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Rikki Teeters
@RikkiCreative
Creating a Holistic Financial
Experience Strategy
When I say People I mean users, customers, clients,
employees, men, women, children, etc.
When I say People I mean
Human Beings.
When I say Experience I mean the overall feeling that a
Person has when interacting with or reflecting on your brand,
company, other people, places, products, services, etc. !
Life itself is the greatest
Experience we will ever have.
Omni-Channel Experience
Multi-Channel Experience
Cross-Channel Experience
When I say Holistic Experience I mean a
seamless approach to meeting the needs of
People across all touchpoints.
Rikki Teeters
Girl of the 21st Century
@RikkiCreative
Cincinna&	
  
Passive Consumer (since birth)
Consumer (since age 15)
Bank Technology User (since age 16)
UX Consultant at a Big Bank (currently)
My Relationship with Banks
If we don’t really love our banks,
then why do we stay loyal?
What is essential for survival?
What is essential for survival?
FOOD. 
WATER.
SHELTER.
Without money.
FOOD. 
WATER. 
SHELTER.
Without money.
FOOD. 
WATER. 
SHELTER.
Money is essential for survival.
Banks are not going to go away.
What will money and banking 
be like in the future?
Through research, I found a lot of problems with 
the current state of Experience in the Financial Industry.
Problem #1
Big Banks are out of touch with technology
People have more technology in their pockets…
…than bankers do in branches.
`	
  
Modern banking systems are built on top of
Mainframe computing systems created in 1970.
Instead of fixing those systems 
and building a solid foundation 
for the future…
…banks put band aids on problems to stay within
budget and scope.
Upgrading these old broken systems takes 
time and money.
IT Departments at Big Banks do not have
enough time or money.
`	
  
IT Projects are funded based on
immediate Return on Investment…
…instead of long-term value.
Bank IT Projects that improve experience
are often pushed aside for “later” because
the business does not see an opportunity
for instant Return on Investment.
The Waterfall
Has Dried
Up
Your Project
Your Project
Problem #2
Sales drive business
!
!
Big Banks see people as customers…!
..but not as fellow human beings.
How do banks make money?
Fees.!
! Overdra.	
  Fees	
  
Enrollment	
  Fees	
  
Account	
  Fees	
  
Applica&on	
  Fees	
  
Interest	
  Fees	
  
Penalty	
  Charges	
  
Late	
  Payments	
  
Commission	
  
	
  
Problem #3
People have lost trust in Big Banks
Technology
Automotiove
Telecommunications
Food & Beverage
Biotech
Retail
Entertianment
Pharmaceuticals
Energy
Consumer packaged goods
OTC personal health care products
Brewing and spriits
Media
Insurance
Banks
Financial Services
81%
69%
68%
66%
65%
65%
63%
63%
62%
59%
57%
57%
54%
52%
51%
50%
Source: 2011 Edelman Trust Barometer Key Findings, http://edelman.com/trust/2011/
How Much Do You Trust the Following Industries
to Do What is Right?
Problem #4
No Strategic Experience plan for the future
Experience Strategy
A	
  strategically	
  designed	
  plan	
  to	
  create	
  be@er	
  
experiences	
  for	
  all	
  people who touch an
organization.	
  
Experience Strategy Essentials!
Born through Research
Executed with a clear Vision
Aligned with the Business
Consistent across Touchpoints
Created uniquely for the People
Follows a strategically designed Road Map

	
  
	
  
	
  
Experience Strategy Essential #1
Born through Research
User Interviews
Usability Studies
Competitive Analysis 
Historical Review
Ethnographical Studies
Academic Research
Surveys
And much more…
 	
  
Experience Strategy
Competitive Analysis!
Experience Strategy Essential #2
Executed with a Clear Vision
VISION
The Branch
Photo	
  of	
  old	
  person	
  with	
  cash	
  
“The	
  most	
  avid	
  adopters	
  of	
  virtual	
  
channels	
  –	
  tech-­‐savvy	
  consumers–	
  are	
  also	
  
the	
  most	
  frequent	
  branch	
  visitors.”	
  
Source:	
  	
  Cisco	
  IBSG,	
  June	
  2012	
  	
  
Responses When Asked About Replacing Branches
with an All-Virtual Branch
Source: Cisco IBSG, June 2012
30%
25%
25%
22%
7%
20%
15%
10%
5%
0%
Would be happy, but would keep same deposits
Would be happy, but would reduce deposits
Would switch banks
Would you want to take out
a $400,000 Home Loan online?!
The Branch is not Dead.
It just needs to evolve.!
Self Service
Source:	
  Apple.com	
  
Personal Attention
Personal Attention
Trusted Advisors
Trusted Advisors
Financial Goals
Real Time Expense Tracking
Save for Kids’ College
Savings Plan
Buy a Car
Take Out a Home Loan
Monitor Credit Report
Monitor & Protect Identity 
Advise on important Financial Decisions

