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

I work for a bank

The wealth management arm of the bank

We provide these services

Financial planning Superannuation

Investment administration Insurance

Private banking Managed funds

Retirement products

YAWN

•  Boring •  Conservative •  Risk averse •  Uninspiring •  Design desert

Financial services

•  Boring •  Conservative •  Risk averse •  Uninspiring •  Design desert

•  Massive impact on people’s lives •  Enables people to live their dreams •  Touches 10 million people •  Really big budgets •  Opportunity to transform a conservative

industry as a shining light to others. •  Incredibly complex •  Highly constrained

OR

Financial services

•  Boring •  Conservative •  Risk averse •  Uninspiring •  Design desert

•  Massive impact on people’s lives •  Enables people to live their dreams •  Touches 10 million people •  Really big budgets •  Opportunity to transform a conservative

industry as a shining light to others. •  Incredibly complex •  Highly constrained

OR

Financial services

Here’s where the problem starts

We sell a commodity

$ +

Term Deposit

more $

$ +

Term Deposit

more $ + service

more $+$+$+

Mortgage

$

more $+$+$+

Mortgage

$ service +

$+$+$+

Superannuation

more $

$+$+$+

Superannuation

more $ + service

$+$+$+

Insurance

more $

$+$+$+

Insurance

+ service more $

Service is our most powerful differentiator

Service is our most powerful differentiator only sustainable

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

10

A journey of a thousand miles begins with the first step

1

!me  Now   Future  

Aspira!on  

!me  

vision  

Ideal future state!

Now   Future  

Aspira!on  

Aspira!on  

!me  

vision  

The first “baby step”!

Ideal future state!

Now   Future  

Service design can bridge silos

2

Banking vs wealth Business vs consumer

$2.5M+ $1M-2.5M $100k-1M Insurance, superannuation, mortgage, credit cards,

deposits, private banking, branches, online

Silos within silos within silos within silos within silos within silos within …..

Pic - Mortgage insurance and mortgage

Sometimes, there isn’t a journey

3

Bespoke Financial Advice for High Net Worth Customers

Financial Advice for Affluent customers

I see a framework, you see a concept

4

Always in beta (& start live prototyping early)

5

capture  

create  

deliver  

capture  

create  

deliver  

Role playing a private banking client experience

35

36

Private Bank ideal client premises

Live prototyping with staff

If you squint, a bank looks like a technology company

6

If you squint, banks are technology companies

Technology is important, but humans still make a service special

7

Photo of ikea self assembly

Always wear two hats: Designer and Teacher.

8

46

Learn By

Doing

PROJECTS

Learn Broad Skills

TRAINING

Building service design capability across the bank

Courageous and enlightened leaders enable great service design

9

How to Win Customer Centred Design

Goals

Where to Win

Vision

48

Measures

Services can face inwards too

10

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

Thank You.

Opher Yom-Tov National Manager – Customer Centred Design & Innovation

Service Design 2011 – May 3