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THE EXPERIENCE IS
A SET OF (COMPLICATED) STEPS 1 2 3 © 2013 Continuum LLC | Proprietary & Confidential
17.
THE EXPERIENCE IS
A SET OF (COMPLICATED) STEPS 1 4 2 3 © 2013 Continuum LLC | Proprietary & Confidential
18.
THE EXPERIENCE IS
A SET OF (COMPLICATED) STEPS 1 4 2 3 5 © 2013 Continuum LLC | Proprietary & Confidential
19.
THE EXPERIENCE IS
A SET OF (COMPLICATED) STEPS 1 4 2 3 6 5 © 2013 Continuum LLC | Proprietary & Confidential
20.
THE EXPERIENCE IS
A SET OF (COMPLICATED) STEPS 1 4 2 3 6 5 7 8 9 © 2013 Continuum LLC | Proprietary & Confidential
21.
THEN YOU ADD
A LAYER OF HUMAN RELATIONSHIPS © 2013 Continuum LLC | Proprietary & Confidential
22.
AND HIGH EMOTIONS © 2013
Continuum LLC | Proprietary & Confidential
23.
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. © 2013 Continuum LLC | Proprietary & Confidential
24.
MORTGAGE SHOPPING FORM © 2013
Continuum LLC | Proprietary & Confidential
25.
Thank you. CASE STUDY BBVA:
The Customer-centric Bank continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
26.
UNDERSTANDING HOW PEOPLE
BANK Challenges for Retail Banking • Trust • Channel proliferation • Physical and digital integration • New business models © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
27.
Thank you. BBVA’S ORIGINAL
QUESTION What will be the branch of the future? © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
28.
UNDERSTANDING HOW PEOPLE
BANK © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
29.
© 2013 Continuum LLC | Proprietary
& Confidential © 2013 Continuum LLC Proprietary & Confidential
30.
MY MONEY VS
MY LIFE VS v.s Getting Stuff Done Financial Well-being This fundamental separation really drove the rest of the project. Simple, obvious, YES... but a powerful tool for design © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
31.
DESIGNING MULTI-TOUCHPOINT SYSTEM
ARCHITECTURE © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
32.
DESIGNING MULTI-TOUCHPOINT SYSTEM
ARCHITECTURE © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
33.
CREATING A CONSISTENT
USER INTERFACE FOR A MULTI-CHANNEL SYSTEM POS ATM MOBILE Agent / Partner Kiosk, Drive-thru, Easy Bank ATM Home, On The Go WEB TOUCHSCREEN STAFF IPAD Home. Easy Bank Cocoon Well-Being Center Easy Bank, Well-Being Center © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
34.
LOLA: ORCHESTRATING THE
SERVICE EXPERIENCE © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
35.
PROTOTYPES OF THE
EXPERIENCE: SPACES, SERVICES, INTERACTIONS © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
36.
© 2013 Continuum LLC | Proprietary
& Confidential © 2013 Continuum LLC Proprietary & Confidential
37.
ITERATIVE PROTOTYPING OF
THE NEW BANKING EXPERIENCE © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
38.
Thank you. CHALLENGES What’s so
hard about being customer centered? continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
39.
© 2013 Continuum
LLC Proprietary & Confidential
40.
BANK OF THE
FUTURE THIS IS DISRUPTIVE 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. © 2013 Continuum LLC Proprietary & Confidential
41.
DISRUPTIVE OF STRATEGIC
PLANNING VISION Forecasting 2009 2011 2015 2023 2060 © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
42.
DISRUPTIVE OF INVESTMENT
PRIORITIES Potential Customers Current Customers © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
43.
DISRUPTIVE OF PRODUCT
DEVELOPMENT CUSTOMER EXPERIENCE Deliver BUSINESS UNITS Support and Enable TECHNOLOGY & OPERATIONS Typical Project Focus © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
44.
DISRUPTIVE OF PRODUCT
DEVELOPMENT Continuum’s Approach CUSTOMER EXPERIENCE Deliver BUSINESS UNITS Support and Enable TECHNOLOGY & OPERATIONS © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
45.
DISRUPTIVE OF ORGANIZATIONAL
STRUCTURE Business Structure Customer Experience © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
46.
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. © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
47.
SOCIALIZING THE CHANGES
WITHIN THE ORGANIZATION Easy Bank Pharmacy POS Drive Thru Home Small Shop Kiosk Flagship © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
48.
ENGAGING AND ALIGNING
THE ORGANIZATION © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
49.
© 2013 Continuum LLC | Proprietary
& Confidential © 2013 Continuum LLC Proprietary & Confidential
50.
Thank you. FINANCIAL SERVICES Usability,
utility and fit continuuminnovation.com @_Continuum @tobybottorf © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
51.
UX DESIGN AND
SERVICE DESIGN UX DESIGN SERVICE DESIGN © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
52.
NOT “SOFTWARE OR
STAFF” BUT “SOFTWARE FOR STAFF” © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
53.
NOT “SOFTWARE OR
STAFF” BUT “SOFTWARE FOR STAFF” Customer Agent © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
54.
MAINTAINING THE NARRATIVE
INTO SOFTWARE DEVELOPMENT Story Three: An Unhappy Customer 47 Hello, yes, I’m calling to protest some bogus charges, and to end my account with you. 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 offering them incentives, so we don’t lose them as customers. © 2013 Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
55.
Thank you. Thank You continuuminnovation.com @_Continuum @tobybottorf continuuminnovation.com @_Continuum @tobybottorf © 2013
Continuum LLC | Proprietary & Confidential © 2013 Continuum LLC Proprietary & Confidential
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