happen	
  
How	
  to	
  
Simplicity	
  for	
  -inancial	
  services	
  
Want	
  it,	
  
badly	
  
Master	
  user-­‐
centered	
  
design	
  
Focus	
  
ruthlessly	
  
Obsess	
  
with	
  
design	
 ...
Want	
  it,	
  badly	
  
The	
  basics	
  #1	
  to	
  simplicity	
  
Unless	
  simplicity	
  is	
  de-ined	
  as	
  your	
...
Jin	
  Zwicky	
  |	
  The	
  Basics	
  of	
  Simplicity	
  
Head	
  of	
  Wealth	
  
Management	
  
Master	
  user-­‐centered	
  	
  
design	
  process	
  
The	
  basics	
  #2	
  to	
  simplicity	
  
Simplicity	
  for	
  -...
Commit	
  to	
  design	
  Start	
  with	
  customers	
   Prototype	
  &	
  Iterate	
  
Learn Improve
Test
Learn
Improve
Te...
Relationship	
  managers	
  
Head	
  of	
  investment	
  
Head	
  of	
  
advisory	
  
Culture	
  of	
  co-­‐creation	
  
Jin	
  Zwicky	
  |	
  The	
  Basics	
  of	
  Simplicity	
  
Culture	
  of	
  protyping	
  
34
Focus	
  ruthlessly	
  	
  
Articulate	
  one	
  objective	
  and	
  do	
  one	
  thing	
  well.	
  	
  
The	
  basics	
  ...
Obsess	
  with	
  design	
  	
  
The	
  look	
  is	
  the	
  message	
  
The	
  basics	
  #4	
  to	
  simplicity	
  
Simpl...
Design	
  ignorance	
  
+	
  jargon	
  
Power	
  of	
  design	
  
+plain	
  English	
  
common sense
simplicity
beauty
Thank	
  you!	
  
	
  
	
  
Join	
  the	
  conversation	
  	
  
@jinzwicky	
  
Designfulcom...
Simplicity for financial services
Simplicity for financial services
Simplicity for financial services
Simplicity for financial services
Simplicity for financial services
Simplicity for financial services
Simplicity for financial services
Simplicity for financial services
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Simplicity for financial services

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Simplicity become a buzz word in financial services. What is really 'simplicity'? And why does it matter?
I suggest the basics to designing 'simplicity' in financial services.
(presented at Next Bank Asia conference 2012 in Singapore)

Transcript of "Simplicity for financial services"

  1. 1. Simplicity   for  -inancial  services   1 Jin  Zwicky   VP,  Experience  Design  /  OCBC  Bank  
  2. 2. ‘Simplicity’     became  a  buzzword   Simplicity   Simple   Simpli-ied   Simple   Simplicity   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  3. 3. Simplicity  for  -inancial  services  |  Jin  Zwicky    
  4. 4. Are  they  really  simple?  
  5. 5. simplicity   is   Simplicity  for  -inancial  services   What  
  6. 6. Simplicity  is  based  on  human   nature  and  common  sense.  Edward  de  Bono   SimpleComplex no overlap complete overlapsmall overlap big overlap Knowledge needed to understand Mental model medium overlap 11Simplicity  for  -inancial  services  |  Jin  Zwicky    
  7. 7. Simplicity  is  about  working   backwards  from  what  people   need.  Bill  Jensen   12 What  people  need   Simplicity  for  -inancial  services  |  Jin  Zwicky     What  banks  want  
  8. 8. Relevance   Simplicity  is  not  natural.   You  have  to  make  it  happen.  Edward  de  Bono   13Simplicity  for  -inancial  services  |  Jin  Zwicky     What  people  need  What  banks  want  
  9. 9. Why   simplicity  matters     to  banks?   Simplicity  for  -inancial  services  
  10. 10. 12  Pages  of   form  -illing  
  11. 11. WMSH-FM-FNAPMPE-110216 Co.Reg.No.:193200032W Bank Copy 8  Pages  of   conversation  
  12. 12. 0  paper  of   interaction   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  13. 13. Simplicity  =     Meaningful  problem   solving   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  14. 14. LGI New Target Return Fund Sales as at 29 Nov (S$) - 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 D ay 1 D ay 3 D ay 5 D ay 7 D ay 9 D ay 11 D ay 13D ay 15 D ay 17D ay 19 D ay 21D ay 23 D ay 25 Date Sales(S$) LG NTRF Sales (S$) Avg Daily Sales for past 10 mths for top fund (S$) 19 +67% A  new  investment  product   with  simplicity  design  /   development  process   150%     lift   Average  daily  sales  for   past  10months  for  top   fund   Sales Simplicity  for  -inancial  services  |  Jin  Zwicky    
  15. 15. Customers  don’t  understand  
  16. 16. Customers  understand  
  17. 17. Simplicity  =     Clarity   Simplicity  for  -inancial  services  |  Jin  Zwicky                                =   Con-idence  
  18. 18. 24 +67% First  two  weeks  result   After  simpli;ied  internet  &  mobile  banking  launch   Organic  baseline  without  any  sign-­‐up  campaign   3000     new  sign-­‐up   activation   6000     App   downloads  3500     Usage  of     new  features   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  19. 19. Simplicity  sells!   Jin  Zwicky  |  The  Basics  of  Simplicity  
  20. 20. Make  it  happen   How  to   Simplicity  for  -inancial  services  
  21. 21. Want  it,   badly   Master  user-­‐ centered   design   Focus   ruthlessly   Obsess   with   design   Mindset   Process   Skillset   The  basics  to  simplicity   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  22. 22. Want  it,  badly   The  basics  #1  to  simplicity   Unless  simplicity  is  de-ined  as  your  priority,  it  will  not  be  there.     Simplicity  for  -inancial  services  |  Jin  Zwicky    
  23. 23. Jin  Zwicky  |  The  Basics  of  Simplicity   Head  of  Wealth   Management  
  24. 24. Master  user-­‐centered     design  process   The  basics  #2  to  simplicity   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  25. 25. Commit  to  design  Start  with  customers   Prototype  &  Iterate   Learn Improve Test Learn Improve Test Learn Improve Test Simplicity   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  26. 26. Relationship  managers   Head  of  investment   Head  of   advisory   Culture  of  co-­‐creation  
  27. 27. Jin  Zwicky  |  The  Basics  of  Simplicity   Culture  of  protyping  
  28. 28. 34
  29. 29. Focus  ruthlessly     Articulate  one  objective  and  do  one  thing  well.     The  basics  #3  to  simplicity   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  30. 30. Obsess  with  design     The  look  is  the  message   The  basics  #4  to  simplicity   Simplicity  for  -inancial  services  |  Jin  Zwicky    
  31. 31. Design  ignorance   +  jargon   Power  of  design   +plain  English  
  32. 32. common sense simplicity beauty Thank  you!       Join  the  conversation     @jinzwicky   Designfulcompany.com    

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