apidays Dubai & Middle East 2022 - Open Banking and Digital Transformation - The Road Ahead June 29 & 30, 2022 Does Lipstick work? Craig Hughes, Vice President of Architecture at ENBD ------------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/ Deep dive into the API industry with our reports: https://www.apidays.global/industry-reports/ Subscribe to our global newsletter: https://apidays.typeform.com/to/i1MPEW

1. Does Lipstick
Work?
A case-study from a customer’s perspective
Photo by 𝐕𝐕𝐞𝐞𝐧𝐧𝐮𝐮𝐬𝐬 𝐇𝐇𝐃𝐃 𝐌𝐌𝐚𝐚𝐤𝐤𝐞𝐞- 𝐮𝐮𝐩𝐩 & 𝐏𝐏𝐞𝐞𝐫𝐫𝐟𝐟𝐮𝐮𝐦𝐦𝐞𝐞 from Pexels

2. 2022 SERIES OF EVENTS
New York
JULY
(HYBRID)
Australia
SEPTEMBER
(HYBRID)
Singapore
APRIL
(VIRTUAL)
Helsinki & North
MARCH
(VIRTUAL)
Paris
DECEMBER
(HYBRID)
London
OCTOBER
(HYBRID)
Hong Kong
AUGUST
(VIRTUAL)
JUNE (VIRTUAL)
India
MAY
(VIRTUAL)
APRIL (VIRTUAL)
Dubai & Middle East
JUNE
(VIRTUAL)
Check out our API Conferences
www.a pida ys .globa l
Want to talk at one of our conferences?
apidays.typeform.com/to/ILJeAaV8

3. Agenda
Background
Digital Failures
Lipstick?
The Story
Some Reflections
Closing Comments

4. Background
Expatriate
• South Africa
• Ireland
• UAE
• Denmark
Customer over 20 years

5. Digital Failures
• Fatigue from continuous change
• Agility without knowing what it means
• Silos
• Missing duality of digital

6. Lipstick?
• Customer facing – biggest impact
• Cool new products
• Customer Recognition
• Shareholders Attention
• But…
• It’s Superficial
• It’s Externally focused
• Stuck with legacy/past decisions

7. The Story
• Savings Account transfer
• It was blocked
• Called the Help Desk
• AML flag was raised
• Visit the Branch
And then… this happened!

8. Some
Reflections
• AML trigger?
• Account inactive?
• Branch Visit?
• AML Verification?

9. Closing
Comments
• Break down silos
• Understand the Customer Impact
• Focus on the strategy, not only
the requirement
But… It’s my bank!