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October 2018
BBVA Digital TransformationA successful 4-year journey
BBVA Digital Transformation / 2
01OVERVIEW
BBVA
Is a worldwide bank
operating in more
than 30 countries
BBVA around the world
BBVA Digital Transformation / 5
02BEGINNINGS
BBVA
Detected a customer
behavior change in early
2010’s and decided to
address a digital
transformation
Post-crisis banking changes
Increased supervision
New structures and merging
New regulatory requirements
New players
Startups and fintech
New business models: big
players
New technologies
Connected mobile devices
overpassed world population in
2014
10x mobile data from 2014 to
2019
By 2019 >50% mobile devices
will be “smart”
Customer behavior
Back in 2014, we’ve detected some indicators
Branch activity was decreasing firmly
At the same time, mobile interactions
started to grow significantly
Digital sales, became a remarkable
part of total sales
Path
BBVA has to
- Move the bank to the
smartphones
- Be where its customers
are
- Lever on digitization
- Look into the big digital
ones
So we decided to change the way we did the things
• We started using agile methodology placing together
Business Units, CX/UX experts, designers, analysts, scrum
masters, developers & technical teams
• We even moved the team to a new building, isolating
(“Isla”) the agile practise from the rest of the teams
• We virtually founded an fintech within the bank
• We’ve got the expertise from the best worldwide masters
By defining four simple principles
• MooM: We realized that the Smartphone has to be the remote control
• New digital products: We created different products for different strategies.
• New distribution model: We changed relationship model, roles, actions in the branches
• New digital sales: We designed a new digital marketing strategy
5 3-week sprints per PIFour PI per year
• We’d got some initial problems, solved with some generosity, common
sense, professionalism and motivation. There was no difference between
technology, business line and design teams.
• We achieved the transition from a waterfall to an agile methodology,
starting the BBVA Digital Factory
• In the first stages our Digital Transformation was structured in 10
Programs and 10 scrums, after some months we scaled up to +50 scrums
• Surprisingly, we quickly started to get some great results.
The digital factory started to run
BBVA Digital Transformation / 16
03CURRENT SITUATION
So BBVA decided…
“To bring the age of opportunity
to everyone”
Helping people to take their
best financial decisions
This is the new…
BBVA Agile methodology expansion scope
In the early stages our Digital
Bank (Spain only) was
structured in 10 Programs
and 10 scrums, after some
months we scale up to 36
scrums, in BBVA Digital bank
Currently our Spain’s Single
Digital Agenda (only retail
banking), is structured in 106
(x10) initiatives and 172 teams,
showing the great engagement
with road to Agile
We’ve decided to expand de agile organization
After first results BBVA decided to
expand agile organization to the
entire company. Worldwide.
Currently the agile expansion is
reaching all areas and all countries,
with no exception
Digital transformation to Agile is been
adapted to help in every discipline.
Training is key stone to achieve the
required transformation
01
02
03
Wealth
management
Commercial
Banking
Retail banking
Corporate
Investment
Banking
Holding
units
Agile expansion
04
We also changed the way we do the things
Amazing “I love when BBVA shows me what I don’t expect”
Lean principles to help us to keep the right path
Transparent “Everything is easy to understand”
Convenient “All is automatic. Like magic”
Enablers “I feel I’m making my best decisions”
We eventually have changed our internal values
BBVA Digital Transformation / 23
04RESULTS
Digital transformation…
Is working at full speed. We put
3 new features and 10
refinements in the market.
Is now a real sales enabler:
We’re selling 12 million units
through digital channels
worldwide
Monthly
BBVA Spain digital statistics (Jul ‘18)Channel use BBVA Spain 12 month
BBVA Spain main digital achievements
Remote
signature
Bizum
New
app
Remote
appointment
PFM
Selfie
Forrester
#1
92%
DIY
BBVA
Invest
*4.5*
Market
BBVA worldwide digital sales (Jul ‘18) (1/2)
BBVA worldwide digital sales (Jul ‘18) (2/2)
Web & Mobile is +50% selling
channel.
Consistently distribution and
evolution between channels
01
02
BBVA NPS digital results
Spain only
Peer
1
Peer
2
Peer
3Peer
4
Peer
5
Peer
6
Peer
7
Best historic results in client
promotion.
Think of correlation between
Digital transformation and
leadership
01
02
Mobile banking
BBVA NPS digital results
Spain only
Youngest segment, shows a remarkable
promotion of our digital experience01
BBVA NPS digital results
Spain only
Mobile banking use Mobile banking use
Reviews Transacts Contracts Reviews Transacts Contracts
NPS Mobile NPS BBVA
BBVA worldwide digital sales increase
Non-Digital85%
Digital15%
2016
Non-Digital78%
Digital22%
2017
Non-Digital59%
Digital42%
2018
Spain only, Jan-Jul
BBVA Digital Transformation / 33
05WHAT’S NEXT
Digital transformation…
We put the technology to
better-serve our customers
We look at open markets as a
potential opportunity
Push digital DIY to the last
consequences
Smart Interactions and open-markets
Helping our customers to make their lives easy
Financial
health
Self-driven
bankSmart events
Smart
assistant
My retirement
3rd party aggregation
My everyday life
Life Goals
Valora
Home center
Baby planner
Follow up
BBVA helps me to
solve day-2-day
financial issues
automatically
Push notifications
with proposed actions
included
Amazon Alexa®,
Google Home® and
others are going
help me to interact
with BBVA
Open markets
Sell our digital
product to non-
customers through
an amazing
experience
Our achievements in a nutshell
BBVA Digital Transformation / 37
06USING DIGITAL TRANSFORMATION
FOR ENABLING
We detected issues…
User feedback
Quality assurance
IT
So we decided address a pilot
• Focus in one single funcionality
• Take advantage of BBVA Architectures
• Development made simple
• Low cost
But we’d several issues
Our ATM usually don’t have
required hardware.
Having a huge network, big
costs, with heavy maintenance
Smartphone is the new blind
cane
01
02
03
BBVA solution for this
To communicate
ATM and the smartphone
Challenge: The communication
between two such different channels.
Communicate tradition and innovation
Great results in less than one minute
Great media impact too
Simultaneously we’ve improved our app and web
+ 75% of our transactions are
currently full accessible in our
BBVA App.
We’ve deployed a dedicated
team to improve this in our
next releases
BBVA has a clear commitment
with our customers to put the
technology to better serve them.
All of them
BBVA Digital Transformation / 45
07CONCLUSION
“What got us here
won’t get us there”Marshall Goldsmith
