Creating Journey Maps For A 200 Year Old Bank

•

0 gostou•23 visualizações

Going into a large and historical financial institution, Anthea has had many learnings about the strength and intertwining relationship of research and design when it comes to product development. She has recognised that by using the insights from research teams, designers can gain better understanding of the problems they are looking to solve and work towards helping people in moments that matter. In this talk, Anthea will share her journey of how she has interpreted the insights from their customers, how it has affected the way she approaches design and overall how it has improved designs for products she has been involved with.

Tecnologia

Creating Journey Maps
For A 200 Year Old Bank
Anthea Blanas
Strategic Design Lead, Customer Experience
March 2021, UXDX

Why research is
critical in driving
organisational
change
1. Our opportunity to
help people work
together towards
aligned purpose and
outcomes
2. 3.
How to evolve with
people’s
expectations

My mum is terrible with any
form of money. I have to
suffer through it.
- Michelle*, a Westpac customer
*not her real name

“I went to a branch to
see why I was declined.
That’s the first time
anyone explained
credit scores to me.”
- Michelle*, a westpac customer
*not her real name

Banking is
transactional
Finances are
emotional
and they evolve over time
just like people do…

#business complex
https://www.westpac.com.au/about-westpac/westpac-group/company-overview/our-strategy-purpose/
A change in
culture
A change in
structure
A change in
approach

Buying a
home
Applying for a
home loan
VS

Journeys are a flexible concept
Relatively short and simple (e.g. making a payment)
Long and complex (e.g. buying a home)
Entire arch of a relationship over potentially many years (e.g. a
customer lifecycle).
Orchestrating Experiences, Collaborative Design for Complexity by Chris Risdon & Patrick Quattlebaum

Journeys within
journeys
customer
journeys
service
journeys

customer
journeys
service
journeys
Margaret
24 years, account manager,
lives in Sydney
Financial
behaviours Going on a holiday
Going on a holiday

customer
journeys
service
journeys
EMMA
24 years, account manager,
lives in Sydney
Financial
behaviours Going on a holiday

Complex Systems Design
Service Design
UX Design
UI Design
How will I know that I am making the right
financial decision for me and my family?
What is the loan application
process that employees
facilitate for a customer?
Will people be able to easily
make repayments using this app?
Is the text in a readable
size for different age
groups?
The whole is greater than the sum of its parts
compl
exity
decision making impact

“The effectiveness of a
journey map relies on the
quality and breadth of
research it is made up of”
Anthea Blanas

People’s needs don’t change,
their expectations on how we
service those needs has

Branch ATMs Tap & Go Cards Digital Wallets
1960s 1970s 1990s 2010s
Customer need: access my money

However a siloed focus on
individual touchpoints misses
the bigger picture….
….building stronger and
deeper relationships

Transformational Relationship Events,

Colleen M. Harmeling, Robert W. Palmatier, Mark B. Houston, Mark J. Arnold, & Stephen A. Samaha
People helping
people in moments
that matter

1.
Understand
people…
embrace their complexity.
#stories & behavioural cohorts
#opportunity areas,
#experience principles
#concept experimentation

1.
Understand
people…
Zoom in & Out
Layer journeys to
connect everyday
decisions with
strategically aligned
outcomes.
2.
#customer outcomes & emotions
#jobstobedone
#services
#capability mapping
#systems & process
#metrics

1.
Understand
people…
Factor in how to
build relationships
over time
3.
#lifeevents
#moments that matter
#unforeseen circumstances
#influential relationships

What could you do today to
adopt this #designapproach
within your organisation?

Thank You!
Anthea Blanas
Strategic Design Lead, Customer Experience
https://www.linkedin.com/in/antheablanas/
All vector illustrations included in this presentation are from www.freepik.com

Mais conteúdo relacionado

Mais de UXDXConf

The presentation underscores the strategic advantage of treating design systems not just as technical assets but as vital business components that require thoughtful management, robust planning, and strategic alignment with organizational goals. Key Points Covered: - Understanding Design Systems as Business Entities: Conceptualizing design systems as internal business entities can streamline their integration and evolution within a company. - Adoption and Expansion: Elaborating on the importance of tactical adoption across organizational structures, enhancing product suites to cater to user needs and broadening scope to mobile and content authoring solutions. - Data-Driven Development: Utilizing data insights for component development ensures that resources are allocated to create valuable, widely used features. - Financial Modeling for Design Systems: Developing sustainable funding models is crucial for long-term support and success of design systems. - Promoting Internal Buy-In: Stressing on strategies for promoting design systems within the organization to increase engagement and investment from internal stakeholders.

