UX STRAT Europe, Stefan Dieffenbacher: The User Experience Strategy Behind One of Europe’s Largest Digital Transformations

© Copyright 2015 Digital Leadership GmbH 1

Stefan F. Dieffenbacher at UXStrat Europe in Amsterdam – June 5th 2015

The User Experience Strategy behind one of Europe’s largest Digital Transformations

Digital Leadership2

© Copyright 2015 Digital Leadership GmbH

How has the average banking customer spent his time in 2014?

Branch Digital channels Source: Data from 5 of the top 20 banks in Europe, 2013-2014

Digital Leadership3


What % of customers went in 2014 in the branch?

Also used the branch Only digital channels

59.6% 40.4%

Source: Data from 5 of the top 20 banks in Europe, 2013-2014

Digital Leadership4


Usage behavior of channels in 2015 in %

Desktop / Browser Banking

Mobile Banking

Software (e.g. Quicken)

Cash / non-cash ATMs

Branch Source: Data from 5 of the top 20 banks in Europe, 2013-2014

Digital Leadership5


The digital channels are already #1 today.

The branch is the alternative channel.

Really?

Digital Leadership6


Sales numbers (by # and volume) in comparison

Branch Digital channels

Source: Data from 5 of the top 20 banks in Europe, 2013-2014

Digital Leadership7


Banks don’t manage to make money out of their online customers (yet).

Digital Leadership8


What is the strategy and design approach to develop an innovative and successful Digital Channels offering that meets user, business and technology demands?

Digital Leadership9


Background on the framework and approach

Digital Leadership10


The challenge: it’s a large field

Strategy Business Case / Plan typical gap typical gap –

partially covered by internal governance

Brand & Marketing

Global Brand strategy Design Go-live

communication typical gap –

no feedback loop

Tech Tech development Architecture typically no long-term view

typical gap – no feedback loop

UX UX details UX Concept typical no strategy typical gap – no feedback loop

Product Requirements Engineering, Pricing, Product development … typical not aligned typical gap –

no feedback loop

Strategy Conception Development Go-live Optimization Stage Discipline

Innovation Innovation Labs typical gap



The challenge: it’s a large field

Strategy Business Plan typical gap typical gap – partially covered by internal governance

Brand & Marketing

Global Brand strategy Design Go-live

communication typical gap –

no feedback loop

Tech Tech development Architecture typically no long-term view

typical gap – no feedback loop

UX UX details UX Concept typical no strategy typical gap – no feedback loop

Product Requirements Engineering, Product development … typical not aligned typical gap –

no feedback loop

Strategy Conception Development Go-live Optimization Stage Discipline

Innovation Innovation Labs typical gap

?

Are we integrating what we should?



Stakeholders! Expected Benefits!

Overall Direction! “The Product”! Costs! Business Case! Approach &

Plan!Stakeholder identification""Personas""Initial market & competitive analysis""Other inputs to needs!

Departmental inputs""Benefits identification""Benefits breakdown "BI & Analytics review""Initial opportunity identification"

Vision""Goals""Business objectives""Project Motivation"

Key user tasks""

Cross-channel experience journeys""

Scope Landscape""

Roadmap"""

Content org model"Site org model"

Technical architecture" "Draft cost breakdown""Initial project plan""Organisational setup post launch""Cost assumptions"

Business case""Funding options""Business Case presentation"

Initial draft plan till go-live""Project plan strategy & concept phase"

1! 2! 3! 4! 5! 6! 7!

The Digital Leadership Strategy Framework integrates all disciplines

The Digital Leadership Strategy LandscapeTMServices & Consulting for

Digital LeadershipDescription: Summary of key artefacts, jointly summarizing the cornerstone of a digital strategy that are to be created during a relaunch and to be maintained by governance.

Project: The Digital Strategy Framework

Subject: The Digital Strategy Landscape

Version: 5.0 (May 2014)

