experience design winny

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Slide 1: Experience Design in Banking Sector Student \| Winny Wang Professor \| Jozeph Forakis Master in Business Design Academic Year 2005-2006 Slide 2: Experience Design in Banking Sector Research Experience Concept Business Design Experience User Experience CE Market Banking Retail Banking System Services Banking Trends New Bank Substantial ce rfa Su Realization Classifying Experiences om Design let ke S Elements Bank e ur ct ru Organization St e op Sc ? Concept Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money User Scenario gy te User ra St A New Global Needs Experiential Bank Conclusion Key Opportunity Slide 3: Experience Design in Banking Sector Research The Experience Cycle Model Trigger Experience User Experience CE Market Banking Retail Banking System Services Banking Trends E x p ect a t i o n ua t io n Pr ox Ev Classifying Experiences al Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money The User ' s Experience Cycle im ity Awa r e n e Re s p o nse ss Conclusion Jess, McMullin (2003). The Experience Cycle Model. Http://www.nform.ca/files/experience_cycle.pdf Ac tio n C e onn c tio n Slide 4: Experience Design in Banking Sector Research Experiences change in time Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Action Classifying Experiences Past Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Future Present More EX Modified Expectation Previous EX Expectation Experience Conclusion Moivation Context Makela, Anu & Jane Fulton Suri (2001). Supporting Users' Creativity: Design to Induce Pleasurable Experiences. London; Asean Academic Press. Slide 5: Experience Design in Banking Sector Research Customer Experience Marketing (CEM) Experience User Experience CE Market Banking Retail Banking System Services Banking Trends "The goal is no longer simply to have you buy a product , but rather have it become a part of your lifestyle ." Classifying Experiences Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money "The economies have gone from commodities to goods to services. And at end of services, we are moving into experience: the Experience Economy ." "Marketers want to create an emotional attachment between customers and what they are selling." Conclusion Craig Silverman (2004). Undercover Marketing_selling an experience http://ordinary.blogs.com/clips/ UndercoverMarketing.pdf Slide 6: Experience Design in Banking Sector Research The framework for managing customer experience Experience User Experience CE Market Banking Analysis Retail Banking System Services Banking Trends Segmentation & Targeting Analyzing the Experiential World of the Customer Classifying Experiences Strategy Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Positioning Building the Experiential Platform Implementation Conclusion Bernd, H. Schmitt (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons Inc. Branding Designing the Brand Experience Service Structuring the Customer Interface Innovation Engaging in Continuous Innovation Slide 7: Experience Design in Banking Sector Research How to trigger CEM: Strategic Experiential Modules (SEMs) Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Sense marketing may be used to differentiate companies and products, to motivate customers, and to add value to products. Classifying Experiences Feel marketing appeals to customers’ inner feelings and emotions. Think marketing Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money appeals to the intellect with the objective of creating cognitive, problem-solving experiences that engage customers creatively. Act marketing Conclusion Bernd, H. Schmitt (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons Inc. aims to affect bodily experiences, lifestyles, and interactions. Relate marketing contains aspects of sense, feel, think and act marketing. Slide 8: Experience Design in Banking Sector Research Experience Providers (ExPros) Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Advertising Magalog Annual Reports Visual/Verbal Identity Names Logos and Signage Product Presence Product Design Packaging Brand Characters Co-branding Classifying Experiences Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion Bernd, H. Schmitt (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons Inc. Event Marketing and Sponsorships Product Placement Spatial Environments Slide 9: Experience Design in Banking Sector Research Classifying Experiences Company Space Emphasis on Direct Messaging (features, benefits) Experience User Experience CE Market Banking Retail Banking System Services Banking Trends can be controlled n al Ad v e r t ditio isin Tr a g iona l A d it tra d ve n rti No s Presentation e 'thing' its Th e Emphasis on Brand Building (beliefs, values, emotions) in g Classifying Experiences ics lf Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money