Track b 1115_bottorf

Thank you.
Emotional Design and
Complex Systems
Toby Bottorf
Bentley University
October 2013

continuuminnovation.com
@_Continuum
@tobybottorf
© 2013 Continuum LLC | Proprietary & Conﬁdential
© 2013 Continuum LLC

Proprietary & Confidential

Thank you.
Hello.

Toby Bottorf
Bentley University
October 2013

@_Continuum
@tobybottorf


DAILYPUPPY.COM

Let’s talk about feelings.



HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?



HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?
MIGHT

Challenges for Retail Banking
• Trust
• Channel proliferation
• Physical and digital integration
• New business models



THE TROUBLE WITH SYSTEMS

Legal
Healthcare
Financial Systems
Educational
Criminal Justice



THE TROUBLE WITH SYSTEMS

• Opacity
• Access
• Complexity
• Trust



Continuum’s Core

UNDERSTAND PEOPLE



Continuum’s Core

UNDERSTAND EXPERIENCE
UNDERSTAND PEOPLE



TWO PATHS TO THE RIGHT IDEA


Thank you.
USABILITY DETERMINED BY SEQUENCING.

Mortgage disclosure

@_Continuum
@tobybottorf


Overall you just don t interact with
the forms that much; it s a back of
house document trying to become
a front of house document; banks
and lawyers understand it but
regular people don t.
-Ken (Real-estate lawyer)
CONTINUUMINNOVATION.COM | © Continuum LLC. Proprietary & Confidential.


12

THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS



1



1
2



1
2

3



1
4

2

3



1
4

2

3

5



1
4

2

3

6

5



1
4

2

3

6

5

7

8

9


THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS


AND HIGH EMOTIONS


MAKE THE PROCESS EMOTIONALLY USABLE

•  FAMILIAR & SIMPLE LANGUAGE:
Translate units into consumer s mental model.
•  CLEAR & CONSISTENT CONTENT:
Make sure terms mean the same across forms and touchpoints.
•  DATA THAT MATTERS:
Get rid of back of house legacy and leave only added value data.
•  TANGIBILITY:
Use visual cues that are engaging and compelling.


MORTGAGE SHOPPING FORM


Thank you.
CASE STUDY

BBVA: The Customer-centric
Bank

@_Continuum
@tobybottorf


UNDERSTANDING HOW PEOPLE BANK

Challenges for Retail Banking
• Trust
• Channel proliferation
• Physical and digital integration
• New business models



Thank you.
BBVA’S ORIGINAL QUESTION

What will be the branch of
the future?



UNDERSTANDING HOW PEOPLE BANK



MY MONEY VS MY LIFE

VS
v.s
Getting Stuff Done

Financial Well-being

This fundamental separation really drove the rest of
the project. Simple, obvious, YES... but a powerful tool
for design


DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE



CREATING A CONSISTENT USER INTERFACE FOR
A MULTI-CHANNEL SYSTEM
POS

ATM

MOBILE

Agent / Partner

Kiosk, Drive-thru, Easy Bank ATM

Home, On The Go

WEB

TOUCHSCREEN

STAFF IPAD

Home. Easy Bank Cocoon

Well-Being Center

Easy Bank, Well-Being Center



LOLA: ORCHESTRATING THE SERVICE EXPERIENCE



PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS



ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE



Thank you.
CHALLENGES

What’s so hard about
being customer centered?

@_Continuum
@tobybottorf


BANK OF THE FUTURE
THIS IS DISRUPTIVE

Developing a customer-centric strategy
In the past, the bank built its customers’ trust by ensuring them stability and solidity—by promising to stay forever the same
as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that
helps each customer reach his individual goals.



DISRUPTIVE OF STRATEGIC PLANNING

VISION

Forecasting

2009

2011

2015

2023

2060



DISRUPTIVE OF INVESTMENT PRIORITIES
Potential Customers

Current Customers



DISRUPTIVE OF PRODUCT DEVELOPMENT

CUSTOMER
EXPERIENCE
Deliver
BUSINESS
UNITS
Support
and Enable
TECHNOLOGY
&
OPERATIONS
Typical
Project Focus



DISRUPTIVE OF PRODUCT DEVELOPMENT
Continuum’s
Approach

CUSTOMER
EXPERIENCE
Deliver
BUSINESS
UNITS
Support
and Enable
TECHNOLOGY
&
OPERATIONS



DISRUPTIVE OF ORGANIZATIONAL STRUCTURE

Business Structure

Customer Experience



PROTOTYPING THE NEW SERVICE EXPERIENCE

The bank of the future was prototyped in full scale to enable our team and our client to
assess and reﬁne the experience. This included creating experiential models of the physical
touch-points and environments, as well as demonstrations of on-screen interactions.
Role-playing enabled us to pressure test employee interactions and understand how the
new digital tools worked.


SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION

Easy Bank
Pharmacy
POS

Drive
Thru
Home

Small
Shop

Kiosk
Flagship



ENGAGING AND ALIGNING THE ORGANIZATION



Thank you.
FINANCIAL SERVICES

Usability, utility and ﬁt

@_Continuum
@tobybottorf


UX DESIGN AND SERVICE DESIGN

UX DESIGN

SERVICE DESIGN



NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”



NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”
Customer

Agent



MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT
Story Three: An Unhappy Customer

47

Hello, yes, I’m calling to protest some bogus charges,
and to end my account with you.

As a customer I need to be able to easily connect with a call center agent that has the power to help
me, so my issues can be resolved.
As a call center agent I need to be able to retain customers that are very upset by oﬀering them
incentives, so we don’t lose them as customers.



Thank you.
Thank You
@_Continuum
@tobybottorf

@_Continuum
@tobybottorf


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