Author & Copyright: Digital Leadership GmbH

GOVERNANCE OPERATIONS

PRODUCT & SERVICES

CONTEXT DRIVERS

Segmentation

User Needs

Use Cases & User Journey

Business Strategy

Stakeholderobjectives

Quantified Benefits

Business Model

Business Objectives

Governance Model

OrganisationalCapabilities

Existing Operational Model

Sourcing Strategy & Partner Map

Security

Current IT Landscape

Field of Competition

Market trends

Current Product Performance

Vision

Project Motivation Statement

MeasureableBusiness Results

Pricing Model

Business Case

Defined Funding

Defined Maintenance Costs

Defined Develop-ment Costs

Defined Operating Costs

Expected Sales

Community Approach

Service Design

Supporting Products

Channel Strategy

Target devices

Positioning

Integrated MarComs Strategy

Target Architecture

Target Technologies

Target Platform

IntegrationArchitecture

User Experience

Interaction Design

Media Presentation

Brand

Design

Styleguide

Modules & Templates

Multi-Device Concept

Navigation Concept

Personalization Concept

Internationaliza-tion Concept

Structure Migra-tion Approach

Content Strategy

Content Model

Content Migration Approach

Scope Landscape

Functional Scope

Non Functional Scope

RequirementsBacklog

Governance structure

Change plan

Communication & trainings plan

Organisationalstructure

Roadmap Project plan

Config. & Release Management

Internal capability building

SW-Dev & QA - Approach

Risk Management

KPI Framework Performance Measurement

Continous improv. Approach

Multivariant Testing

Analytics Operations SLAs IT Operating Model

Business Processes & Workflows

Promotional Contents

Promotional Media

Compliance &Legal

SEO / SEM

Governance Product Development Measurement & Optimization Platform Operations

Channels & EcosystemDigital MarketingTechnologyPerceptionInformation ArchitectureContentScope

Customer Needs Business objectives Operational Context Business Context Project definition Financials

The Digital Leadership Strategy LandscapeTMServices & Consulting for




Version: 5.0 (May 2014)



PRODUCT & SERVICES

CONTEXT DRIVERS

Segmentation

User Needs

Use Cases & User Journey

Business Strategy

Stakeholderobjectives

Quantified Benefits

Business Model

Business Objectives

Governance Model

OrganisationalCapabilities

Existing Operational Model

Sourcing Strategy & Partner Map

Security

Current IT Landscape

Field of Competition

Market trends

Current Product Performance

Vision

Project Motivation Statement

MeasureableBusiness Results

Pricing Model

Business Case

Defined Funding

Defined Maintenance Costs

Defined Develop-ment Costs

Defined Operating Costs

Expected Sales

Community Approach

Service Design

Supporting Products

Channel Strategy

Target devices

Positioning

Integrated MarComs Strategy

Target Architecture

Target Technologies

Target Platform

IntegrationArchitecture

User Experience

Interaction Design

Media Presentation

Brand

Design

Styleguide

Modules & Templates

Multi-Device Concept

Navigation Concept

Personalization Concept

Internationaliza-tion Concept

Structure Migra-tion Approach

Content Strategy

Content Model

Content Migration Approach

Scope Landscape

Functional Scope

Non Functional Scope

RequirementsBacklog

Governance structure

Change plan

Communication & trainings plan

Organisationalstructure

Roadmap Project plan

Config. & Release Management

Internal capability building

SW-Dev & QA - Approach

Risk Management

KPI Framework Performance Measurement

Continous improv. Approach

Multivariant Testing

Analytics Operations SLAs IT Operating Model

Business Processes & Workflows

Promotional Contents

Promotional Media

Compliance &Legal

SEO / SEM

Governance Product Development Measurement & Optimization Platform Operations

Channels & EcosystemDigital MarketingTechnologyPerceptionInformation ArchitectureContentScope

Customer Needs Business objectives Operational Context Business Context Project definition FinancialsThe Digital Leadership Strategy LandscapeServices & Consulting for




Version: 3.2 (Jan 2014)



PRODUCT

CONTEXT DRIVERS

Business

Technology

Brand

User Experience



Big Picture / Strategy

The High Level Project approach

5 people 6 weeks

March

Longer-term strategy

Ongoing Releases (UX + Solution Definition)

Dashobard

Communication Centre, Advice dialog

Save & Invest

Personal Finance Manager

Product Information

Navigation and Search

Profiles and personalization

Multiuser Banking, becoming a customer

Development of key concepts (2 weeks = concept)

Retail and private personas

KPI frameworkRisks & Critical Success factorsInitial legal reviews

Business alignment

RetailPrivateBusiness

Needs and capabilities

Online Business StrategyCampaign Aligments

MarComs

Scope landscape 2015, 2016/2017, long term

Roadmap creation

6 members team

15 April - 4 Octoberduring 21 weeks

526 man days

6 people 25 weeks

Dashobard


Save & Invest


Product Information







Business alignment




MarComs


Roadmap creation

6 members team


526 man days ≈12 people 35 weeks (ongoing)

Dashobard


Save & Invest


Product Information







Business alignment




MarComs


Roadmap creation

6 members team


526 man days

Dashobard


Save & Invest


Product Information







Business alignment




MarComs


Roadmap creation

6 members team


526 man days

April May June July August September October November December

Total effort Ca. 3.000 PD by DL

Ongoing Releases (Software Development, not done by DL)



