The user interface is the medium to influence behavior. Connecting measurable business strategy to UX design yields channels that improve investment, transactions, and reduce cost. I share principles and examples that improve channel effectiveness.

5. Performance and Persuasion Design Performance + Persuasion = conversion, contribution, uptake, usage… Performance Design can do Persuasion Design will do Validation Design Assessment Strategy Science

6. Usability + Persuasion, Emotion, and Trust = Optimized UX

7. Collaboration with Industry Leaders Financial Design

8. 1. Surviving in a Digital World Adapt or Die…

9. The Evolution of Digital The Second Coming… The .com Bubble The Web is Born Networking Mainframes Rule

14. 4. Social Computing 1995 1997 Today…

15. 5. User Generated Content Millions of Content Creators (Consumer) Thousands of Publishers Web-based Content

17. What are the Implications?

18. 1. Changing User Needs… http://innovationfeeder.wordpress.com/2008/02/01/what-people-are-doing-online/

19. 2. Business Needs to Catch Up Digital Technology Users Business Digital Technology Users Business Strategy Strategy

20. 3. Digital Empowerment of Users Users Business

21. 4. Adapt or Die…

22. The “Banking/Investment Ecosystem” of Old Concierge Consultancy, Collaborative Self-Service High Net Worth Mass Affluent (Investment) Banking Institution Online Mobile Email Statement Online Financial Advisor Financial Advisor Statement CSR Credit Cards Checking Account CD Savings Account Mortgage Portfolio

23. The Evolution of the “Banking Ecosystem” Banking Mass Affluent (Investment) Banking + Mass Affluent (Investment) Concierge Consultancy, Collaborative High Net Worth Institution Online Mobile Email Statement CSR Credit Cards Checking Account CD Savings Account Mortgage Portfolio Credit Cards Checking Account CD Savings Account Mortgage Financial Advisor Institution Online Mobile Email Statement Online Financial Advisor Statement CSR Portfolio Consolidated Statement

24. The New “Banking/Investment Ecosystem” Banking + Mass Affluent High Net Worth Institution Advisor Investor

25. Financial Institutions are Changing Forever Vanishing Act: Wall street is disappearing through mergers and acquisitions – and recent failures

26. Financial Institutions are Changing Forever

27. Financial Institutions are Changing Forever

28. Mass Affluent ROI

30. Understanding Customers is Key

32. Optimizing a Multi-channel Experience Apply Research Transact Feedback Support Website Branch Call center Website Branch Branch ATM Mobile Secure Website Email Mobile Call center IVR

35. Strategic Initiatives and Digital Technology SI SI SI SI Company Strategy

36. Strategic Initiatives and Digital Technology SI SI SI SI Company Strategy SI SI SI SI

37. Business Strategy Converges on User Experience C A B Competitive Landscape Business Strategy & Vision Target Audience Data Applications Technology IT Infrastructure

38. Staying Ahead by Looking at the Future Where do you want to be? How do you get there? Where are you now?

39. Stakeholder Visioning Concrete and operational… Priorities of Individual Stakeholders Siloed and disconnected… Unified and Executable Vision Greater agility Better access to company knowledge Competitive advantage Faster time to market Lower costs Higher employee satisfaction Stakeholder visioning

40. Stakeholder Visioning Priorities of Individual Stakeholders Unified and Executable Vision Stakeholder visioning

41. Assessing Current State How do you get there? Where are you now? Where do you want to be?

42. Understanding the User Age: 54 Gender: Male Role: Manager … Who? Where? What? Mental Model User Persona

43. Understanding the User

45. Understanding the Current Assets Bank Bill Pay Utilities Payment Gateway Retail Funds Transfer Other Banks Investments / SIP AMC Premium Payments Insurance Trading Brokerage

46. The UX Metrics Dashboard

47. UX Metrics Synthesize Analytics and Strategy Cross-channel UX Dashboard Channel UX Score Scorecards Track / Compare Track / Compare Channel Best Practices Personas & Scenarios Key Pages / Prompts Persuasion, Emotion, Trust

49. 2. Migrating Account Holders The New Bank…

50. The New “Banking/Investment Ecosystem” Banking Mass Affluent (Investment) Banking + Mass Affluent (Investment) Concierge Consultancy, Collaborative High Net Worth Institution Online Mobile Email Statement CSR Credit Cards Checking Account CD Savings Account Mortgage Portfolio Credit Cards Checking Account CD Savings Account Mortgage Financial Advisor Institution Online Mobile Email Statement Online Financial Advisor Statement CSR Portfolio Consolidated Statement

52. Stepping Back and Thinking Big Investor eChannel Value Proposition Relevant Up-sell Research Personalization Expert Advice Enhanced RM-Investor interaction Decision Support Podcasts Videos Integration of rich media elements Web 2.0 & 3 rd Party Sites Software Tools Online Resources Other Relevant reports Blog Upload Rate Collaborate Apps Tag Discuss Wiki

53. Performance and Persuasion Design Performance + Persuasion = conversion, contribution, uptake, usage… Performance Design can do Persuasion Design will do Validation Design Assessment Strategy Science

54. Persuading in Design: Get Me to Contribute

55. Persuading in Design: Get Me to Collaborate

56. Persuading in Design: Get Me to Collaborate

57. Get Me to Research!

58. Get Me to Take Action!

59. Designing for Both the Investor and Advisor  Funds  Portfolio  Advisors £ Commissions  Forms  Tools  Investors (Clients)

