Track b 1115_bottorf

© 2013 Continuum LLC Proprietary & Confidential

Thank you.

continuuminnovation.com @_Continuum @tobybottorf

Emotional Design and Complex Systems

© 2013 Continuum LLC | Proprietary & Confidential

Toby Bottorf Bentley University October 2013


Thank you.


Hello.


Toby Bottorf Bentley University October 2013


Let’s talk about feelings.


DAILYPUPPY.COM


HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS?



HOW DO PEOPLE FEEL ABOUT FINANCIAL SYSTEMS? MIGHT


Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models


THE TROUBLE WITH SYSTEMS


Systems

Legal Healthcare

Financial Educational

Criminal Justice


THE TROUBLE WITH SYSTEMS


• Opacity • Access • Complexity • Trust


UNDERSTAND PEOPLEContinuum’s Core


UNDERSTAND PEOPLEContinuum’s Core

UNDERSTAND EXPERIENCEContinuum’s Core

TWO PATHS TO THE RIGHT IDEA



Thank you.


USABILITY DETERMINED BY SEQUENCING.

Mortgage disclosure


© 2013 Continuum LLC Proprietary & Confidential CONTINUUMINNOVATION.COM | © Continuum LLC. Proprietary & Confidential. 12

“Overall you just don’t interact with the forms that much; it’s a back of house document trying to become a front of house document; banks and lawyers understand it but regular people don’t.” -Ken (Real-estate lawyer)

THE EXPERIENCE IS A SET OF (COMPLICATED) STEPS




1



1

2



1

2 3



1

2 3 4



1

2 3 4 5



1

2 3 4 5 6



1

2 3 4 5 6 7 9 8

THEN YOU ADD A LAYER OF HUMAN RELATIONSHIPS


AND HIGH EMOTIONS


MAKE THE PROCESS EMOTIONALLY USABLE


•  FAMILIAR & SIMPLE LANGUAGE: Translate units into consumer’s mental model.

•  CLEAR & CONSISTENT CONTENT:

Make sure terms mean the same across forms and touchpoints. •  DATA THAT MATTERS:

Get rid of back of house legacy and leave only added value data. •  TANGIBILITY:

Use visual cues that are engaging and compelling.

MORTGAGE SHOPPING FORM



Thank you.


CASE STUDY

BBVA: The Customer-centric Bank



UNDERSTANDING HOW PEOPLE BANK


Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models


Thank you.


BBVA’S ORIGINAL QUESTION

What will be the branch of the future?


UNDERSTANDING HOW PEOPLE BANK





MY MONEY VS MY LIFE


This fundamental separation really drove the rest of the project. Simple, obvious, YES... but a powerful tool for design

Financial Well-beingGetting Stuff Done

v.sVS


DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE



DESIGNING MULTI-TOUCHPOINT SYSTEM ARCHITECTURE

© 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC | Proprietary & Confidential


CREATING A CONSISTENT USER INTERFACE FOR A MULTI-CHANNEL SYSTEM


POSAgent / Partner

ATMKiosk, Drive-thru, Easy Bank ATM

MOBILEHome, On The Go

WEBHome. Easy Bank Cocoon

TOUCHSCREENWell-Being Center

STAFF IPADEasy Bank, Well-Being Center


LOLA: ORCHESTRATING THE SERVICE EXPERIENCE



PROTOTYPES OF THE EXPERIENCE: SPACES, SERVICES, INTERACTIONS


© 2013 Continuum LLC Proprietary & Confidential © 2013 Continuum LLC | Proprietary & Confidential


ITERATIVE PROTOTYPING OF THE NEW BANKING EXPERIENCE



Thank you.



CHALLENGES

What’s so hard about being customer centered?



Developing a customer-centric strategy In the past, the bank built its customers’ trust by ensuring them stability and solidity—by promising to stay forever the same as it always had been. In a world where the customer has taken control, the bank of the future must become the guide that helps each customer reach his individual goals.

BANK OF THE FUTURE THIS IS DISRUPTIVE


VISION

2009 2011 2015 2023 2060

Forecasting

DISRUPTIVE OF STRATEGIC PLANNING



Potential Customers

Current Customers

DISRUPTIVE OF INVESTMENT PRIORITIES



CUSTOMEREXPERIENCE

BUSINESS UNITS

TECHNOLOGY&

OPERATIONS

Support and Enable

Deliver

Typical Project Focus

DISRUPTIVE OF PRODUCT DEVELOPMENT



CUSTOMEREXPERIENCE

BUSINESS UNITS

TECHNOLOGY&

OPERATIONS

Support and Enable

Deliver

Continuum’s Approach

DISRUPTIVE OF PRODUCT DEVELOPMENT



Customer Experience

Business Structure

DISRUPTIVE OF ORGANIZATIONAL STRUCTURE



PROTOTYPING THE NEW SERVICE EXPERIENCE


The bank of the future was prototyped in full scale to enable our team and our client to assess and refine the experience. This included creating experiential models of the physical touch-points and environments, as well as demonstrations of on-screen interactions. Role-playing enabled us to pressure test employee interactions and understand how the new digital tools worked.


SOCIALIZING THE CHANGES WITHIN THE ORGANIZATION


Flagship

Pharmacy POS

Home

Drive Thru

Kiosk

Easy Bank

Small Shop


ENGAGING AND ALIGNING THE ORGANIZATION


© 2013 Continuum LLC Proprietary & Confidential © 2013 Continuum LLC | Proprietary & Confidential


Thank you.


FINANCIAL SERVICES

Usability, utility and fit



UX DESIGN AND SERVICE DESIGN


UX DESIGN

SERVICE DESIGN


NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”



NOT “SOFTWARE OR STAFF” BUT “SOFTWARE FOR STAFF”


Customer Agent


MAINTAINING THE NARRATIVE INTO SOFTWARE DEVELOPMENT


47Story Three: An Unhappy Customer

As a customer I need to be able to easily connect with a call center agent that has the power to help me, so my issues can be resolved.

As a call center agent I need to be able to retain customers that are very upset by o!ering them incentives, so we don’t lose them as customers.

Hello, yes, I’m calling to protest some bogus charges, and to end my account with you.


Thank you.


Thank You



Economy & Finance

Track b 1115_bottorf