Designers on the inside

837 views
755 views

Published on

Presentation at Service Design 2011, by Opher Yom-Tov

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
837
On SlideShare
0
From Embeds
0
Number of Embeds
245
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Designers on the inside

  1. 1. Designers on the InsideLessons from within a large service organisationService Design 2011 – May 3, 2011 Opher Yom-Tov National Manager – Customer Centred Design & Innovation Service Design 2011 – May 3
  2. 2. I work for a bank
  3. 3. The wealth management arm of the bank
  4. 4. We provide these services Financial planning Superannuation Investment administration Insurance Private banking Managed funds Retirement products
  5. 5. YAWN
  6. 6. Financial services •  Boring •  Conservative •  Risk averse •  Uninspiring •  Design desert
  7. 7. Financial services •  Massive impact on people’s lives •  Enables people to live their dreams •  Boring •  Touches 10 million people •  Conservative •  Really big budgets •  Risk averse OR •  Opportunity to transform a conservative •  Uninspiring industry as a shining light to others. •  Design desert •  Incredibly complex •  Highly constrained
  8. 8. Financial services •  Massive impact on people’s lives •  Enables people to live their dreams •  Boring •  Touches 10 million people •  Conservative •  Really big budgets •  Risk averse OR •  Opportunity to transform a conservative •  Uninspiring industry as a shining light to others. •  Design desert •  Incredibly complex •  Highly constrained
  9. 9. Here’s where the problem starts We sell a commodity
  10. 10. $ + $ more Term Deposit
  11. 11. $ + $ more + service Term Deposit
  12. 12. $more $+$+$+ Mortgage
  13. 13. $service +more $+$+$+ Mortgage
  14. 14. $+$+$+ more $ Superannuation
  15. 15. $+$+$+ more $ + service Superannuation
  16. 16. $+$+$+ $ more Insurance
  17. 17. $+$+$+ $ more + service Insurance
  18. 18. Service is our most powerful differentiator
  19. 19. only sustainableService is our most powerful differentiator
  20. 20. 10 things I’ve learned as a service designer on the inside
  21. 21. 1A journey of a thousand miles begins with the first step
  22. 22. Aspira!on   Now   !me   Future  
  23. 23. Ideal future vision   state!Aspira!on   Now   !me   Future  
  24. 24. Ideal future vision   state!Aspira!on   The first “baby step”! Now   !me   Future  
  25. 25. 2Service design can bridge silos
  26. 26. Silos within silos within silos within silos within silos within silos within ….. Banking vs wealth Business vs consumer $2.5M+ $1M-2.5M $100k-1M Insurance, superannuation, mortgage, credit cards, deposits, private banking, branches, online
  27. 27. Pic - Mortgage insurance and mortgage
  28. 28. 3Sometimes, there isn’t a journey
  29. 29. Financial Advice for Affluent customersBespoke Financial Advice for High Net Worth Customers
  30. 30. 4I see a framework,you see a concept
  31. 31. 5 Always in beta(& start live prototyping early)
  32. 32. capture   deliver   create  
  33. 33. capture   deliver   create  
  34. 34. Role playing a private banking client experience 35
  35. 35. Private Bank ideal client premises 36
  36. 36. Live prototyping with staff
  37. 37. 6 If you squint,a bank looks like a technology company
  38. 38. If you squint, banks are technologycompanies
  39. 39. 7 Technology is important,but humans still make a service special
  40. 40. Photo of ikea self assembly
  41. 41. 8Always wear two hats:Designer and Teacher.
  42. 42. Building service design capability across the bank Learn Learn By Broad Doing Skills PROJECTS TRAINING46
  43. 43. 9Courageous and enlightened leaders enable great service design
  44. 44. Vision GoalsWhere to Win CustomerHow to Win Centred Design Measures 48
  45. 45. 10Services can face inwards too
  46. 46. In summary … 1 A journey of a thousand miles begins with the first step 2 Service design can bridge silos 3 Sometimes there is no journey 4 I see a framework, you see a concept 5 Always in beta (start prototyping early) 6 If you squint, a bank looks like a technology company 7 Technology is important, but humans still make a service special 8 Always wear two hats: designer and teacher 9 Courageous and enlightened leaders enable great service design 10 Services can face inwards too
  47. 47. Thank You. Opher Yom-Tov National Manager – Customer Centred Design & Innovation Service Design 2011 – May 3

×