A Business-Centric Approach to Design System Strategy

UXDXConf

This talk offers actionable insights at an executive level for enhancing productivity and refining your portfolio management approach to propel your organization to greater heights. Key Points Covered: 1. Experience Transformation: - The core challenge remains consistent across organizations: converting budget into user-centric designs. - Strategies for deploying design resources effectively in both startups and large enterprises. 2. Strategic Frameworks: - Introduction to the "Ziggurat of Impact" model, detailing layers from basic system interactions to comprehensive customer experiences. - Practical insights on creating frameworks that scale with organizational complexity. 3. Organizational Impact: - Real-world examples of navigating design in large settings, focusing on the synthesis of consumer products and customer experiences. - Emphasis on the importance of designing systems that directly influence customer interactions. 4. Design Execution: - Detailed walkthrough of organizational layers affecting design execution, from touchpoints and customer activities to shared capabilities. - How to ensure design influences both the micro and macro aspects of customer interactions. 5. Measurement and Adaptation: - Techniques for measuring the impact of design decisions and adapting strategies based on data-driven insights. - The critical role of continuous improvement and feedback in refining customer experiences.

Structuring Teams and Portfolios for Success

UXDXConf

Designing inclusive products is not only a social responsibility but also a business imperative. This talk delves into the journey of creating accessible hardware products that cater to diverse user needs. Key Topics Covered: 1. Introduction to Inclusive Design - Importance of accessibility in product design - Overview of Comcast's commitment to making products accessible to a wide audience 2. Case Study: Xfinity Large Button Voice Remote - Initial challenges and the evolution of the product - User research and feedback that shaped the design - Key features of the final product and their benefits 3. Designing for Diverse Needs - Understanding human-centered design and its historical context - The impact of designing for people with disabilities on overall product quality - Examples from other industries, such as architecture and industrial design 4. Integrating Accessibility from the Beginning - The cost and efficiency benefits of designing for accessibility from the start - The process of embedding accessibility as a core trait rather than an optional feature 5. Real-World Impact and Continuous Improvement - Insights from in-home studies with users having assistive needs - How continuous feedback and iterative design lead to better products - The role of inclusive research and development practices

Designing for Hardware Accessibility at Comcast

UXDXConf

Collaboration across departments is essential to enhance the quality and impact of research outcomes. This talk offers practical strategies for leveraging cross-functional teams to achieve superior research quality. Key Topics Covered: 1. Introduction to Cross-Department Collaboration - Importance of collaboration in enhancing UX research quality - Personal experiences and insights from a research operations manager 2. Building Effective Collaborative Structures - Identifying and leveraging key roles within the organization (e.g., PMs, Devs, UX Researchers, Designers) - Utilizing operations teams as the connective tissue to foster collaboration 3. Maximizing Research Impact - Techniques for presenting research findings in an impactful way - Importance of executive summaries and tailored presentations for different stakeholders 4. Following Through on Research - Ensuring continuous follow-up on research to track its impact - Strategies for confirming next steps and validating research outcomes 5. Breaking Down Research for Broader Application - Concept of Atomic UX Research and its application - Storing and managing research data in repositories for easy access and reuse

Improving UX Research Quality with Cross-Department Collaboration

UXDXConf

Automation is transforming industries by streamlining operations and reducing costs. However, the success of automated systems hinges not only on their functionality but also on the user experience (UX). This talk, "The UX of Automated Processes," delves into the intricate relationship between automation and UX, providing a comprehensive guide to designing intuitive and effective automated systems. Key Topics Covered: 1. Introduction to Automated UX: * Understanding the importance of UX in automated systems * Real-world example: Robotic beer dispensers at a music festival 2. Step-by-Step Process for Enhancing Automated UX: * Step 0: Identifying main workflows and happy paths * Step 1: Conducting contextual inquiries to understand current user practices and edge cases * Step 2: Prioritizing issues and solutions through collaborative ideation sessions * Step 3: Prototyping and usability testing for both software and hardware 3. Prototyping and Testing: * Methods for simulating automated processes * Importance of user feedback in refining automated systems 4. Designing for Support Users: * Crafting the experience for support personnel who manage edge cases * Ensuring effective communication and issue prioritization for support users

The UX of Automation by AJ King, Senior UX Researcher, Ocado

UXDXConf

After 20 years of agile, 90% of features still fail to deliver the expected value. There is no such thing as user error, only bad design. The frameworks that companies have to try to adopt agile leave too much ambiguity on how to implement the supporting processes of funding, governance, alignment and more. This talk explains why we have the ways of working we do and what we can do about it to improve.

