People-centred banking services

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12 Νοε 2013 (πριν από 3 χρόνια και 5 μήνες)

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People
-
centred banking services


H
ow the latest human
-
centred approaches
could be relevant for the banking sector

Design Flanders | December 2007

© 2007 Experientia

Design Flanders | December 2007

© 2007 Experientia

Areas


3

Design Flanders | December 2007

© 2007 Experientia


Professional application development


Transactional websites


Branch design


Mobile banking services

Four major areas

that could benefit most

from human
-
centred design

Areas

4

Design Flanders | December 2007

© 2007 Experientia


Financial software applications used by bank staff
and running on server or on bank intranet


Often developed with technical, security and
business specifications only


Development is rarely done in
-
house


Banking staff is usually not strongly involved in
development


Limited contextual understanding of staff needs
and requirements

Professional application development

Areas

5

Design Flanders | December 2007

© 2007 Experientia


Applications are difficult and cumbersome to use


They are not intuitive


More time involved in interacting with applications,
less time in interacting with customers


More errors


Less engagement


Less awareness of full functionalities

Professional application development

Areas

6

Design Flanders | December 2007

© 2007 Experientia


Most banking transactions can
currently be performed on the web,
some transactions can only be done
online


End
-
users are not experts in this


Customers will fall back on banking
staff whenever there are problems,
which is costly and time
-
consuming

Transactional websites

Areas

7

Design Flanders | December 2007

© 2007 Experientia


The role of branches has changed with
most operations being online


No longer primary place for the handling
of small procedures


Instead environment for more strategic
processes that require person
-
to
-
person
interaction


Branch design has often not evolved to
accommodate this cultural/social change

Branch design

Areas

8

Design Flanders | December 2007

© 2007 Experientia


Anonymous, cold environment


Privacy concerns


Opening hours not convenient


Spaces are not thought from
needs of current types of users
(single people, parents, elderly),
nor the current types of uses
(longer, more strategic
conversations)

Branch design

Areas

9

Design Flanders | December 2007

© 2007 Experientia


Currently in experimental phase


Some SMS based services (security alerts)


But mainly WAP/Internet based (e.g.
Movo in France for small transfers)


Exploration of mobile based payments
through near field technology and sema
codes


In general, still very desktop based

Mobile banking

Areas

10

Design Flanders | December 2007

© 2007 Experientia


Weak institutional banking
system


More bottom
-
up innovation


M
-
Pesa in Kenya (with
Vodafone) and Wizzit in South
Africa


Extensive user research done
by Nokia and Samsung

Mobile banking in Africa

Areas

11

Design Flanders | December 2007

© 2007 Experientia


Companies most interested in
this are NOT banks BUT
handset manufacturers and
telecom operators


Risk: banks loosing out on
mobile banking market, just
like record industry has lost out
on music downloads markets

Mobile banking in Africa

Areas

12

Design Flanders | December 2007

© 2007 Experientia

Human
-
centred
design



13

Design Flanders | December 2007

© 2007 Experientia

Human
-
centred design process

Research and scenarios

on future developments

Scenarios

In
-
depth understanding of user needs

through observation and analysis

User profiles

Comprehensive usability analysis


Implementation support

Strong user experiences

Iterative prototypes

User
-
centred

design concepts and strategies

Design specification

People

Context

Foresight

Understand

Ideas

Design

Experience

Test

Touchpoints

Prototypes

14

Design Flanders | December 2007

© 2007 Experientia

Foresight

Identify future

business opportunities

Deliverables


Trend analyses


Technology roadmaps


Mood boards


Scenarios of use

Approach


Context research


Trend extrapolation


Expert opinions (Delphi)


Opportunity mapping


Scenario development

Medium range scenarios about the way
people will organise their lives in the
future, what products and services they
might need, and how they will use them,
to help identify opportunities for design
and innovation.

15

Design Flanders | December 2007

© 2007 Experientia

Understanding

Approach


User experience modelling


Contextual inquiry


Design ethnography


Interviews with extreme

and lead users


Conversation analysis


Task and flow analysis

Deliverables


User profiles and personas


Customer journey maps


Experience models


Scenarios

Connect marketing research

with in
-
depth user understanding

To understand people’s experiences and
behaviours and to grasp how they interact
with products and services,

we need to observe them in their own
environments, analyse their conversations,

flows and tasks,

and use these qualitative insights

to model product and services.

16

Design Flanders | December 2007

© 2007 Experientia

Design

Deliverables


Concept visualisations


Sketches


Design drawings and models


User and use requirements


Design specifications

Create user
-
centred strategies

and design concepts

Translate user and use needs and desired
experience, into creative and human
-
centred
strategies, concepts and designs, assuring
compelling, desirable and useful solutions
for the end
-
users,

and added value for client companies.

Approach


Strategic design


Innovation workshops


Opportunity modelling


Idea generation


Concept development


Communication design,
interaction design, industrial
design, information
architecture

17

Design Flanders | December 2007

© 2007 Experientia

Prototype

Approach


Just enough prototyping


Iterative process


Conceptual prototypes


Appearance prototypes


Functional prototypes

Deliverables


Lo
-
fi prototypes

are
developed with simple
tools: paper, screen, video,
wizard
-
of
-
oz, walk
-
through…


Hi
-
fi prototypes

are more
sophisticated: here we have
applications, appearance
models and functional
models

Assure effective and strong
experiences through prototyping

By designing progressively more
refined prototypes,

we gain insights on what works with
people and what doesn't, and why,

and we can test user acceptance,
usage benefits and drawbacks in
various contexts,

making sure that the end result is
solid and valuable.

18

Design Flanders | December 2007

© 2007 Experientia

Test

Approach


Participatory methods


Heuristic evaluations


Cognitive walkthroughs


Focus groups


Usability testing

Deliverables


Usability analysis


Prototype iterations


Implementation support

Deliver robust products and services
through comprehensive user testing

Experientia’s rich methodology to assess,
measure and evaluate the user experience
delivers qualitative results

that help companies and organisations

to tightly align their products and services
with their users’ needs.

19

Design Flanders | December 2007

© 2007 Experientia

Implementing
the approach



20

Design Flanders | December 2007

© 2007 Experientia

Observation

First of all

21

Design Flanders | December 2007

© 2007 Experientia


Trust and credibility are the key
ingredients of any online banking
service


Trust

requires care and control:
a system that shows care and a
user
in full control

who can do
what he/she needs to do.


Credibility

is delivered by a
consistent, reliable and high
-
quality user experience.

Software applications and
transactional websites

Implementing the approach

22

Design Flanders | December 2007

© 2007 Experientia


Search


Personalisation


Navigation/IA


Contextual support


Thesaurus and glossary



Example: a corporate intranet

Software applications and
transactional websites

Implementing the approach

23

Design Flanders | December 2007

© 2007 Experientia


Participation and
engagement


Developed around
people’s needs



Example: the pharmacy
of the future

Branch design

Implementing the approach

24

Design Flanders | December 2007

© 2007 Experientia


The interface is everything (and
it is small)


Understanding context of use


Anticipating future technologies



Example: work for Swisscom and
Deutsche Telekom

Mobile service development

Implementing the approach

25

Design Flanders | December 2007

© 2007 Experientia

Thank you


26

Design Flanders | December 2007

© 2007 Experientia

Experientia s.r.l.

Via Cesare Battisti 15

10123 Torino

Italy

T +39 011 812 9687

info@experientia.com

www.experientia.com

Partners


Mark Vanderbeeken


Michele Visciola


Jan
-
Christoph Zoels


Pierpaolo Perotto