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Human psychology in digital world
Margus Simson
margus@simson.cc
About me
• CDO of Luminor
• 17 years of e-services
• Translator between business and IT
• World Cleanup Day, me2
• Fintech companies are challenging banks status quo in financial sector
• Over the top services have reduced traditional telco’s relevance
• You don’t have to own physical network to be service provider
• Services are offered globally
TodayUtilities are struggling to stay relevant
• No effort and interest towards technology
• Time is the most valuable asset
• Looking for value in „the noise“
• „It just works“ has become tremendously important
• Expectations grow faster than companies can deliver
Customer has changed
New tech is pushing the limits
• AI, machine learning
• BI
• Bots
• Speech
• AR (VR)
• Big data
• Service loses its interface
• Business-IT interface design is replaced by human-IT interface design
• Understanding user psychology, dreams and fears
Why do we still need other people?
To feel secure.
How customer can manage?
Simple language
Minimal effort
No doubts
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
I
Primary
product
information,
first
functionalities
II
Primary
agreements,
mass
transactions,
thorough
product
information
III
Two side
communication,
sales of simple
products,
segmentation,
simple marketing
IV
Full marketing,
sales and
transaction channel.
Personalized
marketing, strong
segmentation
V
Out of own
environment, two sided
communication,
service, advice,
marketing and sales
channel. Primary
channel for customer-
company relationship.
Mobile.
VI
Zero-click, fully
automated and
personalized e-services.
Service design is online
first. One platform,
infinite number of
devices and screen
sizes. Completely
changed business
models. Social.
Development of e-services
In what stage is the digital solution?
How is it done?
95% in the background
Business analysis, business strategy,
service design, business intelligence
5%front-end
design
Thank you.
Margus Simsonmargus@simson.cc
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