Advisors should give people personal attention
Relationships have to change from 
Sales people / Customers!
to
Trusted Advisors / Clients!
Experience Strategy Essential #3
Aligned with the Business!
Executive Support is Required!
You must get executive buy in.
You must get executive buy in.
You must get executive buy in.
You must get executive buy in.
2007-2010 Stock Performance of
Customer Experience Leaders, Laggards and S&P 500
Source: HFI White Paper, UX Mistakes Made by Financial Institutions
30.0%
20.0%
CxP Leaders
19.0%
S&P 500 Index
-3.3%
10.0%
0.0%
-10.0%
-20.0%
CumulativeTotalReturn
-30.0%
-40.0%
CxP Laggards
-46.3%
Key Hybrid Business Experience Strategy :
Build and Maintain Life-long Relationships
J	
  =	
  $	
  
We must build real human relationships.
What makes a good human relationship?
TRUST
EMOTIONAL 
AVAILABILITY
OPENNESS
ALIGNMENT
ALIGNMENT
COMMITMENT
SAFETY
SAFETY
`	
  
HONESTY
HONESTY
COMMUNICATION
TRUST
EMOTIONAL 
AVAILABILITY
OPENNESS
ALIGNMENT
ALIGNMENT
COMMITMENT
SAFETY
SAFETY
`	
  
HONESTY
HONESTY
COMMUNICATION
Experience Strategy Essential #4
Consistent Across Touchpoints
Channel	
  
•  ATM	
  
Channel	
  
•  iPhone	
  
Channel	
  
•  Branch	
  
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Deposit a Check
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Deposit a Check
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Check my balance
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Check my balance
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Take out a loan
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Take out a loan
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Complain about an
issue
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Complain about an
issue
BANK
ATM
Mobile
Applications
Internet
Banking
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
I want to ...
Research, get advice,
and get credit card
BANK
ATM
Mobile
Applications
Internet
Banking
Google
Consumer
Enrollment
Call Center Branch
3rd Party
Applications
Social Media
Within 1 journey,
I have touched all
channels.
BANK
People do not see channels.
BANK
Their relationship with your brand is
based on a series of interactions
over time.
BANK
The way they feel, during each of
those interactions, is what forms
their overall experience.
Omni-­‐chart	
  
Source:	
  Research	
  Study	
  by	
  Google	
  Inc.	
  
“The future of banking is about connections
with your customers, engaging them when
and where they need banking to solve a
problem or provide a service.”"
"
- April McGee (VP HFI Eastern Region)
Constant access to Financial Advisors will
enhance quality of remote advice.
It would also allow “Advisors” to work from
anywhere in the world.
`	
  
According to a 2012 study by Cisco…
People desire to control the time, place, channel,
and information required to perform their banking
activities.
Created for the uniquely for the People"
!
User Interviews
User Groups
Ethnographic Research
Experience Mapping
Usability Testing
Behavioral Research 
Card Sorting
Mental Models
	
  
Experience Strategy Essential #5
Know People.
Understand that people desire to be constantly !
connected & heard.
Plan to build true relationships with them.
Anticipate needs of the people.
Understand human behavior.
Empathize with their needs, pain points, journeys.!
!
Try to form an emotional connection with people.!
!
As you start to know and understand people
look for Actionable Insight.!
Create a strategy to 
add value to their lives.
Experience Strategy Essential #6
Follow a Strategically Design Road Map!
X + Y * Z = Experience Strategy !
What factors will not change over the next 10 years?!
Technology?
BEHAVIOR?
C O N T E X T ?
PEOPLE?
OUR WORLD?
Human Relationships and Change itself. 
In fact, the only 2 constants that we can rely on are
Another	
  rela&onship	
  
Add	
  father	
  son	
  
Add	
  friends	
  
Add	
  friends	
  
How can we add value to the 
lives of people?
•  Create	
  a	
  strategically	
  wri@en	
  plan	
  to	
  Build	
  real	
  
rela&onships	
  with	
  people.	
  	
  
– Align	
  ALL	
  projects	
  with	
  that	
  plan	
  
– Create	
  checkpoints	
  along	
  the	
  way	
  to	
  reflect	
  and	
  
update	
  plan	
  	
  
– Constantly	
  research	
  change	
  in	
  technology,	
  people,	
  
behavior,	
  context,	
  and	
  our	
  world.	
  	
  	
  
– Always	
  strive	
  to	
  add	
  value	
  to	
  the	
  lives	
  of	
  people.	
  
Summary	
  
"When you grow up you tend to get told the
world is the way it is and your life is just to live
your life inside the world. Try not to bash into the
walls too much. Try to have a nice family, have
fun, save a little money.

That's a very limited life. Life can be much
broader once you discover one simple fact:
Everything around you that you call life
was made up by people that were no
smarter than you.
And you can change it, you can influence it,
you can build your own things that other
people can use!
Once you learn that, you'll never be the
same again.”
-Steve Jobs
You can change it.	
  
@RikkiCreative
Thank you!

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Creating a Holistic Financial Experience Strategy BlendConf 2013