y c' PR C om n mu it y op per c ep t i o n in Me Tr a d it iona l P R Conclusion MIND / REASON io n Meaning Hi Ae Rational ' Au st t he Fu nc t io n o st Emotional th en r ti di a HEART / EMOTION Personal Space Stephen P. Anderson (2006). Classifying Experiences. http://www.poetpainter.com/thoughts /article/classifying-experiences can be influened Slide 10: Experience Design in Banking Sector Research Classifying Experiences Company Space Emphasis on Direct Messaging (features, benefits) Experience User Experience CE Market Banking Retail Banking System Services Banking Trends can be controlled Logos Names Visual/Verbal Identity Packaging Emphasis on Brand Building (beliefs, values, emotions) Classifying Experiences ics Annual Reports Product Design Product Presence Print Advertising Magalog Ae Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Rational st t he Fu nc t io n Sponsorships Event Marketing Emotional Meaning Podcast Email Online Social Network Product Placement Conclusion MIND / REASON HEART / EMOTION Personal Space Stephen P. Anderson (2006). Classifying Experiences. http://www.poetpainter.com/thoughts /article/classifying-experiences can be influened Slide 11: Experience Design in Banking Sector Research Retail Banking System Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Stock Exchange Capital Markets Central Bank Transaction Processing Centers Classifying Experiences Deliveries Bank CRM Channels Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Branch Web & Phone ATM Call Center Conclusion Integrated Call Center Networking for Mobile Bankers • Cell Phone • Internet • PDA Integrated, Browser-Based Portal Mobile Computing Systems Secure Online Communications • Electronic Banking Communication • Online Billing / Payment Telebanking from Home Siemens AG Munich (2006). Answers for Financial Services: Banking. Http://www.siemens.com Slide 12: Experience Design in Banking Sector Research Retail Banking Services Day-to-day banking Savings Certificates of deposit Mutual funds Other savings vehicles Credits Overdrafts Consumer credit Revolving credit Mortgages Loans Others Insurance Real estate Concierge services Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Account management Means of payment Cash utilization Exceptions handling Core day-to-day banking needs Current account Account management Online banking Call center Check Debit card Products and services detailed Classifying Experiences Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Means of payment Credit card Internal wire transfer External wire transfer Standing order (regular amount transfer) Direct debit Cash deposit at desk Cash deposit at ATM Conclusion Cash utilization Withdrawal at desk Withdrawal at bank’s ATM Withdrawal at other banks’ ATM network Capgemini, EFMA, ING (2006). World Retail Banking Report 2006. Http://www.wrbr06.com Debit card stop payment/blocking Stop payment/checking blocking Exception handling Document search Banker’s draft (cashier’s check) Slide 13: Experience Design in Banking Sector Research Retail Banking Trends Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Distribution of Sales Among Channels 2000 Phone 4 Others 0 ATM 0 Branch 94 Web 2 Phone 8 Others 1 ATM 0 Branch 94 Phone 13 Others 3 ATM 0 2005 Web 5 2010 Web 17 Classifying Experiences Branch 67 Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Distribution of Services Among Channels 2000 Phone 5 Web 18 Web 4 Branch 42 Phone 9 2005 Web 28 2010 Branch 30 Others 2 ATM 19 Conclusion Branch 70 Others 2 ATM 29 Phone 12 ATM 28 Others 2 Capgemini, EFMA, ING (2006). World Retail Banking Report 2006. Http://www.wrbr06.com Focus: higher value on BANK BRANCHES and REMOTE / WEB CHANNELS Slide 14: Research Retail Banking Trends Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Re - invest Re - position Re - shape Re - tool ? Redefining Bank interactions with Customers Classifying Experiences Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Encourage customers go to branch Branch Remote Channel Conclusion "Account moment" Capgemini, EFMA, ING (2006). World Retail Banking Report 2006. Http://www.wrbr06.com Product development Consultant of managing finances Slide 15: Experience Design in Banking Sector Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Classifying Experiences Case Study Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion tangible experience Slide 16: Experience Design in Banking Sector Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends 1 2 Company Space Emphasis on Direct Messaging (features, benefits) entrance area trend store Q110 lounge Q110 kids corner financial products Q110 magazine multimedia terminal website can be controlled Emphasis on Brand Building (beliefs, values, emotions) 3 4 5 Classifying Experiences 1 tic 6 Rational 6 s A 7 5 he Fu nc tio n Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money MIND / REASON