Service Design in Fintech By Chris Constandse & Mark Wittkampf - - PowerPoint PPT Presentation

Service Design in Fintech

By Chris Constandse & Mark Wittkampf

About Chris Constandse

International UX Consultant at Backbase 9 years of UX and UI design experience Driven by creative problem solving Love for human-centered design

About Mark Wittkampf

Team Lead & Principal Designer at Backbase 25+ Projects in 20+ Countries Global product vs Regional projects Interested & Friendly (+ Thor Look-a-like)

The definition of Service Design

Our description of Service Design in one paragraph

Service Design is applying an end-to-end design solution to a product, department or company, where design plays a critical role in all steps of the journey, from establishing the problem to creating customer loyalty and increased revenue.

Popular vs Improved model

How the service design model evolved over time

UI UX CX Service

Popular model

Research Development Validation

User validation User & Client research UX design UI design Development & Delivery Service Design

Improved model

Diving into the details

Our challenges of service design per journey

User & Client research

Traditional thinking & hierarchy Outside-in thinking Strategy documentation Financial archetypes

The care taker

The pleasure seeker

User Experience design

Cultural & country specifics Feature relevance Journey mapping Subject matter expert feedback loop

Payment submitted

Payment submitted

• ABC School

Fawateer

Fawateer

User Interface design

Global branding Smart design system Flexibility Export

Development & Delivery

Support & Clarification Variables & HEX codes Consistency Clean delivery

Our case studies

How we apply service design to our clients & projects

Regions

North America Europe Middle East

Navy Federal Credit Union

USA is #1 Credit Card user in the world Members vs Customers Non-profit “We serve where you serve” Mature in UX and research (for a financial) North America

Objective

Better digital services - credit card transactions North America

Discovery

Veterans rather talk in person Good digital services and highly valued by members Personal service was not up to digital standards Not within our scope North America

North America

Solution

Personal service prio 1 Appointment services Online branch waiting times updates Service screens for support in branches North America

Value of Service Design Value of Service Design

Consistant experience in quality User Centric & Data driven Holistic approach: beyond the project scope Co-Creation North America

BKS Bank BKS Bank

Traditional Austrian Bank Medium tech mature company Low maturity agile & design thinking Europe

Who ever bought a house?

Objective

Europe Reduce costs of expensive service desk Better digital mortgage application

Discovery

Many parties: propects, customers, account managers, sales agents What is the application status? Many requests for similar thing Lots of questions to service desk on application status and documents Europe

Applying for mortgage

Europe

Buying-a-house journey Europe

Buying-a-house journey Mortgage Europe

Mortgage

Communication Center

↸ Buying-a-house journey Europe

Solution

Digital Communication Centre Transparency: 24/7 status updates Clear and easy: Tracking next steps + uploading documents Bonus: Documentation stored in secure environment Europe

Value of Service Design Value of Service Design

User centric: Control to customer and employee Holistic: whole journey Outside-In thinking Co-Creating Europe

Top Bank in Beirut, Lebanon Part of Société Générale Retail & SME portal Traditional regulations Central Bank

SGBL

Middle East

Raise your hand if you don’t have your banking app in your pocket

Middle East

Objective

2016 - Become a leader in digital banking in the region Middle East

23%

Objective

Become a leader in digital banking in the region

customers were registered for online banking

Middle East

Discovery

Broken experience - onboarding to online banking Traditional over Progressive - Central Bank regulations Project team accepted the situation Middle East

Choice for e- banking Registers e- banking Receives confirmation mail Finalizes registration with signature

• n paper

contract in person Login to e- banking Public website e-banking portal e- mail Bank branch e-banking portal

Problem

Digital Branch Middle East

Choice for e- banking Registers e- banking Receives confirmation mail Finalizes subscription with signature

• m loaction

and time of

• wn chosing

Login to e- banking Public website e-banking portal e- mail Courier visits e-banking portal

Digital Home or work

• n time and date of own

choice

Solution

Middle East

Value of Service Design

Holistic approach: Beyond digital Coherent experience online and offline WOW experience - Differentiate with competition Control to the customer - Customer loyalty Middle East

Take aways

Different regions require very different solutions Service design in Global Fintech is still very much about the physical world Most pressing problems are often not captured in project scope Human-centered Thinking is our first priority