Service design and obsession for UX can help banks embrace the digital challenge in an increasing competitive environment. Snapshots from a work in progress.

1. FINANCIAL E-MARKETING FORUM
Amsterdam, September 2013
Paolo Barbesino
Bank Austria Unicredit Group
First VP, Internet & Mobile Banking CEE Retail
CAN AN ELEPHANT FLY?
How to transform a traditional organization and
embrace the digital challenge

2. 1
BRANCH BANKING IS NOT
A DESIRABLE EXPERIENCE

3. 2
IS THE ON-SCREEN BANKING
EXPERIENCE ANY BETTER?

4. 3

5. WITHOUT A SERIOUS UPGRADE OF THE ON-SCREEN FRANCHISE BANKS
WON‘T SUCEEED IN THE NEW DISTRIBUTION MIX
Source: CEE Retail elaborations based on BCG, Oliver Wyman, Mckinsey & Co, CEE internal data
- Branch
- Contact
center
- MSF
- ATM
- PC
- Smart
phone
- Tablet
ATTRACT ENGAGE ACQUIRE TRANSACT X/UP-SELL RETAIN
AS IS
lowest relevance
highest relevance
ON-SCREENPERSONAL
Distribution mix across personal & on-screen channels
TO BE
ATTRACT ENGAGE ACQUIRE TRANSACT X/UP-SELL RETAIN
A HUGE DIFFERENCE REMAINS
BETWEEN THE 65% OF AVERAGE
DAILY INTERNET USERS AND THE 25%
OF ONLINE BANKING USERS
ON-SCREEN INTERACTIONS ARE SET
TO GROW THEIR IMPORTANCE ALONG
THE WHOLE CUSTOMER JOURNEY
FROM TRANSACTIONS TO SALES AND
RELATIONSHIP MANAGEMENT

6. 5
IS DESIGNING THE ON-SCREEN EXPERIENCE
AN ORDINARY BUSINESS FOR BANKS?

7. INTERNET IS MUCH MORE THAN A
BANKING CHANNEL
Expectations
about what users
will find on
banking websites
are set by the
remaining 99%
Users attention
is a scarce
resource for
banks
less than
of online time is
spent on banking
websites
1%
Source: The Nielsen Company, 2011

8. DESIGNING THE NEW UX IS MUCH MORE THAN PUTTING THINGS ON A
SCREEN…

9. … IT’S MAKING AN ORGANIZATION WORK ACROSS BOUNDARIES
I&C: Identity & Communication
Brand Management
Business Central
Business + I&C
Business Central
Business + I&C + Legal
Business Central
Business Central & Local
Business Central + IT
Business Central + IT
Business Central + IT
Business Central + IT

10. FOUR ARE THE TARGETS TO ACHIEVE IN THIS ORGANIZATIONAL
EFFORT
1 THINK ECOSYSTEM, NOT SILOSES

11. CUSTOMERS DO NOT THINK CHANNELS, THEY ONLY SEE SCREENS
MOBILE
PUBLIC
WEBSITE
INTERNET
BANKING
AS IS direct channels UX
ON-SCREEEN
EXPERIENCE
TO BE on-screen UX

12. A SEAMLESS USER EXPERIENCE IS ABOUT WHAT THE USER DOES
ACROSS DIFFERENT SCREENS
11
Contextual &
shelf selling
Branch 2.0
Profile
management
•Security
management
•Application
tracking
•Customer
profile
Notification
center
Product
management
(accounts,
assets &
liabilities)
Payments
Financial
coaching
(PFM tools)
Public
Soft Login
(username + password)
Solid Login
(OTP, Mobile TAN)
Channel intelligence
Targeting engine
Experience streams: aligning user experience to web 2.0 best
practices both within and without the industry
Functional streams: rearranging & redesigning existing core
banking functionalities, and providing additional intelligence to
customersMOBILE
FIRST

13. Mobile App for Smart
phones & Tablets
Internet Banking
Redesign+
Earned Media
Franchises
Public Site
Framework
THE ON-SCREEN ECO-SYSTEM REQUIRES STRONG OFF-SCREEN
FOUNDATIONS
These initiatives are not a point of
arrival, rather they represent the
starting point to keep up with both
competition and growing user
expectations in a fast
changing, technology driven
environment

14. FOUR ARE THE TARGETS TO ACHIEVE IN THIS ORGANIZATIONAL
EFFORT
1 THINK ECOSYSTEM, NOT SILOSES
2 DESIGN END-TO-END EXPERIENCES

15. DESIGNING THE ON-SCREEN BANKING EXPERIENCE SHOULD COVER
BOTH EARNED (SOCIAL) AND OWNED MEDIA

16. THE INTERACTION BETWEEN EARNED AND OWNED MEDIA
SHOULD BE ATTENTIVELY DESIGNED IF CUSTOMER
SATISFACTION IS TO BE ATTAINED