Phase 1 Big Picture



Segmentation overview and prioritization

# Customer intelligence segmentation

Group size in thds Emotional segment

General priority for the bank

Strategic priority Digital Channels

Revenue in EUR

1 Retail plus 6.397 AB12 1 5 €167 2 Retail partnership 811 Partnership Seeker 2 4 €458 3 Retail dependent 1.019 Dependent Faithful 1 4 €666 4 Cusio HiPo 694 Distant Functionalist 4 5 €200 5 Priority 616 Partnership Seeker 5 1 €2.763 6 Save and Investors 804 Dependent Faithful 4 1 €504 7 Nexus Retail 781 Distant Functionalist 3 5 €185 8 Evolvers 397 Dependent Faithful 4 3 €389 9 Youngsters 448 Distant Functionalist 3 5 €160 10 Evolvers HiPo 118 Partnership Seeker 5 5 €677 11 Saver 2.352 B3 3 4 €1.481



! !

Arno Dübel „Retail partnership seeker“!Prio 1-5!

Banking behaviour and attitude !

Number of banks! 2 (Sparkasse Lüneburg, Volksbank)!

Primary bank ! Sparkasse!

Banking likes ! Better than average conditions, quality, agreeable but somewhat business-like atmoshpere, late opening hours, politeness!

Banking dislikes! Automated bank without employees, ineffective handling of her issues, not precise information!

Banking fears ! Handling her affairs not effectively because they do not know her background enough!

Service frustrations ! Not enough attention, different information from different bank staff!

Literacy and devices!

Computer Literacy! Medium, rarely buys online!

Finance Literacy! Reads finance news on the internet and newspaper, modest knowledge but high interest, discussing business options with financially educated friends!

Devices! PC, Windows phone, Android tablet ( jointly used by partner)!

Proposition Matrix!

Brand affinity ! Weak Advocate!

Products u. Mngmt! Current and savings account, little investment!

Advice type ! Personal, detailed, deeply sensitive, regular contact, proactive, does not want to have advice on familiar products, email!

Financial evolution! Savings and investment!

Up and cross selling! Bonds and funds, personal loan!

Key data 5!Age: ! 54!

Location: ! Berlin!Language: ! Deutsch!

Education: ! BA, Univ.!Income: ! €1 k!Assets: ! €5k!Group size ! 823 000! !Lifestyle!Background: !•  Lives together with husband!!Life goal: !•  Having kids!•  Career is less important then a good quality of life!!Life events: !•  Having kids, traveling !•  helping parents!

5!Top Prio: 5!



“I want to save for my grand-children”

“I want to retire before 60”

Awareness

Interest

Purchase

Service & Support

Loyalty

1

2 3

4

5

I need...

“I want to finance my first car”

“Invest in a way that yields enough return for the time when my kids will be grown up”

“find the next branch”



Benefits sought

Improved service- Areas

Family bankingDaily banking

Fin. analysis & planning

Information

Payment features

Save & invest

Help & supportNotifactions

Advice

Efficiency

Ubiquity (everywhere)User Experience

Human

Simplicity

ProactivitySecurityControl

Flexibility

Improved service - Attributes

Human

SimplicityControl

Proactivity

Usable product info.

Higher share of wallet- Attributes

Higher share of wallet- Areas

Discovery of products

Long-term fin. advisoryProduct infos - loans

Information

Efficient purchasing

Family banking

Higher share of wallet- Tools

Simulations

Help & SupportAdvice

Trust

InformationRewards

Social & sharing

Advice

ControlVoice

Customer Retention

Human advice

Simplicity

Activation- Attributes

Activation- Areas

Help

InformationOvercoming resistance

Discovery of products

Simple product infosInformation

Comparing products

Detailed product infos

Family bankingEfficient purchasingProduct infos - loans

Personalization

Acquisition- Areas

Simulations

Acquisition- Tools

Based on an assessment of the eleven segmentsVery important ImportantCritical

significantly more important

Gaining a deep understanding of user needs



User needs “I want to be

supported with my savings” “I want to retire

before 60”


“Invest in a way that yields enough return for the time when my kids will be grown up” “I need to

find the next branch”



User needs

Business goals Decrease of

maintenance costs

Responding quickly to market needs has

become critical Move defined

segments online

Online, callcenter & branch processes

need tighter integration

“I want to be supported with

my savings” “I want to retire before 60”






ONE overarching

vision

User needs

Business goals Decrease of

maintenance costs

Responding quickly to market needs has

become critical Move defined

segments online

Online, callcenter & branch processes

need tighter integration

“I want to be supported with

my savings” “I want to retire before 60”






Prio

ritiz

ed

Busi

ness

obj

ectiv

es

Cust

omer

be

nefit

s sou

ght

How the vision was developed

One overarching vision

§  Each prioritized user benefit and business objective were directly mapped

§  Customer benefits sought & business objectives were found to be consistent overall



From user needs to requirements

“I need to be able to talk to my bank online.”

