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UX STRAT Europe 2018: Marta Alcañiz, BBVA

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UX STRAT Europe 2018 presentation slides by Marta Alcañiz of BBVA: "Experience Strategy for an Award-Winning Banking App"

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UX STRAT Europe 2018: Marta Alcañiz, BBVA

  1. 1. …for an Award-Winning Banking App BBVA Experience Strategy
  2. 2. Design in BBVA We are shifting from “Design as Production” to transforming BBVA into a human centered service organization where Design is embedded into the organisation’s DNA. Design as production Top management bets for design Our new brand and Design language Scaling Design globally Enabling employees Driving strategic result Design in DNA
  3. 3. What's in BBVA's 
 digital strategy?
  4. 4. A Data based company with a clear purpose
  5. 5. The virtuous triangle Data & Technology
 Cutting edge tools allow us opportunities to assist our customers like never before. Design experience
 Our goal is to provide excellent service experience that goes beyond a traditional banking role. BBVA Business
 All businesses are about dollars and cents. The intention is to turn a profit.
  6. 6. Agile Team Agile as an accelerator… Tech Design Business Digital Transformation Spain
 Multidisciplinary team, working in Agile Data Security
 etc Riesgos 19 Business Programs: Do it yourself,Smart interactions, Mobile Experience,Open market,My manager in my App,etc Split into 63 Scrums 600 people as a part of the DigitalTransformation plan
  7. 7. Design methodologies Strategic design / Big picture Agile / MVP
  8. 8. Experience Business Disruption Services which help people to make the best financial decisions. Product & services focus on mobile experience. Preparing for the short 
 term future. Valora Bconomy Data for building trust and engagement Capitalize on consumer interaction Consumer data and consumer behavior Data for shaping the future 3rd party consumer data PSD2 GDPR Trust circle 3rd party consumer dataE2E digital experiences 92% Consumer data for…
  9. 9. An example John, 36 years old Teacher. Single. Lives in Madrid and shares a flat with a co-worker. He has an income of €1,400. He uses two accounts in different banks; BBVA and ING. He uses the BBVA account for his day- to-day transactions. He uses the ING account to save. Data…to anticipate
  10. 10. An example 3rd party data Making business
  11. 11. A data based company A new customer centric purpose Virtuous triangle Agile as an accelerator BBVA digital strategy
  12. 12. Driving strategic results Best Banking App 2017
 Customer satisfaction and Forrester acknowledge
  13. 13. The Challenge (Sep 2017)
 Re-think the Experience Design Strategy with three clear objectives. Bring new brand purpose “Creating opportunities” to people. Enhance commercial capacity. To make the best of user interactions. Offer new services to help people to make the best financial decisions. 1 2 3
  14. 14. Bring new brand purpose “Creating Opportunities” 
 to the Spain App experience 1
  15. 15. “Bringing the edge 
 of opportunity to everyone” Convenience Transparency Amazing Empowerment Effortless
 “My bank is in my mobile phone” No Surprises
 I understand, I remember and I know how to explain. Delightful They are interested in me and surprise me Skillful I’m at the wheel
  16. 16. Convenience
 “My bank is in my mobile phone” • Becoming a new customer is very easy.
 • I can do most banking process from my app.
 • If I need help, I always have it on hand and no waiting.

  17. 17. Transparency
 “I know what is going on.” • End to end operations on products and services in a contextual way.
 

  18. 18. A design System
  19. 19. Listen constantly to the user
  20. 20. 2 Creating meaningful services with a purpose Smart decision making
  21. 21. Bconomy Valora Helping our customers to improve their financial situation Helping our customers to plan the purchase of their first home Discovering new services
  22. 22. Empowerment “BBVA helps me to improve my Financial Health” Bconomy 
 Combine user data and behavior to help them make better financial decision
  23. 23. 75 100 Automatic diagnosis supported by four variables Monthly savings Home expenses Debt Economic Freedom Tools for making plans / BBVA proactivity Budgets Goals Benchmarks My Day to Day
  24. 24. Amazing
 “BBVA helps me to achieve my personal goals” Valora 
 Valora helps our customer and non-customers in making the decision to purchase a new home
  25. 25. 3 Enhance commercial 
 capacity
  26. 26. The results
  27. 27. x 2.3 Bconomy x 1.2 Valora x 11 Future
 movements x 2.4 Bizum 1. Improve visibility for new experiences
  28. 28. x 1.9 CREDIT cards x 1.7 PENSION 
 plans x 1.2 CURRENT 
 accounts x 1.7 INVESTMENT 
 funds 2. Drive growth in digital sales
  29. 29. ¡Muchas gracias! marta.alcaniz@bbva.com @kapicuak

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