We're Agile. So why haven't our outcomes improved?

UXDXConf

In this insightful discussion, Mihaela will introduce how Volkswagen Digital Solutions is taking steps towards a successful transition from software delivery to product delivery lifecycle, highlighting the challenges and the innovative tactics to break down traditional silos within the product teams as well as between “the business” and "IT". Learn how the Volkswagen Group established new delivery centers across Europe to foster interdisciplinary product teams, and the hurdles they overcame including stringent security, legal, and compliance boundaries, as well as people adaptation. Mihaela will share hands-on examples of their unique approach to get “the business on board", offering a glimpse into their working models and approaches on engagement and collaboration between the product teams and stakeholders. Discover how they faced resistance and fostered an inclusive process to move towards an efficient product delivery cycle. This talk is an exploration into digital transformation, with practical examples, offering key takeaways for those aiming to break silos and cultivate a collaborative environment within their organisations.

Breaking Silos_The Shift from a Software Delivery to a Product Development Mi...

UXDXConf

How Intercom built ‘Fin’, a GPT-4 powered chatbot_Fergal Reid_UXDX_EMEA_2023

UXDXConf

Leveling Up Design Maturity in a Large-Scale Organisation_ Daniel Heaslip_ U...

UXDXConf

Mike delves into Reed's ongoing and dynamic research program, which serves as the foundation for all product and design initiatives within the organisation. He shares how they enable continuous deep research by democratising user research in product teams and creating a regular cadence. This then allows the centralised UX research team to take on larger, more complex and strategic research initiatives. In this session you’ll learn how they’re: Enabling constant research in product teams Planning for agile processes Demonstrating research value Prioritising larger initiatives Communicating research for highest impact Through these strategies, Mike and his teams have successfully created an environment where innovation, based on deep user knowledge, is at the forefront.

Continuous-Research_Mike Brown_UXDX_ EMEA_2023

UXDXConf

In this talk you'll get a glimpse of the digital transformation journey Electrolux Group have embarked on. Discover the triumphs, setbacks and key milestones they have experienced along the way and learn about: Working systematically: Explore the strategies employed to build mobile apps for multiple brands quickly, consistently and at scale, without fragmenting the user experience. Building a dream team: Learn how Alexis structured a multi-disciplinary team of digital product designers, UX researchers and UX writers. Transformational impact: Understand the effects of scaling up the company's digital transformation journey on design processes and practices in a hardware manufacturing environment. Unlock the secrets to building a thriving digital products department, and transform your own company's traditional practices into digital innovation

Crafting Digital Products for Connected Appliances and Other Stories_ Alexis ...

UXDXConf

Join Steve Collins, CTO of King Games, creators of the globally popular game Candy Crush, as he shares insight into their current journey of embedding Artificial Intelligence into the fabric of their organisation. Steve will navigate through the challenges they have faced, the strategic choices made, and the innovative approaches undertaken. This talk offers a unique chance to gain firsthand knowledge of how a global gaming leader is embracing AI, and how these insights can be leveraged by other organisations seeking to harness the power of technology for their own growth and transformation. Whether you are a technology leader, or industry professional, you will find valuable lessons in this talk on how to successfully marry AI with the daily operations and strategic vision of a company.

Integrating AI _King's journey of Technology Transformation_Steven Collins_ U...

UXDXConf

Discover the fascinating journey undertaken by the world's largest payment processor as they delve into the intricate realm of product design that fuels global economies and orchestrates the seamless flow of currency across borders. This captivating exploration unravels the intricacies of crafting financial solutions that wield tremendous influence in shaping the economic landscape. Dive into the heart of innovation and design excellence as you gain insights into the strategies and methodologies employed by this industry titan to deliver cutting-edge payment technologies that power transactions worldwide. Join us on a thrilling voyage as we unveil the hidden mechanisms that drive the engine of the global financial ecosystem and redefine the way money moves across the international stage.

Seamless UX: Invisible Transactions_Sudev Balakrishan_UXDX_EMEA_2023

UXDXConf

Roadmaps are a way to communicate a product or organizational strategy in a meaningful way, both inside and outside the organization. However, their effectiveness is not always guaranteed, with ever-changing market conditions, client requests or executive pivots. Teresa will uncover the stories behind both remarkable successes and daunting failures, shedding light on the factors that influenced their outcomes at organizations of all sizes and the critical role of stakeholder buy-in and its impact on roadmap success. Through real-world examples and in-depth analysis, Teresa will navigate through the complexities of roadmaps, empowering you with valuable insights that can shape your own strategic navigation on a path to success.