User need 1.  Online chat 2.  Phone 3.  Skype 4.  E-mail 5.  Callback 6.  OBO

(On Behalf of Management)

Requirement



§  BILD LEITZ ORDNER



A functional banking blueprint that for the first time reunites user- and business requirements

Source: Digital Leadership Strategy Framework



Results of phase 1

Customer segmentation &

prioritization

Sought benefits & business objectives

breakdown

Vision Functional Scope Landscape

Segmentation overview and priorization

#"Customer"intelligence"segmentation"

Group"size"in"thds" Emotional"segment"

General"priority"for"the"bank"

Strategic"priority"Digital"Channels"

Revenue"in"EUR"for"BNPPF"

1" Retail"distant" 363" Distant"Functionalist" 1" 5" €238"

2" Retail"partnership" 364" Partnership"Seeker" 2" 4" €238"

3" Retail"dependent" 364" Dependent"Faithful" 1" 4" €238"

4" Nexus"HiPo" 246" Distant"Functionalist" 4" 5" €286"

5" Priority" 248" Partnership"Seeker" 5" 1" €1.715"

6" Save"and"Investors" 287" Dependent"Faithful" 4" 1" €720"

7" Nexus"Retail" 279" Distant"Functionalist" 3" 5" €66"

8" Evolvers" 198" Dependent"Faithful" 4" 3" €556"

9" Youngsters" 160" Distant"Functionalist" 3" 5" €57"

10" Evolvers"HiPo" 42" Partnership"Seeker" 5" 5" €967"

11" James" 10" Competent"Challenger" 3" 5" €1.900"

Sources: Customer intelligence segmentation; emotional segmentation. Priorities were developed with key stakeholders.

Business Objectives Map – aligned at financial levers

Improve the experience / hygienic factors

Increase revenue

Push # of James clients

Attract new youth and Nexus customers

Push innovativepayment solutions

Communicateaggressively

Improve customeracquisition

Number of customers

Improve retention & churn prevention

Lock-in by PFM,customer knowledge...

Achieve 85% customer satisfaction

Push two-waycommunication

Push wallet initiatives

Prevent churn in Prior-ity, James, Nexus HiPo

ImproveQuality of Service

Higher share of wallet

Improve digital sales

Improve digital sales performance

Maintain market share over profitability

Aggressively sell insurance

Aggressively sellconsumer finance

Achieve 25% sales via digital channels

Introduce more buying opportunities

Improve digital upselling / x-selling

Improve personalisation & relevance

Increase productutillisation

Increase main bank customer share

Push AuM / value per product

Push digital activity levels

Lower costs &improve profitability

Activation

Push everydayprocesses to digital

Push consumer finance to digital

Push “retail” segment to digital

Push main bank customers to digital

Push invest & brokerage to digital

Online-specific KPIs

Number of visits

Number of product sales

Conversion optimization

Average time spent on site

Number ofApp downloads

App opening / usage rate

Site speed / serverresponse time

Additional enabling factors

Meet legalrequirements

Consistent experience across channels

Align digital along BNPPF’s core promises

Enable more products with STP

Digitize branchprocesses

Improve customercontact

Create unifiedcommunications

Process improvements

Key sources: !•  Marketing Plan "Individuals & Youth" •  Sales Direct Channels Plan 2013 •  CER Segment/Product Matrix •  "Strategic Context 2011" •  Customer Intelligence Report "Where to focus?” •  Online Sales targets & current performance objectives

Digital Leadership

Programme Vision for "Next Generation Digital Channels" The Next Generation Digital Channels will drive down costs and increase profitability by activating the retail segment and across all segments increase digital activity through efficient services, smart self-advisory functions and the digitization of branch processes. The data we will have of our customers will help us develop an increasingly personalized and relevant offering while at the same time driving sales supporting our customers all through product discovery and comparison, smart data mining and campaigning and effective purchase options. The future Digital Channels will enable us to become a digital bank offering a benchmark user experience across all channels, offering innovative payment solutions and integrating into the social universe which will ultimately help us lock in our customers. Last but not least, the Digital Channels will build upon the core brand promises of BNPPF being transparent, open, engaged, and being a trustworthy partner of our customers with a human interface and through advice.