Meaning 2 3 8 t es 7 Emotional 8 4 HEART / EMOTION Personal Space can be influened Conclusion Focus: The Bank Branch of the Future turns banking into a new and tangible experience. Slide 17: Experience Design in Banking Sector Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Classifying Experiences Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion Banking as a lifestyle decision Slide 18: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends 1 2 Company Space Emphasis on Direct Messaging (features, benefits) flagship store green account gift card product graphic framed nature photos interactive banking screen coffee coaster website can be controlled Emphasis on Brand Building (beliefs, values, emotions) 3 4 5 6 Classifying Experiences A Rational t es 2 Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money MIND / REASON Meaning 3 7 1 58 4 6 tic s he Fu nc tio n 7 Emotional 8 HEART / EMOTION Personal Space can be influened Conclusion Focus: Banking as a lifestyle decision and the banking experience is a cross between an upscale hotel and a hip retailer. Slide 19: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Classifying Experiences Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion simplicity and transparency Slide 20: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends 1 2 Company Space Emphasis on Direct Messaging (features, benefits) sign branch windows advertisement can be controlled 1 2 G tic s t es he Fu Emphasis on Brand Building (beliefs, values, emotions) 3 4 Classifying Experiences 3 4 Emotional nc tio A Meaning Rational n Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money MIND / REASON HEART / EMOTION Personal Space can be influened Conclusion Focus: Creating the banking experience with simplicity and transparency Slide 21: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Classifying Experiences Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion the business can not be related with finance Slide 22: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends 1 2 Company Space Emphasis on Direct Messaging (features, benefits) branch credit card BMW selected product accessary online estimator owner's circle PTG racing can be controlled Emphasis on Brand Building (beliefs, values, emotions) 3 4 5 6 Classifying Experiences 1 tic s he Fu nc tio Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money MIND / REASON Meaning A Rational 32 4 6 7 5 t es 7 Emotional Personal Space can be influened n HEART / EMOTION Conclusion Focus: Finance service can be created by the business which is not related with finance. Slide 23: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Classifying Experiences Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion branded network Slide 24: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Virgin BZs Emphasis on Brand Building (beliefs, values, emotions) Company Space Emphasis on Direct Messaging (features, benefits) can be controlled 2 3 webite retail event airplane active club radio Classifying Experiences 5 nc tio 7 tic 3 A 4 5 Emotional s he Rational Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money MIND / REASON Virgin BZs Meaning t es Fu n 2 4 6 7 6 HEART / EMOTION Personal Space can be influened Conclusion Focus: A branded network of business creates added value and lifestyle to customers. Slide 25: Research Experience User Experience CE Market Banking Retail Banking System Services Banking Trends Bank is a meeting place . Banking as a lifestyle decision . Banks can make your dreams come true . Branded business network . Classifying Experiences Case Study * Q110 * Umpqua * Banca Intesa * BMW Finance * Virgin Money Conclusion Slide 26: Experience Design in Banking Sector Experience Concept Substantial Su rf e ac Realization Design Elements re S l ke et on St c ru tu Organization Sc op e User Scenario User Needs gy S a tr te Key Opportunity Slide 27: Experience Design in Banking Sector Experience Concept shape the life Social Network enhance the service value Human-interaction Banking Your Life Substantial S f ur ac Realization Design Elements e e e Sk t le on Bank Travel St r t uc Organization ur o Sc pe User Scenario gy St r e at User Needs Key Opportunity Savings Checking Investment Insurance Fund Planning : Education Family ... Vacation Planning Transportation A Global Branded Network : Accommodation Your Local Currency Exchange Travel & Financial Earning Credit Advisor Entertainment Your Global Travel Advice Travel ... Partner Slide 28: Experience Design in Banking Sector Experience Concept Bank A Global Branded Network: Opportunity Travel * Your Local Travel & Financial Advisor * Your Global Travel Partner Target of New Bank Substantial S f ur ac Realization Design Elements e e Sk e t le on High Margin Niche Market Insurance Day-to-day banking Investment Travel Planning St r t uc Organization ur NEW BANK Travel & Financial