1.
Creating Journey Maps
For A 200 Year Old Bank
Anthea Blanas
Strategic Design Lead, Customer Experience
March 2021, UXDX

2.
Hello!
It’s nice to be here today.

3.
Why research is
critical in driving
organisational
change
1. Our opportunity to
help people work
together towards
aligned purpose and
outcomes
2. 3.
How to evolve with
people’s
expectations

4.
My mum is terrible with any
form of money. I have to
suffer through it.
- Michelle*, a Westpac customer
*not her real name

5.
“I went to a branch to
see why I was declined.
That’s the first time
anyone explained
credit scores to me.”
- Michelle*, a westpac customer
*not her real name

6.
Banking is
transactional
Finances are
emotional
and they evolve over time
just like people do…

7.
#business complex

8.
#business complex
https://www.westpac.com.au/about-westpac/westpac-group/company-overview/our-strategy-purpose/
A change in
culture
A change in
structure
A change in
approach

9.
orienting around journeys

10.
Customer
Journeys VS Service
Journeys

11.
Buying a
home
Applying for a
home loan
VS

12.
Journeys are a flexible concept
Relatively short and simple (e.g. making a payment)
Long and complex (e.g. buying a home)
Entire arch of a relationship over potentially many years (e.g. a
customer lifecycle).
Orchestrating Experiences, Collaborative Design for Complexity by Chris Risdon & Patrick Quattlebaum

13.
Journeys within
journeys
customer
journeys
service
journeys

14.
customer
journeys
service
journeys
Margaret
24 years, account manager,
lives in Sydney
Financial
behaviours Going on a holiday
Going on a holiday

15.
customer
journeys
service
journeys
EMMA
24 years, account manager,
lives in Sydney
Financial
behaviours Going on a holiday

16.
Complex Systems Design
Service Design
UX Design
UI Design
How will I know that I am making the right
financial decision for me and my family?
What is the loan application
process that employees
facilitate for a customer?
Will people be able to easily
make repayments using this app?
Is the text in a readable
size for different age
groups?
The whole is greater than the sum of its parts
compl
exity
decision making impact

17.
“The effectiveness of a
journey map relies on the
quality and breadth of
research it is made up of”
Anthea Blanas

18.
People’s needs don’t change,
their expectations on how we
service those needs has

19.
Branch ATMs Tap & Go Cards Digital Wallets
1960s 1970s 1990s 2010s
Customer need: access my money

20.
However a siloed focus on
individual touchpoints misses
the bigger picture….
….building stronger and
deeper relationships

21.
Transformational Relationship Events,
Colleen M. Harmeling, Robert W. Palmatier, Mark B. Houston, Mark J. Arnold, & Stephen A. Samaha
People helping
people in moments
that matter

22.
How do we bring it all together?

23.
1.
Understand
people…
embrace their complexity.
#stories & behavioural cohorts
#opportunity areas,
#experience principles
#concept experimentation

24.
1.
Understand
people…
Zoom in & Out
Layer journeys to
connect everyday
decisions with
strategically aligned
outcomes.
2.
#customer outcomes & emotions
#jobstobedone
#services
#capability mapping
#systems & process
#metrics

25.
1.
Understand
people…
Factor in how to
build relationships
over time
3.
#lifeevents
#moments that matter
#unforeseen circumstances
#influential relationships

26.
What could you do today to
adopt this #designapproach
within your organisation?

27.
Thank You!
Anthea Blanas
Strategic Design Lead, Customer Experience
https://www.linkedin.com/in/antheablanas/
All vector illustrations included in this presentation are from www.freepik.com