Source: prioritized business objectives and prioritized benefits sought by customers

Product(Information

Discontinued(product(management

AnalyticsReportsCapabilities

Other

Dashboard

Views(on(financial(situation

Security

LowAbarrier(security

User(Profiling(/(PersonalisationSegmentation

client:(BNPPF

orig.(date:(19.03.2013

rev.(date:(21.03.2013

Note:(

subject:(Scope(Landscape(@(Future(State

project:(Next(Generation(Digital(Channels

page:1(of(1version:(0.1BNP(Paribas(Fortis(A(Scope(Landscape((longer(term)

author:(IND

Realtime(Interfaces

EnterprisePrivate Business

Roles Build(/(integrate

Lege

nd

Cha

nnels

Web Mobile(WebRetail

Tablet SMSBranch Call(center Admin Expert(advisor Editor

Campaign(Management

Chat Video Social(SiteATM((non@cash)

Bac

kend

User(profiling

Segmentation(capabilities

File(system

Search(@(IDOL

CMS(@(Autonomy

Analytics

SSO

Campaign(Management

AxesLanguages

French

Brand(/(territory

Channel

SegmentAudience

Daily(Banking(Panorama

Financial(overview

Free(to(spend

SelfAServiceProduct(Contract(Management

Contract(Overview

Account(Management Credit(/(Debit(Card(Management

Incident(&(Problem(reporting Limits(Management

Rights(Management

BranchArelated

PFMTransaction(Handling/

Rich(Transactions

Categorization

Net(WorthPersonal(Finance(Planning((PFP)Budgets

Notifications

Visualization(&(Reporting

Saving(Goal(Management

Save(&(InvestInvestment(Panorama

Investment(portfolio(overview

Investment(Account(Management

Buy(&(sell

Reports(&(Analysis

MultiAuser

Virtual(Portfolios

MessagingSecure(Channel(Information

Alerts(&(Notifications

Gratulations

HelpFAQ(/(Q&A

Emergency(Contact

ContextASensitivityVideo(Tutorials(/(Screen(Walkthroughs Contact(Form

SupportSupport(by(Voice( Support(by(Video(Call Support(by(MailSupport(by(Chat Support(by(Machine(

Takeover

Login(/(Logout

Facebook(Login

Signing

Recommendations

Recommendation(sources

Recommendations(based(on(past(performance

Recommendation(Channels

PreASales(/(Sales(ToolsSimulators(&(Calculators

Car(loan

Education Wizards

PreAApproved(Loans(/(CreditALine

Life(Event(Planner

Contact

Online(Contact Contact(triggers Branch(Locator

Complaints

ATM(Locator

Service

Interfaces

Content(Management(System(A(Autonomy Search(A(IDOL Product(Master(Data(Catalogue Other(Backoffice

Reporting

Business(Intelligence

Sales(dashboard(

CRM

Branch(locatorDisplay(banker(visually((picture)(with(

all(contact(information(on(every(

key(page

Implicit(personalisation

Profile(based(interface(display

Dutch

English

German

At(least(the(automated(part(of(the(site((i.e.(daily(banking)(needs(to(exist(in(4(languages

SEO

SEO

SEO(for(products

SEM

SEM

Show(a(phone(number(on(all(pages

Always(show(phone(number(&(contact(options(of(next(

branch

ATM(locator

ATM(locator(abroad

Branch(locator(abroad

Show(closest(branch(based(on(current(

position

Send(feedback

Desktop(Version(of(Online(Banking(/(OfflineAMode

Different(views(depending(on(

novice(/(expert(status

Fun(visual(elements(and(animations(

(Youngtser(Views)

Sharing(rights(management((what(can(other(users(see?)

Share(read@only(of(certain(screens(/(information

Proactively(contact(consumers(who(have(products(that(will(near(their(maturity(

date

Money(transfer(notification(email

Message(about(events((i.e.(change(in(

portfolio,(stock(performance)

Introduce(service(team(in(a(group(

photo,(with(all(the(names

Tool@tipsFAQ(with(powerful(search(capabilities(

Tutorial(@(for(basic(online(banking

Easy(screen@shot(facility(when(support(

is(required

Online(tech(support(chat

Ask(bank(@(by(topic

Videos(explaining(key(functional(items(and(concepts(such(as(

saving(goals

Tutorial(@(for(specific(topics(such(as(PFM(/(

PFM

Emergency(contact

Chat((available(agents)(offer(on(all(

pages

Problem@based(FAQ(navigation

First(online@banking(guidance

Step@by@Step(tutorials(for(all(key(

workflows((transactions,(investing,(PFM)

Proactive(support(calls:(We(care,(are(you(alright,(does(it(

work(for(you?