Needs Upward Mobility Youth Market o Sc pe User Scenario gy St r e at User Needs Mass Market Low Margin Mass Market Key Opportunity Slide 29: Experience Design in Banking Sector Experience Concept Bank Opportunity Travel Mass Marke NEW BANK Travel & Financial Needs Upward Mobility Youth Market Global Branded Network Substantial S f ur ac Realization Design Elements re n e Sk e el to Local Global r St uc tu Organization o Sc pe User Scenario gy Local People Trusted Advice Financial Investment Travel Planning Insurance Info Sharing Client Service Convenient Economical Easy Security Global Traveller Best Experience Travel Security Money Exchange Minimum Cost Maximum Credit S tr e at User Needs Key Opportunity Slide 30: Experience Design in Banking Sector Experience Concept Local User Needs Different Role Play with The Same Service Quality Global Global Vision Local Mission Substantial S f ur ac Realization Design Elements e n e Sk e el to Financial Service Travel Service St r t uc Organization ur o Sc pe User Scenario gy Program Investment : Fund Deposit Loan Motion St r e at User Needs Finance Consultancy Network Connection Study abroad Short - term inhabit Key Opportunity Management Financial Planning Slide 31: Experience Design in Banking Sector Experience Concept Local User Needs Different Role Play with The Same Service Quality Global Global Vision Local Mission Substantial S f ur ac Realization Design Elements e n e Sk e el to Financial Service Travel Service St r t uc Organization ur Before During o Sc pe User Scenario Travel Account : save money for travel earn mileage credit best exchange rate credit card Travel Advice : travel planning local guide network vacation exchange Travel Experience : personal travel guide local guide kits local event message St ra t y eg User Needs Key Opportunity After Slide 32: Experience Design in Banking Sector Experience Concept User Scenario Financial Program Setting Long-term Global Vision Achieved by Local Mission Travel Program Total Solution with long-term life and short-term happiness Substantial S f ur ac Realization Design Elements re n e Sk e el to Local Finance Global Travel r St uc tu Organization o Sc pe User Scenario gy Manage Center Financial Magazine Financial Report People Meeting Place Culture Event Travel Kits St r e at User Needs Financial Kits Key Opportunity Financial Product Service Personal Professional Advisor Meeting New People Travel Product Service Slide 33: Experience Design in Banking Sector Experience Concept Company Space can be controlled Emphasis on Direct Messaging (features, benefits) Emphasis on Brand Building (beliefs, values, emotions) Finance Travel Financial Report Financial Magazine Financial Kits Substantial Su rf e ac Realization Design Elements Rational Program Sk el et on Book Store Meeting Place Culture Event Internet Caffe St r t uc Organization e ur Manage Center Advisor Emotional o Sc pe User Scenario gy Travel Kits r St at e Social Network User Needs MIND / REASON HEART / EMOTION Key Opportunity Personal Space can be influened Slide 34: Experience Design in Banking Sector Experience Concept Substantial S f ur ac Realization Design Elements e n e Presenting a New Global Sk e el to St r t uc Organization ur Experiential Bank o Sc pe User Scenario gy St r e at User Needs Provides Local Financial Service & Global Travel Network For Upwardly Mobile Youth Key Opportunity Slide 36: Local Finance Global Travel Longterm Investiment travel plan fund investment travel deposit travel insurance New Innovative Revenue Structure Conventional Revenue Structure credit card Financial account Mileage account business Slide 37: The people who prefer to create a joyful, crazy, convivial, and creative atmosphere. people Slide 38: scenario: local customer Slide 39: is the place mainly make customers come to meet their advisor to discuss their travel and finance plans. Manage Center Private meeting room Event Space Cafe discussion space 70% for Finance 30% for Travel Located on ( the local city ) : * station * SOHO zone place Slide 40: 3 years with 5 cities travel: Create your travelling life Outline your world Deposit $$ x ( 1 + G %/ 12 ) Investment 3 Group Funds : airline , hotel , leisure industry easy easy Enjoy the travel with " goeasy " Slide 41: scenario: global traveller Slide 42: Meeting Place provides the customers as a network point that they can meet people there to exchange the travel information, to have a guide preview the travelling city. Event Space Open meeting space Internet cafe Book Store 70% for Travel 30% for Finance place Located on ( the global city ) : * SOHO zone * airport * museum Slide 43: map Having "gokits” Download to the device kits Slide 44: Experience Design in Banking Sector build your brand experience Brand Value Customer Experience * sharing * network * interaction Slide 45: Experience Design in Banking Sector Thank you!