Simplicity become a buzz word in financial services. What is really 'simplicity'? And why does it matter? I suggest the basics to designing 'simplicity' in financial services. (presented at Next Bank Asia conference 2012 in Singapore)

1. Simplicity
for
-inancial
services
1
Jin
Zwicky
VP,
Experience
Design
/
OCBC
Bank

2. ‘Simplicity’
became
a
buzzword
Simplicity
Simple
Simpli-ied
Simple
Simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky

7. Simplicity
for
-inancial
services
|
Jin
Zwicky

9. Are
they
really
simple?

10. simplicity
is
Simplicity
for
-inancial
services
What

11. Simplicity
is
based
on
human
nature
and
common
sense.
Edward
de
Bono
SimpleComplex
no overlap complete overlapsmall overlap big overlap
Knowledge needed to understand
Mental model
medium overlap
11Simplicity
for
-inancial
services
|
Jin
Zwicky

12. Simplicity
is
about
working
backwards
from
what
people
need.
Bill
Jensen
12
What
people
need
Simplicity
for
-inancial
services
|
Jin
Zwicky
What
banks
want

13. Relevance
Simplicity
is
not
natural.
You
have
to
make
it
happen.
Edward
de
Bono
13Simplicity
for
-inancial
services
|
Jin
Zwicky
What
people
need
What
banks
want

14. Why
simplicity
matters
to
banks?
Simplicity
for
-inancial
services

15. 12
Pages
of
form
-illing

16. WMSH-FM-FNAPMPE-110216
Co.Reg.No.:193200032W
Bank Copy
8
Pages
of
conversation

17. 0
paper
of
interaction
Simplicity
for
-inancial
services
|
Jin
Zwicky

18. Simplicity
=
Meaningful
problem
solving
Simplicity
for
-inancial
services
|
Jin
Zwicky

19. LGI New Target Return Fund Sales as at 29 Nov (S$)
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
D
ay
1
D
ay
3
D
ay
5
D
ay
7
D
ay
9
D
ay
11
D
ay
13D
ay
15
D
ay
17D
ay
19
D
ay
21D
ay
23
D
ay
25
Date
Sales(S$)
LG NTRF Sales (S$) Avg Daily Sales for past 10 mths for top fund (S$)
19
+67%
A
new
investment
product
with
simplicity
design
/
development
process
150%
lift
Average
daily
sales
for
past
10months
for
top
fund
Sales
Simplicity
for
-inancial
services
|
Jin
Zwicky

20. Customers
don’t
understand

21. Customers
understand

22. Simplicity
=
Clarity
Simplicity
for
-inancial
services
|
Jin
Zwicky
=
Con-idence

24. 24
+67%
First
two
weeks
result
After
simpli;ied
internet
&
mobile
banking
launch
Organic
baseline
without
any
sign-­‐up
campaign
3000
new
sign-­‐up
activation
6000
App
downloads
3500
Usage
of
new
features
Simplicity
for
-inancial
services
|
Jin
Zwicky

25. Simplicity
sells!
Jin
Zwicky
|
The
Basics
of
Simplicity

26. Make
it
happen
How
to
Simplicity
for
-inancial
services

27. Want
it,
badly
Master
user-­‐
centered
design
Focus
ruthlessly
Obsess
with
design
Mindset
Process
Skillset
The
basics
to
simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky

28. Want
it,
badly
The
basics
#1
to
simplicity
Unless
simplicity
is
de-ined
as
your
priority,
it
will
not
be
there.
Simplicity
for
-inancial
services
|
Jin
Zwicky

29. Jin
Zwicky
|
The
Basics
of
Simplicity
Head
of
Wealth
Management

30. Master
user-­‐centered
design
process
The
basics
#2
to
simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky

31. Commit
to
design
Start
with
customers
Prototype
&
Iterate
Learn Improve
Test
Learn
Improve
Test
Learn
Improve
Test
Simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky

32. Relationship
managers
Head
of
investment
Head
of
advisory
Culture
of
co-­‐creation

33. Jin
Zwicky
|
The
Basics
of
Simplicity
Culture
of
protyping

34. 34

35. Focus
ruthlessly
Articulate
one
objective
and
do
one
thing
well.
The
basics
#3
to
simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky

37. Obsess
with
design
The
look
is
the
message
The
basics
#4
to
simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky

39. Design
ignorance
+
jargon
Power
of
design
+plain
English

40. common sense
simplicity
beauty
Thank
you!
Join
the
conversation
@jinzwicky
Designfulcompany.com