Shared(online(screen(advisory(by(expert

Shared(online(screen(advisory(by(expert

Regular(balance(updates

Monthly(pension(report(by(email

Regular(greetings(at(name(days(and(

birthdays

Maturity(notifications

Push(/(SMS(alerts(on((major)(balance(

changes

SMS

OS(notification(center(alert

Internal,(two@way(messaging(in(online(

banking

Conversational(archives

Desktop(alerts

Desktop

Mobile(/(Smartphone(OS

Desktop(/(OS

Online(banking(notifications

Birthday(offer

Choose(channel(for(alerts(&(notifications(

by(type(of(msg.

App

My(Profile

Loyalty

Loyalty(points(management

Loyalty@based(additional(

functionality(unlocking

Loyalty(points(webshop

Loyalty(coupons

Collecting(and(distributing(loyalty(point(within(family

Settings

Personal(settings(for(communicational(channels(and(

frequency/event(type

Loyalty(gifts(for(high(activity

Transfer(loyalty(points(to(family(

members(or(friends

Preferences(for(unusual/usual(events

Signup

New(Customer(signup(STP

Online(customer(origination(for(other(

user((i.e.(kid)

Badges

Playful(goals(and(rewards

Rewards(with(own(products

Rewards(from(partner(

organizations

Profile(completeness

Segment@specific(product(

recommendation

Preferences(for(unusual/usual(events

Specific(measures

Activity(log

Two@way(/(factor(/(level(authentication

Loyalty(program(points(on(signup(or(account(opening

Show(completeness(of(profile,(show(real(rewards(to(be(gained(

at(50%(profile(completion,(100%

Use(preferred(way(of(adressing(the(

customer,("Hello(Mr.(Mustermann",("Hi(

Max".

Ask(for(opt@in(to(allow(proactive(calls(

for(such(eventsShow(loyalty(points(to(be(gained(for(

individual(actions(/(amount(of(cash(in(an(

account,(etc

Display(loyalty(level?

Display(of("loyalty(points(needed(to(next(reward"

Settings(to(activate(/(inactivate(service(

content

Manage

Newsletter

Feeds(&(Push@Message

Predictable(MoTs(and(adequate(

response

Outlook(on(free(to(spendRolling(budget

Budget(for(each(category

Auto@proposed(categories

Total(view(on(assets

Savings(planner

Financial(health(checker

Visualisation(of(spending(and(budgeting

Expense(tracking(and(budgeting(

Rich(transaction(history(with(filtering(

and(ordering

Tagging

Commenting

Flagging

Simulator(for(pensions

Home(value(calculator

Set(saving(goals

Manage(saving(goals

Graphical(product(overview((incl.(3rd(party(banks(@@>(

account(aggregation!)

Tools(based(on(past(transactions

Cutting(costs

Splitting

Travel(planner

PFM(@(Spending(overview

Family(analysis

Expense(tracking

Push(/(SMS(balance(&(history

Alert(when(reaching(category(limit

Investment(simulators

Switch(view(by(connected(user

Build(financial(products

Presets(for(relevant(saving(goals

Notifications(on(unusual(transactions

Scenarios

Expense(overview

Liquidation(scenarios:(With(how(much(money(could(I(

leave(now,(tomorrow,(in(4(

weeks?

Net(Worth(projections(with(

scenarious

Net(Worth(history

What@if(PFM(calculator:(How(would(my(budget(change(if(I(would(spend(less(on(my(

car?

Regular(summaries(via(e@mail

Net(worth(calculators(for(possible(events((crash,(higher(inflation...)

