The User Experience Strategy behind one of Europe’s largest Digital Transformations is a presentation that summarizes the digital strategy approach taken for a key bank in Europe.
It takes the reader through three stages:
1. Why was a digital strategy required to start with? Why could the bank no more operate as-is?
2. What was the overall solution and design approach? At this point in time, the Digital Leadership strategy framework is being introduced.
3. How was the actual solution developed across both phases? In the first phase, the presentation talks through the key steps, namely:
3a. customer segmentation
3b. persona development
3c. understanding of user needs
3d. understanding of business needs
3e. developing an overarching vision based on business goals and user needs
3f. Deriving the functional scope - termed at Digital Leadership a Scope Landscape
The second phase then goes on to detail out the solution approach which was basically about detailing out the strategy from phase 1 and validating it in details.
30. Background
She grew up in a big family in a small rural town, left school early, She worked all her life at the same shop,
relies on husband and bank for major decisions.
Family situation
She married to a car mechanic, two children whom she cares about a lot
Lutgarde
Shop worker
Key data
! 53 years old
! Dependent faithful
! 14K € assets
Bank expectations
! Bank branch is place for
social exchange
! Likes to talk with her
banker before she does
anything
! Security and personal
touch are important
Characteristics
! Nice
! Talkative
! Basic education
Online characteristics
! She uses the internet
because she has to
! Computers are a burden
! She doesn't try new
websites or apps
! Her children help her with
new technology
! She's afraid of doing
something wrong
! Likes to have help
Current situation
Marijke is approaching retirement and looking forward to more quiet and relaxed years. She doesn't know a
lot about money and banks, but her regular visits to the branch are part of her weekly routine. Computers and
the internet are things she is still afraid of, but she learned the basics in order to keep in touch with her
children.
Income
Product changes
Financial knowledge
Earning potential
Loyalty
Digital lifestyle
Branch dependence
Advice reliance
Openness to proactivity
Very low Low Medium High Very high