Brian Farrell (Speaker) Executive Creative Director, BBVA As we continue to strive for seamless, innovative experiences, it is critical to understand context and culture to find the right balance between visible and invisible. Through the payments projects we are exploring and testing at BBVA, we have a unique opportunity to consider global user data that influences how we create products that push towards a new future without sacrificing current user needs or behaviours. Through this talk, I hope to get the audience thinking about these questions: Are we creating a false perception of financial freedom if we remove all the pain out of paying? How do we maintain important cultural moments of trust and relationship building within more seamless experiences? How do we responsibly apply friction?

1. The balance
between visible
and
Brian Farrell, Executive Creative Director BBVA
invisible

2. How do we responsibly innovate towards a new future
without sacrificing current user needs?

6. Physical fights back. The time has come to blend
the digital with the physical.
2018 Fjord Trends

9. A new, invisible
future

12. 44% of Amazon Prime users in Europe and the USA
currently or are thinking about using Voice to buy a product
The Future Shopper, Wunderman Thompson Commerce 2019

13. 47% are enthusiastic about a world
without cash
The Future Shopper, Wunderman Thompson Commerce 2019

14. 39% are enthusiastic about the possibility of stores
without checkout registers
The Future Shopper, Wunderman Thompson Commerce 2019

15. 5x increase in two years of people interested in
subscription-based commerce experience (10% to 57%)
The Future Shopper, Wunderman Thompson Commerce 2019

16. Years to get to 50 million users
28 years
18 years
12 years
10 years (40 million users 2019)
5 years (252 million users 2019)
2 years (PayPal One Touch)
YEARS 5 10 15 20 25 30

17. Current user needs
and behaviours

18. 67
81
57
40
Power
Distance
13
30
51
91
Individualism
64
69
42
62
Masculinity
80 82
86
46
Uncertainty
Avoidance
13
24
48
26
Long-term
Orientation
83
97
44
68
Indulgence
Colombia Mexico Spain United States
Hofstede Insights, 2017

19. 67
81
57
40
Power
Distance
13
30
51
91
Individualism
64
69
42
62
Masculinity
80 82
86
46
Uncertainty
Avoidance
13
24
48
26
Long-term
Orientation
83
97
44
68
Indulgence
Colombia Mexico Spain United States
Hofstede Insights, 2017

20. 67
81
57
40
Power
Distance
13
30
51
91
Individualism
64
69
42
62
Masculinity
80 82
86
46
Uncertainty
Avoidance
13
24
48
26
Long-term
Orientation
83
97
44
68
Indulgence
Colombia Mexico Spain United States

22. Are we contributing to a false perception of financial
freedom by removing all the pain out of paying?

23. 67
81
57
40
Power
Distance
13
30
51
91
Individualism
64
69
42
62
Masculinity
80 82
86
46
Uncertainty
Avoidance
13
24
48
26
Long-term
Orientation
83
97
44
68
Indulgence
Colombia Mexico Spain United States

26. Automation
Trust

27. Automation
Trust
Receive notification
NOW
You normally transfer 230€ to
account 1234 on the 15th of the
month
View balance

28. NOW
Automation
Trust
Receive notification Request execution
You normally transfer 230€ to
account 1234 on the 15th of the
month
Make transfer now
NOW
You normally transfer 230€ to
account 1234 on the 15th of the
month
View balance

29. NOW
Automation
Trust
Receive notification Request execution Full automation
You normally transfer 230€ to
account 1234 on the 15th of the
month
Make transfer now
NOW
You normally transfer 230€ to
account 1234 on the 15th of the
month
View balance
NOW
You normally transfer 230€ to
account 1234 on the 15th of the
month
Automate this transfer

30. Cash remains the most
important payment method
in LatAm

31. How do we maintain important moments of trust and
relationship building within more seamless experiences?

32. 55% of people say that ethics and morals of a company
are important in their decision to buy

38. How do we responsibly apply friction?

39. The chance to be a part of this happens briefly.“
Burgs

40. The chance to be a part of this happens briefly.
The invitation is not to show how inventive or
imaginative you are, but how much you can notice
what you are already apart of. ”
“
Burgs

41. Thanks for having me! Design at BBVA