SMS(Balance

Set(limit(for(tags(or(labels

Saving(goal(status

Saving(goal(overview

PushANotifactions

Push(notifications(on(investments

Push(notifications(@(tips

Push(notifications(about(good(

investment(options

Push(notification(by(preferences

Low@barrier(contact

Low@barrier(balance(check

Low@barrier(balance(check

Read(only(online(banking(access

Mobile(token

Change(password(&(pin

Light(authenthication(for(smaller(amounts

Easy(read(only(access

Location(awareness

No(pin(cards(for(small(amount(payments

No(pin(usage(of(current(cards

Encrypt(financial(information(locally

Remote(delete(or(lock(data

Automatic(logout(or(password(retype(for(

access

Voice(login

Face(recognition

E@Mail(password(reminder

SMS(password(reminder

Login(with(real(name(instead(of(account(

number

Show(certificates(and(logos(of(known(security(authorities

Show(last(login(when(logging(in

Easy(password(reset

Security(education(when(using(a(new(

device

Order(DD(/(CD

Manage(DD(/(CD

Manage(fraud(prevention(&(detection(rules

Change(limit

Stolen(Cards(Management

Order(for(a(3rd(person

View(&(print(statementsFreeze(Account

Open(an(account

Create(an(account(for(online@shopping

Wizard(for(consolidating(

accounts

Managing(Rating(&(Reviews

Censoring(ratings

Savings(overview(with(simplified(view(+(next(saving(actions

Maturity(calendar(integration

Views

Numerical(overview(for(simple(cases

Graphical(overview(option(for(complex(

cases

Buying(investments(for(others

Managing(family(members'(

investments

Sell(family(members'(investments

Buy(&(sell(stocks

Buy(&(sell(currencies

Buy(&(sell(commodities

Realtime(info(at(buy(interfaces

Buy(&(sell(securities

Setup(automatic(sell(/(buys(based(on(

rules

Performance(analysis

Multi@user(brokerage(account

Timeline(with(events(and(news(correlated(

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Multi@asset(graphs

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Buy(&(sell(bondsSimulator

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Social(Saving:(Common(savings(

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Investment(analysis(tools Easily(sell((when(

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Pension(status(overview

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Specific(areas(with(rich(content(by(situation(/(need

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Tax(impact Wizards(to(self@evaluate(financial(

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Living(cost(calculator(Google(Maps@integrated)

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Daily(Banking(Transactions

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Transfer(types

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Sign(once(for(multiple(transactions(

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List(of(frequent(transfer(recipients

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Automatic(reminder(for(bill(payment(to(avoid(late(fees

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checkout(process((no(screen(clutter!)

Purchase(assistance((i.e.(chat(on(offer)

Wizard@like(check@out

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Ratings(&(Reviews(across(all(products

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date

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products

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first(child(etc.

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Simple

Expert

Activate(Contract

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Request(payment(that(customer(

approves

Print(CurrentStatements

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recommendations(based(on(life(event(

detection

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Private

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BNPPF(Green

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User(Profiles

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Phone

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Display(Interest(Rates

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Offer(functionalityfor(foreign(accounts

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permanently(with(others

Rename(accounts

Trigger/rule@basedtransactions

Transaction(FailureNotifications

TransactionAttachments

Digital(Reception(Terminal

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Export(CSV,(XSLX,(PDF

Customer(origination(from(foreign(account

Elements

Customer(Segmentation(Links

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1st/2nd(level

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Menus

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Switch(between(business(&(personal(

banking(view

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back

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Bank(feed

Mobile

Navigation

Navigation

NotificationsWallet(Mobile(integration

Tutorial(Mode(for(mobile(/(tablet(applications

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Key(functions

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Request(money(mobile

Consult(balance

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Transfer(money(to(address(book(contact

Scan(product(barcode

Simulate(and(approve(loan

Take(a(photograph(of(the(bill(with(your(mobile,(send(and(

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Dashboard(notifications

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usage

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Dedicated(trading(app

DedicatedSaving(helper(app

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Demo(Accounts

Demo(accounts

Trial(accounts

Demo(accounts(for(advanced(products((save(&(invest)

Demo(Accounts(for(kids(with(explanation(

and(no(real(functionality

Demo(accounts(mobile(banking

Rich(content(introduction(to(online(banking

Wizard(as(an(online@banking(introduction

Balance

Envelopes

Make(a(transaction

Transaction(details

Rejected(transaction(history

PFM(integration((categorization,(splitting(etc.)

Strange(expense(finder

Auto@learn(usual/unusal(transactions

Maturity(DateInformation

Investment(Account(Management

Savings(Account(Management

Custody(Account(Management

Pension(Savings(Account(

Management

Risk(Profile

Loans

Insurance

Update(mortgage(contract

Peer(Group(Comparison(Insurance

Loan(Panorama

Loan(Details

Insurance(Panorama

Insurance(Details

AutomatedSaving

Pay(Premium

Manage(automated(savings

Pause(automated(saving

Skip(single(automated(saving(

execution

Flexinvest(buying

CrossAsite(functionality

Keyboard(or(graphical(shortcuts(

for(key(actions

Download(information

Print(information

Order(printed(material(for(free(

online

Bookmarks

Personalized(links

Download(/(view(manuals

Feedback(buttons:(Did(this(page(answer(

your(questions?

Data(Export

FunctionalityOpt@in(/(Opt@out

MarketingOpt@in(/(Opt@out

Basic(Profile

ContactInformation

ProfilePicture

Linked(Social(WebProfiles

Mobile(Multi@User(locally(saved(users)

Device(Management

List(Devices Block(Device

Financial(information(/(advice(by(asset(type

Stocks

Commodities

Currencies

Research

...