17. FOUR ARE THE TARGETS TO ACHIEVE IN THIS ORGANIZATIONAL
EFFORT
1 THINK ECOSYSTEM, NOT SILOSES
2 DESIGN END-TO-END EXPERIENCES
3 LET CUSTOMERS BUY, NEVER PUSH SALES

18. AN ENGAGING INTERACTION WITH RETAIL PRODUCTS IS KEY TO
INCREASE CUSTOMER’S SHOPPING CONFIDENCE
• Familiarize with product
features
• Customize according to
specific needs, exploring
different product
configurations
• Compare with other
products in the same
category
• Aquire all that is needed to make
an informed decision
• Request additional bank staff
support
• Make an informed decision in the
due time
• Buy the product online or opt
for offline purchase at the
earliest convenience
ENGAGE
CONSIDER
BUY

19. FOUR ARE THE TARGETS TO ACHIEVE IN THIS ORGANIZATIONAL
EFFORT
1 THINK ECOSYSTEM, NOT SILOSES
2 DESIGN END-TO-END EXPERIENCES
3 LET CUSTOMERS BUY, NEVER PUSH SALES
4 DESIGN EXPERIENCES THAT USERS MAY DESIRE

20. USERS, NOT BANKERS, SHOULD FIND USING THE SERVICE DESIRABLE
19
how easy it is to
interact with the
service
how pleasurable
the interaction is
at the emotional
level
what the service
does, or offers to
customer, at a
functional level

21. • manage exceptions, not be overwhelmed
by them
• get rid of functionalities that appeal to
bankers but customers barely use, add
functionalities that users miss
• rearrange and prioritize functionalities
according to user’s expectations
• simplify overall navigation
• streamline processes and reduce clicks
• provide additional tools to help customers
manage their money
• create context for commercial CTAs
• always offer remote interaction with staff
• use natural language, avoid banking
jargon
• steal as much as you can from the best
on-screen experiences
FINANCIALLY EMPOWERING CUSTOMERS SHOULD BE THE TARGET
OF A DESIRABLE ON-SCREEN BANKING EXPERIENCE

22. 21
“WHEN I GO ONLINE
I DON’T WANT JUST TO SEE MY ACCOUNT.
I WANT TO ENTER MY BANK.”

24. MOVING FROM AN OLD TO A NEW GENERATION MOBILE APP
REQUIRES …

25. 24
SIMPLIFYING OVERALL NAVIGATION

26. 25
ADOPTING CONSISTENT
INTERACTION PATTERNS…

27. AND HARMONIZING THEM

28. UNTIL EVERYTHING RUNS SMOOTHLY INCLUDING DETAILS
27

29. 28

30. FROM MENU NAVIGATION …

31. …TO STORYTELLING

32. FROM PRODUCT …

33. … TO NEED DRIVEN INFORMATION ARCHITECTURE

34. GOALS ARE A WAY TO HELP CUSTOMERS MATCH THE NEED WITH
THE BEST PRODUCT…

35. … TRANSLATING BANKING JARGON INTO NATURAL LANGUANGE

36. FROM LOADS OF INFORMATION ON THE HOMEPAGE…

37. … TO IMMERSIVE PICTURES THAT SAY MORE THAN WORDS

38. FROM IMPORTANT FEATURES ONLY AVAILABLE EVERY NOW AND
THEN...

39. TO CENTERS WHERE THE MOST IMPORTANT FEATURES ARE
ALWAYS AT HAND

40. LONG LISTS OF PRODUCTS…

41. ... TURNED INTO NATURAL LANGUAGE CALCULATORS

42. … AND COMPARISON TOOLS

43. LENGHTY PRODUCT COPY…

44. … TURNED INTO PRECISE AND VISUALLY APPEALING DESCRIPTIONS

45. … WRITTEN FOLLOWING STRICT GUIDELINES
•Product Tagline
•Benefits for the customer
•Indication of the best target customer
•Clear indication of total cost for customer
•No hidden small-prints
•Access to comparison through interactive
tools (wizard, calculator, comparison table)
•Product sheet and Terms & Conditions
available for download as branded PDF
•Clear CTA
•If caveats apply, clearly stated and very
visible:
•If lending product, clear indication of
average time to money.
•If application requires additional
documents, To-do list for download as
branded PDF.

46. … USING NATURAL LANGUAGE, AND AVOIDING BANKING JARGON
In lieu of
—> Instead of
Opt
—> Choose
Proceding
—> Previous
Last day of preceding month
—> Last day of previous month
Fulfill your needs
—> Meet your needs
Purchase
—> Buy
Country of residence
—> Where you live in
You may be required to provide…
—> We may ask you to provide…
We will assist you
—> We will help you
Submit your application
—> Send your application
The original investment will be returned
—> We will return your original investment
Remittance
—> Payment
Notify
—> Tell us
Prevailing exchange rate
—> Exchange rate at the time
Surrender value payable
—> Amount you get back
Source: http://speakhuman.tumblr.com/

47. 46
THANK YOU!