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
Popular model Research Development Service CX UX UI Validation
Improved model Service Design User validation Development & User & Client UX design UI design Delivery research
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
9 : 41 AM 9 : 41 AM Fawateer Payment submitted Favourite billers � Payment submitted BATELCO BHD 32.518 You will receive a payment confirmation Service: prepaid upon completion of processing. Subscribers ID: 123 456 789 Remove biller Edit biller ABC School Ali Express BHD 23.858 Service: kindergarten 954 234 845 Fawateer Service: subscription Subscribers ID: 348 324 563 Kindergarten bill BHD 153.384 Edit biller Remove biller Bill reference: 8574632 Failed to submit BATELCO BHD 21.343 Service: subscription BATELCO Subscribers ID: 767 395 128 Service: prepaid 723 456 789 Remove biller Edit biller Prepaid bill #1 BHD 26.320 BATELCO BHD 14.320 Bill reference: 3423431 Failed to submit Service: subscription Subscribers ID: 348 324 563 Prepaid bill #2 BHD 6.198 Remove biller Edit biller Bill reference: 1249058 Successfully submitted ABC School N/A Service: kindergarten Ali Express Child ID: 123 456 732 Service: subscription 458 575 348
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 Members vs Customers Non-profit “We serve where you serve” Mature in UX and research (for a financial) USA is #1 Credit Card user in the world North America
Objective Better digital services - credit card transactions North America
Discovery Good digital services and highly valued by members Veterans rather talk in person 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 Co-Creation Consistant experience in quality User Centric & Data driven Holistic approach: beyond the project scope 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 Better digital mortgage application Reduce costs of expensive service desk Europe
Discovery Many parties: propects, customers, account managers, sales agents Many requests for similar thing What is the application status? 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
↸ Buying-a-house journey Communication Center Mortgage 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 Holistic: whole journey Outside-In thinking Co-Creating User centric: Control to customer and employee Europe
SGBL Top Bank in Beirut, Lebanon Part of Société Générale Retail & SME portal Traditional regulations Central Bank 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
Objective Become a leader in digital banking in the region 23% 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
Problem e-banking e-banking Public website e- mail portal Bank branch portal Digital Choice for e- Registers e- Receives Login to e- banking banking confirmation banking mail Branch Finalizes registration with signature on paper contract in person Middle East
Solution e-banking e-banking Public website e- mail portal Courier visits portal Digital Choice for e- Registers e- Receives Login to e- banking banking confirmation banking mail Home or work Finalizes subscription on time and date of own with signature choice om loaction and time of own chosing 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
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