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Multi-dimensional: Building 21st Century Experiences for Financial Outcomes

This presentation was given as a keynote at UX Finance, Istanbul Turkey 2013. It looks at the frameworks and key challenges of designing multi-channel customer experiences that deliver to financial outcomes, not just business outcomes.

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Multi-dimensional: Building 21st Century Experiences for Financial Outcomes

  1. 1. Multi-dimensional stBuilding 21 Century experiences forfinancial outcomesHarriet WakelamMelbourne, AustraliaTwitter: @hwakelameMail: Harriet.Wakelam@nab.com.au
  2. 2. Multi-slice [muhl- So s l a h y s Verb: To multi-task on a Lo smartphone during small slices of productive time Mo crop up during the daySitecore: managing the mobile rush
  3. 3. From outputs to Outcomes
  4. 4. A customer experience team that… Makes complex things simple Creates outcomes not outputs Asks and shapes questions rather than provide answers Is Enterprise-wide – hub not a spoke Has a design thinking approach to problem solving
  5. 5. Ingredients of a customer centric culture
  6. 6. A space… 1 Customer Experience Design Design & Review Centre  Collaborative design  Playback & review  UX observation3 2 UX Testing Development  „Bodystorming‟  Storyboarding User experience testing  Prototyping  Test analysis
  7. 7. a brand
  8. 8. A Playful team Open Empathetic Observational Curious Analytical Visual Interpersonal Imaginative
  9. 9. Figure it out by trying it out 14
  10. 10. FrameworksTranslate and synthesize other frameworks Journey mapping Customer Experience design guidelines Personas Customer impact assessments Methodology
  11. 11. Design Methodology
  12. 12. Customer experience design guidelines Removed for publication
  13. 13. What are customers doing? Customer Tuesdays Through research Contextual enquiry Prototyping and testing Observe, watch and listen
  14. 14. Work with projects thatdemonstrate the power ofdesign thinking “In real life only diverse surroundings have the practical power of inducing a natural, continuing flow of life and use.” Jane Jacobs – the death and life of great American cities
  15. 15. Shift is on purposeTell storiesMake space for playCreate blended teams of staff anddesignersDrop in centresHelping stakeholders look goodCX community
  16. 16. Courage to do things differentlyOrganisations need to beenabled to carry out newprocesses and be providedwith leadership and guidancewhile executing themKarel Vredenburg
  17. 17. “Most design practice—isad hoc, performed on an „as-needed‟ basis and adapted to whatever context the designers encounter.
  18. 18. Listen, watch, Learn with everybodyWhat is needed to think big.. beyond interaction, product or channel? Watch everything, hear everything, question everything
  19. 19. What do customers see as financial outcomes?
  20. 20. Whatbanks see as financial outcomes
  21. 21. “Cities have thecapability of providingsomething foreverybody, only becauseand only when, they arecreated by everybody”.Jane Jacobs, The Death and Life ofGreat American Cities
  22. 22. Radial people assume that any technologicalchange starts from where we arenow…..Radial people want to know, of anychange, how big a change is it from currentpractice, in what direction, and at what cost.Cartesian people assume that anytechnological change lands you somewhereCartesian people want to know, for anychange, where you end up, and what thecharacteristics of the new landscape are. Theyare less interested in the cost of getting there. Clay Shirky
  23. 23. MeasureWhat if financialWe measure what we know, we research what weexpect.outcomes were the What are the problems we‟re trying to solveHow do you measure something that nobody hasmetricmeasured yet? How does that make stakeholders feelfor success?
  24. 24. Partnerships“Collaborative skills that organisations are not geared towards” Creating “systems to identify, capture,and build on …knowledge in an ongoing process, …to develop a design practice appropriate for an information and services economy” Hugh Dubberly
  25. 25. Guerilla tacticsCustomers “create workarounds‟that become so familiar we mayforget we are being forced tobehave in a less than optimalfashion”Dorothy Leonard and Jeffrey F Rayport, HBR, Nov – Dec 1997
  26. 26. • Outcomes not outputs• Trust• Questions not answers
  27. 27. Each design iteration andimplementation leads to newknowledge.Hugh Dubberly
  28. 28. Thanks to…..NAB Jess Ukotic Cong Cao LouiseLong Nicholas Ramallo AlejandroVajmos The Noun Project AndrewForrester Evan WondolowskiAlexandrei Warnia de zarzecki RomanSokolov, Michael Rowe, Shreya Shakrava,Simon Child, Damian Dab, Daniel Hickey,Luis Henrique Bella Sera, AlejandroGarcia Maya, Bethany LeAnne MarcusWong
  29. 29. Thank youHarriet WakelamTwitter: @hwakelameMail: Harriet.Wakelam@nab.com.auPhone: 61 413 631 662

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