The Reading Room
26th September 2013
Bojan Blecic
VP and Head Experience Design

OCBC Bank
EXPERIENCE DESIGN
DESIGN
IT'S EASY TO SAY,
AND IT'S HARD TO DO
OUR MOUTHS ARE FULL OF
CUSTOMERS
BUT OUR PRACTICE IS FULL
OF OURSELVES
M. Rijbersman
THE EXPERT PARADOX
8%
362
COMPANIES
95%
SAY THEY PROVIDE OUTSTANDING
EXPERIENCES
HOW MANY OF THEIR
CUSTOMERS THINK SO?
FOCUS ON EMPATHY
START
SMALL
BUT START
BEFORE AFTER
CARD TOP UP AT ATM
GCFS/GCADDecember2011Co.Reg.No:193200032W
Services for Online Banking
You can apply instantly at any OCBC ATMs or visit ww...
Example project
FROM 20,000
PAGES TO
600
• Simpler structure
• Clearer flows and
paths
• Easier language
• Faster and easier
decisions
• Less confusion,
more confi...
SAVINGS
IN MAINTENANCE COST

0.5 M
ATTITUDE
EMPATHY
PERSEVERANCE
VS
MEDIOCRITY
IS ALWAYS
IN A RUSH
THANK YOU
Bojan Blecic - Head Experience Design
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Experience Design

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Reading Room Singapore organized a breakfast event in September 2013 on User Experience.

Our speaker, Bojan Blecic who is the Head of Experience Design in OCBC bank in Singapore, shared about how OCBC is using design to become a more customer-focused company. For more information of the event, go to: http://rroom.me/breakfasttalksept

Experience Design

  1. 1. The Reading Room 26th September 2013 Bojan Blecic VP and Head Experience Design OCBC Bank EXPERIENCE DESIGN
  2. 2. DESIGN IT'S EASY TO SAY, AND IT'S HARD TO DO
  3. 3. OUR MOUTHS ARE FULL OF CUSTOMERS BUT OUR PRACTICE IS FULL OF OURSELVES M. Rijbersman THE EXPERT PARADOX
  4. 4. 8% 362 COMPANIES 95% SAY THEY PROVIDE OUTSTANDING EXPERIENCES HOW MANY OF THEIR CUSTOMERS THINK SO?
  5. 5. FOCUS ON EMPATHY
  6. 6. START SMALL BUT START
  7. 7. BEFORE AFTER CARD TOP UP AT ATM
  8. 8. GCFS/GCADDecember2011Co.Reg.No:193200032W Services for Online Banking You can apply instantly at any OCBC ATMs or visit www.ocbc.com/login.All information are mandatory unless stated. For bank’s use Name Mailing address Your details NRIC / Passport number Mobile numberEmail address As per NRIC / Passport 1 +( ) Verified by Date $20 replacement fee will be debited from this account number Re-issue my internet banking PIN Your new internet banking PIN will be sent to you within 5 working days upon submission of this form. Your choice will be activated within 3 working days upon submission of this form. Your internet banking account will be terminated within 3 working days upon submission of this form. Changes will be made within 3 business days upon submission of this form. Your replacement hardware token will sent to your mailing address above within 5 working days upon submission of this form. Link / unlink accounts from my internet banking Terminate my internet banking Re-issue my hardware token Add / remove option to send code to my mobile via SMS Update my mobile number as above Link Link Link Unlink Unlink Unlink Account number Account number Account number What services do you require?2 Terms and conditions agreement What to do next 5 6 I agree to abid and be bound by the Terms and Conditions Governing Electronic Banking Services, which I have read and any amendments, alterations and additions thereto as may be from time to time be made. I consent to disclosures as provided therein and agree that all payments be debited to my accounts with you. Send the completed form to OCBC Bank, Account Services, Bras Basah Post Office, Locked Bag Service No. 8, S911886 Bring your completed form and NRIC / passport in person to any OCBC branch. If you mail in, confirmation letters will be sent to your old and new addresses (except Treasury Products). If thumbprint is used instead of signature, please visit any OCBC Branch to update. Authorised signature Visit branch Send by mail Date / / DD / MM / YY OR OLD FORM NEW FORM 22% Error rate 1% Error rate
  9. 9. Example project
  10. 10. FROM 20,000 PAGES TO 600
  11. 11. • Simpler structure • Clearer flows and paths • Easier language • Faster and easier decisions • Less confusion, more confidence • More value BENEFITS FOR THE USERS
  12. 12. SAVINGS IN MAINTENANCE COST 0.5 M
  13. 13. ATTITUDE EMPATHY PERSEVERANCE
  14. 14. VS
  15. 15. MEDIOCRITY IS ALWAYS IN A RUSH
  16. 16. THANK YOU Bojan Blecic - Head Experience Design
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