Presentation at Service Design 2011, by Opher Yom-Tov

1. Designers on the Inside
Lessons from within a large service organisation
Service Design 2011 – May 3, 2011
Opher Yom-Tov
National Manager – Customer Centred Design & Innovation
Service Design 2011 – May 3

2. I work for a bank

3. The wealth management arm of the bank

4. We provide these services
Financial planning
Superannuation
Investment administration
Insurance
Private banking
Managed funds
Retirement products

5. YAWN

6. Financial services
• Boring
• Conservative
• Risk averse
• Uninspiring
• Design desert

7. Financial services
• Massive impact on people’s lives
• Enables people to live their dreams
• Boring
• Touches 10 million people
• Conservative
• Really big budgets
• Risk averse
OR
• Opportunity to transform a conservative
• Uninspiring
industry as a shining light to others.
• Design desert
• Incredibly complex
• Highly constrained

8. Financial services
• Massive impact on people’s lives
• Enables people to live their dreams
• Boring
• Touches 10 million people
• Conservative
• Really big budgets
• Risk averse
OR
• Opportunity to transform a conservative
• Uninspiring
industry as a shining light to others.
• Design desert
• Incredibly complex
• Highly constrained

9. Here’s where the problem starts
We sell a commodity

10. $
+
$
more
Term Deposit

11. $
+
$
more
+ service
Term Deposit

12. $
more
$+$+$+
Mortgage

13. $
service +
more
$+$+$+
Mortgage

14. $+$+$+
more
$
Superannuation

15. $+$+$+
more
$
+ service
Superannuation

16. $+$+$+
$
more
Insurance

17. $+$+$+
$
more
+ service
Insurance

18. Service is our most powerful differentiator

19. only sustainable
Service is our most powerful differentiator

20. 10
things I’ve learned
as a service designer on the inside

21. 1
A journey of a thousand miles
begins with the first step

22. Aspira!on
Now
!me
Future

23. Ideal
future vision
state!
Aspira!on
Now
!me
Future

24. Ideal
future vision
state!
Aspira!on
The first
“baby step”!
Now
!me
Future

25. 2
Service design can bridge silos

26. Silos within silos within silos within silos within silos within silos within …..
Banking vs wealth
Business vs consumer
$2.5M+ $1M-2.5M $100k-1M
Insurance, superannuation, mortgage, credit cards,
deposits, private banking, branches, online

27. Pic - Mortgage insurance and mortgage

28. 3
Sometimes, there isn’t a journey

29. Financial Advice for Affluent customers
Bespoke Financial Advice for High Net Worth Customers

30. 4
I see a framework,
you see a concept

32. 5
Always in beta
(& start live prototyping early)

33. capture
deliver
create

34. capture
deliver
create

35. Role playing a private banking client experience
35

36. Private Bank ideal client premises
36

37. Live prototyping with staff

38. 6
If you squint,
a bank looks like a technology company

39. If you squint, banks are technology
companies

40. 7
Technology is important,
but humans still make a service special

41. Photo of ikea self assembly

45. 8
Always wear two hats:
Designer and Teacher.

46. Building service design
capability across the bank
Learn
Learn
By
Broad
Doing
Skills
PROJECTS
TRAINING
46

47. 9
Courageous and enlightened leaders
enable great service design

48. Vision
Goals
Where to Win
Customer
How to Win Centred Design
Measures
48

49. 10
Services can face inwards too

52. In summary …
1 A journey of a thousand miles begins with the first step
2 Service design can bridge silos
3 Sometimes there is no journey
4 I see a framework, you see a concept
5 Always in beta (start prototyping early)
6 If you squint, a bank looks like a technology company
7 Technology is important, but humans still make a service special
8 Always wear two hats: designer and teacher
9 Courageous and enlightened leaders enable great service design
10 Services can face inwards too

53. Thank You.
Opher Yom-Tov
National Manager – Customer Centred Design & Innovation
Service Design 2011 – May 3