SlideShare a Scribd company logo
UX SG Conference
June 27-28, 2013
Bojan Blecic
VP and Head Experience Design 

OCBC Bank, Singapore
The Power 
of Design
Undifferentiated
Comparable
Easily replicable
Why Design?
VSDesign approach Business approach
Words, NumbersPictures
Focus on resultsFocus on process
Doing Planning
DefinitiveUncertain, iterative
Evolutive, continuous Completed
Card top up at ATM
Before After
Insurance form
Before After
Example project
GCFS/GCADDecember2011Co.Reg.No:193200032W
Services for Online Banking
You can apply instantly at any OCBC ATMs or visit www.ocbc.com/login.All information are mandatory unless stated.
For bank’s use
Name
Mailing address
Your details
NRIC / Passport number
Mobile numberEmail address
As per NRIC / Passport
1
+( )
Verified by Date
$20 replacement fee will be debited from this account number
Re-issue my
internet banking PIN
Your new internet
banking PIN will be sent
to you within 5 working
days upon submission of
this form.
Your choice will be
activated within 3
working days upon
submission of this form.
Your internet banking
account will be
terminated within 3
working days upon
submission of this form.
Changes will be
made within 3
business days
upon submission
of this form.
Your replacement hardware token will sent to your
mailing address above within 5 working days upon
submission of this form.
Link / unlink accounts from my internet banking Terminate
my internet banking
Re-issue my
hardware token
Add / remove option to
send code to my mobile
via SMS
Update my mobile
number as above
Link
Link
Link
Unlink
Unlink
Unlink
Account number
Account number
Account number
What services do you require?2
Terms and conditions agreement
What to do next
5
6
I agree to abid and be bound by the Terms and Conditions
Governing Electronic Banking Services, which I have read and
any amendments, alterations and additions thereto as may be
from time to time be made.
I consent to disclosures as provided therein and agree that all
payments be debited to my accounts with you.
Send the completed form to OCBC Bank, Account Services,
Bras Basah Post Office, Locked Bag Service No. 8, S911886
Bring your completed form and NRIC /
passport in person to any OCBC branch.
If you mail in, confirmation letters will be sent to your
old and new addresses (except Treasury Products).
If thumbprint is used instead of signature,
please visit any OCBC Branch to update.
Authorised signature
Visit branch
Send by mail
Date
/ /
DD / MM / YY
OR
Old form New form
409forms/month
with errors
22%
Error rate
1%
Error rate
13forms/month 

with errors
Old form New form
Old page New page
600
From 20,000 pages to
Fix the
problem
Understand
the problem
Verify the
effectiveness
of the fix
Understand the problem
• Get the big picture
• Draw the situation (make the problem visible)
• Ask "why"?
• Agree on the problem
Fix the problem
• Explore different options
• Ask "why not"?
• Prototype and refine
Verify the effectiveness
• Put in front of customers
• Collect feedback
• Improve
The iterative process
Understand
Verify
Fix
Option A Correspondence
Don't understand
or are unsure
about what to do
4 out of 8customers
Option E Correspondence
We have saved
$ 28
8 out of 8 know what to do
The cost of confusion?
1.2 Mcustomers
The cost of reputation ?
Don't beautify.
Find pain points and
fix them
Design is a
problem solving tool
Thank You
Bojan Blecic
VP and Head Experience Design

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UXSG#5 Keynote Presentation

  • 1. UX SG Conference June 27-28, 2013 Bojan Blecic VP and Head Experience Design OCBC Bank, Singapore The Power of Design
  • 2.
  • 4. VSDesign approach Business approach Words, NumbersPictures Focus on resultsFocus on process Doing Planning DefinitiveUncertain, iterative Evolutive, continuous Completed
  • 5. Card top up at ATM Before After
  • 8. GCFS/GCADDecember2011Co.Reg.No:193200032W Services for Online Banking You can apply instantly at any OCBC ATMs or visit www.ocbc.com/login.All information are mandatory unless stated. For bank’s use Name Mailing address Your details NRIC / Passport number Mobile numberEmail address As per NRIC / Passport 1 +( ) Verified by Date $20 replacement fee will be debited from this account number Re-issue my internet banking PIN Your new internet banking PIN will be sent to you within 5 working days upon submission of this form. Your choice will be activated within 3 working days upon submission of this form. Your internet banking account will be terminated within 3 working days upon submission of this form. Changes will be made within 3 business days upon submission of this form. Your replacement hardware token will sent to your mailing address above within 5 working days upon submission of this form. Link / unlink accounts from my internet banking Terminate my internet banking Re-issue my hardware token Add / remove option to send code to my mobile via SMS Update my mobile number as above Link Link Link Unlink Unlink Unlink Account number Account number Account number What services do you require?2 Terms and conditions agreement What to do next 5 6 I agree to abid and be bound by the Terms and Conditions Governing Electronic Banking Services, which I have read and any amendments, alterations and additions thereto as may be from time to time be made. I consent to disclosures as provided therein and agree that all payments be debited to my accounts with you. Send the completed form to OCBC Bank, Account Services, Bras Basah Post Office, Locked Bag Service No. 8, S911886 Bring your completed form and NRIC / passport in person to any OCBC branch. If you mail in, confirmation letters will be sent to your old and new addresses (except Treasury Products). If thumbprint is used instead of signature, please visit any OCBC Branch to update. Authorised signature Visit branch Send by mail Date / / DD / MM / YY OR Old form New form
  • 9. 409forms/month with errors 22% Error rate 1% Error rate 13forms/month with errors Old form New form
  • 10. Old page New page
  • 12.
  • 13. Fix the problem Understand the problem Verify the effectiveness of the fix
  • 14. Understand the problem • Get the big picture • Draw the situation (make the problem visible) • Ask "why"? • Agree on the problem
  • 15.
  • 16.
  • 17. Fix the problem • Explore different options • Ask "why not"? • Prototype and refine
  • 18.
  • 19.
  • 20. Verify the effectiveness • Put in front of customers • Collect feedback • Improve
  • 21.
  • 22.
  • 25. Don't understand or are unsure about what to do 4 out of 8customers
  • 27. We have saved $ 28 8 out of 8 know what to do
  • 28. The cost of confusion? 1.2 Mcustomers
  • 29. The cost of reputation ?
  • 30. Don't beautify. Find pain points and fix them
  • 31. Design is a problem solving tool
  • 32. Thank You Bojan Blecic VP and Head Experience Design