61. Designing for Both the Investor and Advisor

63. HNW Ecosystem of Tomorrow Paper Statements Custom tools Backend (Accounting system) Clients go to BBHOnline first BBHOnline better integrated with BBH’s systems and enables RMs to answer client queries Greater use of site Reduced need for paper statements RM tools better integrated into the site Reduced number of calls about data errors Designates Client Client Presentations RM

64. From Concept to Design…

65. Consider Starting with the Advisor!

66. Investors are a Subset of the Advisors World

67. 3. Know Me, Serve Me, Sell Me The More You Know…

68. Account Centricity – The more you know… prospect conversion account holder Research Analyze Transact Monitor Research Analyze Transact Monitor

69. Account Holders Should Authenticate prospect conversion account holder Content Transaction Utilities

70. Think Utility

72. Early Authentication: Journeys and Benefits Login Funds Information Search Tools Buy Funds Information Search Tools Researching and buying funds happens along with portfolio management Registration process New investor can initiate buying from the flat site Portfolio “closes the loop” and shows funds bought (from flat or from within secure area) Step 1 Step 2 Step 3 Step 4 Step 5 Buy Funds Home Login Home Funds Portfolio Funds

74. Portfolio Centricity Relative Tab-Only Usage Statistics Actual Usage Statistics Periphery content Homepage, login, etc. Portfolio tab All other tabs (2%) Unaccounted for 53% 32% 13% Portfolio tab All other tabs 94% 6%

75. My Stuff… “ How am I doing?” Total worth, performance over time, gains/losses, asset allocation… “ What can I do?” Transactions (trade, transfer, etc) as well as contextual tools and supporting links provide the ability to act on the information “ Help me decide” Research, News, and Quotes naturally group together - helping the investor decide what’s next, or just helping them keep on top of the market as a whole. “ Tell me about other opportunities” Financial Planning, Wealth Management, and other investment services, while not always on the top of the investor’s mind on a given visit to the site, are of great value as well. “ Let me manage my environment” Custom settings, account naming/grouping, and other preferences are available to help the user tailor their online experience. My stuff Other investments I may be interested in What other things can you do for me? Administrivia (rare access)

76. Information Architecture – High-Level My Portfolio News Quotes and Research Investment Services Preferences Search - Contact FA - Help - Feedback SmithBarney.com Financial Planning My stuff Other investments I may be interested in What other things can Smith Barney do for me? Administrivia Summary Investment Accounts Bank Accounts Watch Lists Overview Equities Mutual Funds Fixed Income / CDs Bonds Overview Managed Money Investment Products Tax Center Security Settings Notifications Account Management Overview Financial Planning and Wealth Management Financial Education

78. My Portfolio – The Starting Point How am I doing as of today? How am I doing over time?

79. My Portfolio – The Starting Point

80. My Portfolio – The Starting Point

81. Actions are Contextual to ME and Where I Am

82. Always Show the Whole – Even at the Detail…

83. 4. Seven Takeaways Evidence Driven Innovation

87. 4. Persuasion in Design Performance + Persuasion = conversion, contribution, uptake, usage… Performance Design can do Persuasion Design will do Validation Design Assessment Strategy Science

88. 4. Persuasion in Design Persuade me to… Contribute Collaborate Take Action Research

89. 5. Remember the Advisor  Advisors £ Commissions  Forms  Funds  Portfolio  Tools  Investors (Clients)

90. 6. Portfolio Centricity My stuff Other investments I may be interested in What other things can you do for me? Administrivia (rare access)

91. 7. Keep Innovating (Empirically) Where do you want to be? How do you get there? Where are you now?

93. HFI’s UX Strategy Framework

94. Thank You Headquarters 410 West Lowe Fairfield, IA 52556 Phone: (800) 242-4480 (641) 472-4480 Fax: (641) 472-5412 Boston 1050 Waltham Street, Suite 410 Lexington, MA 02421 Phone: (781) 860-7200 Fax: (781) 860-7979 Baltimore 1720 Thames Street Baltimore, MD 21231 Phone: (410) 327-1012 / 1013 Fax : (410) 327-1014 Mumbai, India Unit 7, Srishti Plaza, Next to Killick Nixxon, Off Saki-Vihar Road, Andheri (E), Mumbai 400072 Phone: 91 (22) 40170400 Fax: 91 (22) 2847 5554 Bangalore, India 310/6 HR Complex, 2nd Floor Koramangala, 5th Block Bangalore 560 095 Tel: +91 (80) 5150 7221/22/23 Fax: +91 (80) 5150 7220 San Francisco 235 Montgomery Street Suite 810 San Francisco, CA 94104 Phone: (415) 765-0962 Fax: (415) 765-0961 London, UK Winchester House 259-269 Old Marylebone Road London NW1 5RA UK Tel +44 (0) 20 7170 4164 Fax +44 (0) 20 7170 4161 China 407, No. 555, Nanjing Road West Shanghai, China 200041 Phone: +86-21-52132046 Fax: +86-21-52132062 Chicago 8700 W. Bryn Mawr Avenue Suite 800 South Chicago, IL 60631-3507 Phone: (773) 714-2362 Fax: (773) 714-4910 Minneapolis 8400 Normandale Lake Blvd, Suite 920 Minneapolis, MN 55437 Phone: (952) 820-4442 Fax: (952) 921-2306 New York 95 Morton Street Ground Floor New York, NY 10014 Phone: (212) 905-3495 Pondicherry, India Aurelec Premises, Prayogashala Kuilapalayam Village Auroville 605 101 Phone: +91 413 26232 95/96 Fax: +91 413 2623297 Singapore 9 Raffles Place, Level 58 Republic Plaza, Singapore 048619 Tel: +65 6823 1368 Fax: +65 6823 1377 [email_address]