This document provides an introduction to Customer Centered Design (CCD) at BTFG. It discusses building a world-class team with expertise in areas like service design, interaction design, human factors, visual design and business factors. It highlights some early successes using CCD including products like Asgard Infinity eWrap and LifeCentral. The document then discusses key aspects of CCD including insight through empathy, experimentation, and creative collaboration. It emphasizes the importance of understanding customers, testing ideas through prototyping, and bringing together cross-functional teams to generate and build on ideas. The goal of CCD is to design desirable, viable and feasible solutions that meet customer needs.
5. How do you get better, more creative
ideas and solutions for people?
6. Service Designer Innovation Coach Interaction Designer
Designing the entire Guiding and advising on how Creating compelling digital
customer journey across all best to apply CCD. Quality experiences that dovetail with
touchpoints, as well as the control. an entire multi-channel service.
supporting backend
elements.
We are introducing new capabilities
Human Factors Visual Designer Business Factors
Specialist Condense complexity into Bring a business lens to CCD.
Conduct and facilitate visual simplicity. Online and Prototype and iterate business
empathic customer research. offline. models.
Extract insights.
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7. Building a world class team
Helsinki
Oslo
London
Iowa City
San Francisco
Silicon Valley Shanghai
Sydney
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8. Some successes so far
Asgard Infinity eWrap LifeCentral
BT Super for Life BTFG Employee Value Proposition
16. Start here
We believe…
Desirability
Will customers want it?
Successful
financial
services live
here
Viability Feasibility
Is there a strong Can we deliver it?
business case?
We are using Customer Centred Design to create successful solutions
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17. It is an approach to innovation that starts with
understanding people.
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18. At it’s core, it is about keeping the customer at the
heart of what we do. To help us do that there are
3 things.
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41. “Success is going from
failure to failure without
losing enthusiasm.”
Winston Churchill
Experimentation
42. 3. Creative Collaboration
“The secret is to gang up on the problem,
rather than each other”
THOMAS STALLKAMP
43. Creative collaboration is…
respectful & cross functional
fuelled by inspiration & insight
enabled through story telling
and a shared memory
optimistic & generative
building on ideas
(oh and some one needs to be the grown-up)
Creative collaboration
Until recently, the banks felt steady, secure, solid … and able to withstand anything the economy threw at them
Very soon, our biggest competitors won’t be the other banks. They’ll be 2 friends in a garage with a PC and an idea. We probably won’t be out-resourced, but we risk being out-innovated. Historically, we’ve approached the future in the following way…
Very soon, our biggest competitors won’t be the other banks. They’ll be 2 friends in a garage with a PC and an idea. We probably won’t be out-resourced, but we risk being out-innovated. Historically, we’ve approached the future in the following way…
The answer to this begins with a small product design company established in Silicon Valley, over 30 years ago at the birth of the PC era. A company called IDEO.
The founder, a friend of Steve Jobs, was approached by Steve to design the first consumer mouse. IDEO also designed the first laptop, and is listed listed on the initial patent for a folding, portable computer. how do you design the first of something when there is no precedent? How do you prove that it’s going to be successful? If you’re designing the first mouse, you can’t simply go out and survey existing mouse users about their preferences. So IDEO focused on the potential users of the mouse. By understanding their behaviors, needs, approach to engaging with information and how they hold objects, they were able to identify what might be important to people when using a mouse. In order to conduct this research, they hire social scientists – anthropologists, psychologists … who would interview and observe people alongside engineers and designers.
They honed their approach on thousands of projects. What they had refined was an approach to problem solving and innovation that can be applied to any problem that has a user of customer. Therefore, not just for product development but also for services, strategies etc. Clients started to approach IDEO to learn the approach, which often uncovered customer needs that they hadn’t identified. Fast forward 30 years. IDEO now tackles big complex problems for governments, non profits and corporates. The above is a project they did for Bank of America, creating enhancements to their debit card. IDEO designers observed people shopping, withdrawing and managing their accounts. They noticed the frustrations people had dealing with change from cash – keeping it in a jar at home. They noticed how some people round up cheques to their utilities to ensure they always had a positive balance. From these observations they developed the concept that every time a customer spends with their debit card, the rounded up amount is transferred to their savings account. Therefore, as they spend they save. This idea has now been adopted by many banks around the world.
This approach to innovation is now described as design thinking and is now being adopted by companies, non profits and even governments around the world.We are actively building a culture of innovation by applying design thinking.
Once you’ve understood your customers on a deeper level and identified unmet needs and opportunities, don’t rush to the finish line with the first idea that emerges. Entertain many options and find a way to test them cheaply and quickly. In the above picture, we are testing various service experiences for a High Net Worth individual at our private bank. These two staff members are role playing in front of their peers from across the business. We can test many options quickly and cheaply, before investing heavily in an idea that might not be attractive to customers.
In addition to service experiences, we are also prototyping spaces.
digital experiences…
In order for prototyping to take hold inside an organization, you must be willing to fail. You need to create a culture that gives people permission to try without fear of failure. This is a big reason that design thinking has taken root inside our company. We have leaders who actively support the approach and give permission to their staff to engage.
I briefly mentioned the importance of creating collaborative teams that solve the problem together…
In order to successfully innovation, you need a culture that exhibits these qualities. If you squint, everything I’ve discussed today describes an entrepreneurial approach. You need inspiring leaders who are entrepreneurs or seek out and support entrepreneurs. You need to hire for these qualities. Ask yourself whether your organization behaves like this.