Kick off your FXD experience by joining a diverse, brilliant group of thinkers and leaders from across the financial services ecosystem for an intimate and inspiring pre-conference leadership forum. Participants will share and discuss varying perspectives and opinions on current trends and issues designing for financial wellbeing and improving customer experience. By coming together in structured dialog, we can create opportunities to learn from each other and help us lead our organizations to deliver better experiences. The forum is included in your conference registration.

2. Leadership Roundtable
Michael Hawley
Chief Design Officer
mhawley@madpow.net
FXD PRE-CONFERENCE

3. ROUNDTABLE GOALS
1. Deepen Our Understanding
2. Challenge Our Perspectives
3. Inspire Creative Solutions
4. Build Connections

4. PRESENT
Challenges
Concepts
Examples
DISCUSS
Experiences
Ideas
Moving
Forward

5. DISCUSSION STRUCTURE
REACT CONSIDER ENVISION
What is your first
instinct?
Have any prior
experience?
Multiple perspectives: How might we overcome
obstacles?
Examples we can build on?
• Consumer
• Investor
• Product Owner
• Bank, Insurance, FinTech

6. Agenda
1:15 – 2:15
Rotate | Break
2:45 – 3:45
Rotate | Break
4:00 – 5:00
Topic 1: Financial Wellbeing
Topic 2: Design Influence
Topic 3: Strategic Planning

7. What is the Role of Financial
Companies in Designing for
Financial Well-Being?
LEADERSHIP ROUNDTABLE
Amy Bucher, Ph.D.
Mad*Pow
abucher@madpow.net @amybphd

8. - CFSI Report March 2018: Making the Business Case for Financial Health.
“ Focusing an organization on improving
consumer financial health marks a shift in
corporate philosophy – from being in the
financial services business to being in the
financial health business – with the promise of
returns for both customers and shareholders.”

9. Balancing a focus on near-term
success indicators with
long-term efficacy
CHALLENGE #1

10. PARTICIPATION
+
ENGAGEMENT
BEHAVIOR CHANGE EXPOSURE TO RISK
SAVINGS &
INVESTMENTS
RETURN ON
INVESTMENT
RISK BASELINE
Leading Lagging

11. Recognizing the impact of
behavior change approaches
on potential solutions
CHALLENGE #2

12. Approach Guides Intervention Design
ENVIRONMENTAL FACTORS PERSONAL FACTORS
Behavioral
Economics
COM-B Model
Self-
Determination
Theory

13. Approach 1: Behavioral Economics (Nudging)
Imagine a person riding an elephant. Elephants
are hard to steer, and the rider only has so much
power.
The rider = The rational brain (System 2)
It’s thoughtful, and deliberate.
The elephant = The instinctive brain (System 1)
It’s intuitive and impulsive.
Behavioral economics uses tactics that:
• Appeal to the elephant
• Take advantage of the shortcuts the rider takes
• Shape the path of travel

14. Behavioral Economics: Solutions

15. Approach 2: COM-B Model of Behavior Change
Behavior
Motivation
Intrinsic & Extrinsic
Capability
Cognitive & Physical
Opportunity
Social & Environmental

16. Intervention Functions Education Training Persuasion Incentives Coercion Restriction Enablement
Environment
Restructuring
Modeling
COM-B Components
Physical Capability
Psychological Capability
Reflexive Motivation
Automatic Motivation
Social Opportunity
Physical Opportunity

17. COM-B Model of Behavior Change: Solutions
Education + Enablement Modeling + Automatic Motivation

18. Approach 3: Self-Determination Theory of Motivation
“I can make my own
meaningful choices”
“I am learning, growing,
and succeeding.”
“I am part of something bigger
than myself. I belong.”
Autonomy
Competence
Relatedness
Motivation

19. Self-Determination Theory of Motivation: Solutions

20. What is the responsibility of
financial companies in
Financial Health and designing
for Behavior Change?
How do we balance short-term
measurements and long-term
outcomes?
DISCUSSION