Watch the video of this talk here: http://ow.ly/DJArt Other SDGC14 talks (videos, slide-decks, sketch-notes etc.): http://ow.ly/DJvLJ Fred Leichter from Fidelity Investments After 23 years as a designer at Fidelity Investments in Boston, Fred Leichter spent the last year as a Fellow at the Stanford University d.school immersing himself in Design Thinking and working on developing projects to meet the needs of our increasingly aging society.

1. SERVICE DESIGN GLOBAL CONFERENCE
October 2014 | Stockholm
how to establish
service design as
a driver for business
Fred Leichter

3. Empathy for an aging world
Fred Leichter
Chief Customer Experience Officer
Fidelity Investments!
Service Design Network Conference
Stockholm, October 2014

6. Fidelity.com 1997

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9. Fidelity.com today

14. For kids, physical feedback is a fun and important part of saving!
Kids like the heft of a coin, the ownership of a bank book, the
personality of the piggy bank.

18. Principles

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37. “401k of the future” Point of Views
40s married couple from different backgrounds
NEEDS a way to just be able to talk about their end of
life plan
!.but there is always something more important
today and they are not going to die tomorrow. But, if
they never talk they certainly won’t act.
!!

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45. Successful Service Design in a Corporate World
• Teach people to listen
• Find Analogs
• Use data to raise questions
• Lead by example – be a student

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