Creating Journey Maps For A 200 Year Old Bank

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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

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