Roadmaps Unveiled_ Lessons from successes, failures and the crucial role of s...

UXDXConf

In this enlightening session, Jose Manuel Villanueva delves deep into the world of business operations, shining a spotlight on the transformative power of design. Drawing from his rich tapestry of experiences at Thoughtworks, he unravels the vast potential that lies in seamlessly integrating design into day-to-day operations. Through an insightful case studie, José Manuel showcases how a design-centric approach can profoundly reshape and elevate internal processes, leading to increased efficiency, innovation, and holistic business growth. Join him on this captivating journey as he charts the course for the future of operational evolution.

Operational Evolution_ Harnessing Design for Internal Business Transformation...

UXDXConf

In today's fast-paced technological landscape, seamless collaboration between design and development teams is paramount. This forum delves into the challenges, best practices, and strategies that can enhance the workflow between designers and developers. Engage in thought-provoking discussions, share your experiences, and explore innovative solutions that can bridge the gap between ideation and implementation.

Design Delivery Principles, Accelerating Product Delivery Outcomes in a Compl...

UXDXConf

In today's fast-paced and competitive business landscape, innovation is often regarded as the key driver for success. Companies invest significant resources in developing groundbreaking products and services driven by the promise of revolutionizing their industries. However, without successful adoption, even the most innovative ideas can fall flat. Join Rhiannon as she explores the way she and her team bridge the gap between innovation and adoption, and discover how effective product marketing management can drive business success

Innovation Without Adoption Is Meaningless_ Rhiannon White_ UXDX_ EMEA_2023

UXDXConf

In the captivating session titled you'll delve into the unexpected and profound lessons on leadership drawn from the world of equine coaching. Horses, with their keen sensitivity to energy and dynamics, offer a unique lens through which we can understand the nuances of leading empowered and joyful teams. Martina explores the significance of supporting team members, consistently gauging motivation levels, and fostering deep connections. Furthermore, she underscores the importance of self-awareness, emphasizing how a leader's energy can significantly impact team dynamics. By bridging the world of equine wisdom with the challenges of modern leadership, this talk promises to equip attendees with transformative strategies for balanced and effective leadership.

Learning Balanced Leadership with Horses_Martina Hodges-Schell_ UXDX_ EMEA_2023

UXDXConf

When designing complex systems, it's easy to become overwhelmed by the magnitude of the task and feel uncertain about the best approach. Yet, the difficulty of designing a system that takes users on a seamless and meaningful journey might be similar to that of writing a story that takes an audience on a beautiful and memorable voyage. In this talk, Raphael will introduce an unconventional approach to crafting complex experiences, drawing inspiration from the art of storytelling. To illustrate this approach, he will share insights from two multi-year projects he's led: A sophisticated mass-data interpretation system for geoscientists, and an acclaimed musical which has won accolades for its innovative storytelling. Join Raphael as he explores the parallels between designing complex systems and crafting compelling narratives. Discover how adopting a story-driven approach can unlock new possibilities and lead to remarkable outcomes in the realm of user experience design.

An Unexpected Approach to Design: Uncovering Hidden Parallels With Writing St...

UXDXConf

In the ever-evolving landscape of product development, uncertainty often looms large, presenting unique challenges for teams striving to deliver successful outcomes. Drawing on examples and practical insights from how the team at Toast work, Martin delves into the strategies and mindset required to tackle the design-to-build process when faced with limited information. By the end of this talk, attendees will be equipped with practical tools and strategies to confront uncertainty head-on, leading to innovative solutions and successful outcomes. Embracing the unknown: Understanding the psychological barriers associated with uncertainty and adopting a mindset that embraces ambiguity as a creative force. Designing with limited information: Strategies for developing robust design frameworks that can adapt to evolving requirements and changing landscapes. Agile methodologies: Harnessing the power of iterative development and continuous feedback loops to adjust course and optimize product delivery in uncertain environments. Risk management: Techniques for identifying and mitigating risks in the face of incomplete information, ensuring smoother project execution. Collaboration and communication: Fostering effective cross-functional collaboration and transparent communication channels to align stakeholders and navigate uncertainty collectively.

Embracing Uncertainty in Product Delivery_ Martin Reilly_ UXDX_ EMEA_2023

UXDXConf

Mais de UXDXConf (20)