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Designers on the inside
- 1. Designers on the Inside Lessons from within a large service organisation Service Design 2011 – May 3, 2011 Opher Yom-Tov National Manager – Customer Centred Design & Innovation Service Design 2011 – May 3
- 2. I work for a bank
- 3. The wealth management arm of the bank
- 4. We provide these services Financial planning Superannuation Investment administration Insurance Private banking Managed funds Retirement products
- 5. YAWN
- 6. Financial services • Boring • Conservative • Risk averse • Uninspiring • Design desert
- 7. Financial services • Massive impact on people’s lives • Enables people to live their dreams • Boring • Touches 10 million people • Conservative • Really big budgets • Risk averse OR • Opportunity to transform a conservative • Uninspiring industry as a shining light to others. • Design desert • Incredibly complex • Highly constrained
- 8. Financial services • Massive impact on people’s lives • Enables people to live their dreams • Boring • Touches 10 million people • Conservative • Really big budgets • Risk averse OR • Opportunity to transform a conservative • Uninspiring industry as a shining light to others. • Design desert • Incredibly complex • Highly constrained
- 9. Here’s where the problem starts We sell a commodity
- 10. $ + $ more Term Deposit
- 11. $ + $ more + service Term Deposit
- 12. $ more $+$+$+ Mortgage
- 13. $ service + more $+$+$+ Mortgage
- 14. $+$+$+ more $ Superannuation
- 15. $+$+$+ more $ + service Superannuation
- 16. $+$+$+ $ more Insurance
- 17. $+$+$+ $ more + service Insurance
- 18. Service is our most powerful differentiator
- 19. only sustainable Service is our most powerful differentiator
- 20. 10 things I’ve learned as a service designer on the inside
- 21. 1 A journey of a thousand miles begins with the first step
- 22. Aspira!on Now !me Future
- 23. Ideal future vision state! Aspira!on Now !me Future
- 24. Ideal future vision state! Aspira!on The first “baby step”! Now !me Future
- 25. 2 Service design can bridge silos
- 26. Silos within silos within silos within silos within silos within silos within ….. Banking vs wealth Business vs consumer $2.5M+ $1M-2.5M $100k-1M Insurance, superannuation, mortgage, credit cards, deposits, private banking, branches, online
- 27. Pic - Mortgage insurance and mortgage
- 28. 3 Sometimes, there isn’t a journey
- 29. Financial Advice for Affluent customers Bespoke Financial Advice for High Net Worth Customers
- 30. 4 I see a framework, you see a concept
- 32. 5 Always in beta (& start live prototyping early)
- 33. capture deliver create
- 34. capture deliver create
- 35. Role playing a private banking client experience 35
- 36. Private Bank ideal client premises 36
- 37. Live prototyping with staff
- 38. 6 If you squint, a bank looks like a technology company
- 39. If you squint, banks are technology companies
- 40. 7 Technology is important, but humans still make a service special
- 41. Photo of ikea self assembly
- 45. 8 Always wear two hats: Designer and Teacher.
- 46. Building service design capability across the bank Learn Learn By Broad Doing Skills PROJECTS TRAINING 46
- 47. 9 Courageous and enlightened leaders enable great service design
- 48. Vision Goals Where to Win Customer How to Win Centred Design Measures 48
- 49. 10 Services can face inwards too
- 52. In summary … 1 A journey of a thousand miles begins with the first step 2 Service design can bridge silos 3 Sometimes there is no journey 4 I see a framework, you see a concept 5 Always in beta (start prototyping early) 6 If you squint, a bank looks like a technology company 7 Technology is important, but humans still make a service special 8 Always wear two hats: designer and teacher 9 Courageous and enlightened leaders enable great service design 10 Services can face inwards too
- 53. Thank You. Opher Yom-Tov National Manager – Customer Centred Design & Innovation Service Design 2011 – May 3