The banking industry is currently undergoing a step change in customer expectations. In this talk, Mall will outline how Swedbank is meeting these increased expectations by adapting the learnings from global studies about the "business value of design". How to increasing the customer satisfaction How the team can create holistic experiences

1. Mall Allpere
mall.allpere@swedbank.se

2. ?

4. 13 27 52 81

5. Development train groups

6. UX leads

7. Design systems group

8. Design ops and research

9. Holistic
Experience
Everybodys
job
Doing
the right
things
Doing
them
right
Challenges

10. “Go out and
evangelize”

11. Create
sense of
urgency
1
Build from
external
2
Celebrate
inhouse
stories
3
Straight
talk, but
positive
4

13. ”We need to stop
flying airplanes

14. ”We need to stop
flying airplanes
... and start
flying people”
JAN CARLZON, CEO SAS 1981

15. business
through
experiences

16. experiences
by
design

17. “One brand’s gold standard of
service becomes the price of
admission for everyone”
MARTIN HARBECH, GROUP DIRECTOR OF FACEBOOK.
The customer expectation gap

18. A proven recipe

19. A proven recipe
Customer
Centred Design
And the reward is huge!

20. 211%

21. 2
1
Increased revenue
Driving loyalty
Lower costs
211%

22. 2
2
Increased revenue
Driving loyalty
Lower costs

23. “identified
design actions
that gives
improved
financial
performance"

24. 1 Set goals on customer
behaviour. Rigorous!
The recipe
2 Customer satisfaction is
everyone’s job!
43 Prototype, test & learn –
Together!
Support the holistic
experience!

25. 1 Set goals on customer
behaviour. Rigorous!
Ensures doing the right things

26. 1 Set goals on customer
behaviour. Rigorous!
Ensures doing the right things
Act
Feel
Think

27. Business goal:
Raise customer’s
average monthly
bill by 10 %.
Customer centric goal:
Help busy families
to stay connected

28. The shift
“We need to
increase
conversion in
the front
page”

29. The shift
“We need to
increase
conversion in
the front
page”
“We need to
maximize
customer value
in the front
page”

30. 2 Customer satisfaction is
everyone’s job!
The only way to understand the
customer is to meet them!

31. Participating
in Customer
centric
methods
benefits
everyone…

32. Participating
in Customer
centric
methods
benefits
everyone…
500
non UX designers
trained in UX and
design methods

33. "The CEO of one of the world’s
largest banks spends a day a month
with the bank’s clients"

34. Customer interviews
Usability tests
Phone bank visits
Part of non designer personal development plans!

35. I
am not
the customer!

36. Source: McKinsey
3 Prototype, test & learn –
Together!
Doing things right and de-risking
development

37. learn test
prototype

38. Sharing a
proven
design
process
for
everyone
to try out
De-
mystifying
the
research
methods
Testing
together
with the x-
functional
team
Getting
the right
pragmatic
level
A B C D

39. learn test
prototype
Sharing a
proven
design
process

40. learn test
prototype
for
everyone
to try
out

41. user research
Why?
Demystifying
the methods

42. usability test
How?
user research
Why?
Demystifying
the methods

43. usability test
How?
user research
Why?
quant
How
many?
Demystifying
the methods

44. Only 5
users?
Demystifying
the methods

45. Testing
together with
the x-
functional
team,
regularly

46. Improvement?
Often used?
New?
Impact?
Getting the
right pragmatic
level

47. 2
weeks!learn test
prototype
The right level – quick and clean

48. 4 Support the holistic
experience!
Seeing beyond features into the
customer journey and eco system.

49. Understand,
Map & Act

50. Creating a holistic experience
Customer Journey Maps

51. From
“the product is
the app”
to
“the product is
the trip”

52. Hero - Customer Journey map
Getting a new home
Sign and buy
Apply

53. 1 Set goals on customer
behaviour. Rigorous!
The path forward
2 Customer satisfaction is
everyone’s job!
4 Support the holistic
experience!
3 Prototype, test & learn –
Together!

54. Create
sense of
urgency
1
Build from
external
2
Celebrate
inhouse
stories
3
Straight
talk, but
positive
4

55. Holistic
Experience
Everybodys
jobDoing
the right
things
Doing
them
right
Efficiency Customer
Satisfaction

57. mall.allpere@swedbank.se