Select(Home(Branch

TV

Setting(Goals

Branch(Customer(Presence(detection

Branch(Instant(Customer(Contact(/(

Invite

Skype Internal(Messaging

Recommend(FAQ(/(Chat(/(Call(when(

scheduling

VisioChat

Multi@Transaction((Envelope)(signing

A/B(/(Multivariant(testing

Campaigns

Content

Products

Functionality

SEO(for(Microsites(/(special(site(sections

Landing(Pages(&(Microsites

Landing(Pages

Microsites

Product(comparison

Landing(pages(for(individual(segments((i.e.(people(in(their(

30s)

Landing(pages(for((specific(products

Needs(based(landing(pages

Comparing(Date(Ranges

Deep(Geographic(Data

Local(Conversion(Data

Funnel(Visualization

Navigation(Summary

Complete(AdWords

Site(Overlay

Email(Reports

Bounce(Rates

Keyword(Sources

Referring(Sites

Browser(Capabilities

Languages

Exclusion(of(internal(traffic

Visitor(Loyalty

Visitor(type(contribution

Segmentation

Top(Content

Network(location

Report(finder

Dashboard

Reporting

Keyword(search

Content(DisplayDisplay(standard(

content

Display(related(content

Tabbed(browsing

Discontinued(products

Product(substitution

Workflow

Single(step

Multiple(step

Task

Content

Content(Editor

Support(different(media

Meta@Data(taggin

Content(search

Publishing

Content(Editor

Scheduled

Ad@hoc

Co@signing

User(Management

Role(setup

Group(setup

User(authorisation

Other

Asset(versioning

Archiving

Publishing(&(Workflow(report

Multilanguage

Translation(process

Channel(selection

Contact(Center

Reporting

SBOM

Punch(the(Pig

Orien

tation

Enga

gemen

t

Prioritized(search(results

Filtering

Pages

Documents

Tools(&(Simulators

Branches(&(ATMs

Recommendations(based(on(segment

Recommendations(based(on(

collaborative(filtering

Search

CatalogHierarchy

Basic(ProductPages

Inform

ation

CommunityListening(Analysis

Profiling

Web(Layer(ProfilingAutonomy(/(IDOL

CRM(LoopData(Warehouse

CLE

Landing(Pages

Mail

Scope Landscape Translating the vision, business objectives and benefits sought into a functional landscape.!

Phase 2: Long-term Strategy



What is key from a user, business and tech perspective?

Financial planning

Re-commen-dations

Advice

Personalisation Navigation & Search

Sales

UGC

Dash-board

User profile data



Approach on phase 2: sprints for each topic

Jean-Luc Lutgarde

Christiaan Brigitte

Antoine

Dashboard Scope Customer Types Workshop Input Scope Definition Concept Wireframes1. Identify Dashboard Scope 2. Introduce Customer Types 3. Discover digital customer usage

patterns4. Refine scope and create definitions

6. Represent scope items visually for reference

KPI Framework5. Develop KPI Framework

Jean-Luc Lutgarde

Christiaan Brigitte

Antoine





Jean-Luc Lutgarde

Christiaan Brigitte

Antoine





Jean-Luc Lutgarde

Christiaan Brigitte

Antoine





Jean-Luc Lutgarde

Christiaan Brigitte

Antoine





Bastian Antoine

Lutgarde Malorie

Zoiu

Bastian Antoine

Lutgarde Malorie

Zoiu

Background She grew up in a big family in a small rural town, left school early, She worked all her life at the same shop, relies on husband and bank for major decisions.

Family situation She married to a car mechanic, two children whom she cares about a lot

Lutgarde Shop worker Key data §  53 years old §  Dependent faithful §  14K € assets Bank expectations §  Bank branch is place for

social exchange §  Likes to talk with her

banker before she does anything

§  Security and personal touch are important

Characteristics §  Nice §  Talkative §  Basic education Online characteristics §  She uses the internet

because she has to §  Computers are a burden §  She doesn't try new

websites or apps §  Her children help her with

new technology §  She's afraid of doing

something wrong §  Likes to have help

Current situation Marijke is approaching retirement and looking forward to more quiet and relaxed years. She doesn't know a lot about money and banks, but her regular visits to the branch are part of her weekly routine. Computers and the internet are things she is still afraid of, but she learned the basics in order to keep in touch with her children.

Income!

Product changes!

Financial knowledge!

Earning potential!

Loyalty!

Digital lifestyle!

Branch dependence!

Advice reliance!

Openness to proactivity!

Very low! Low! Medium! High! Very high!



Understanding customers

Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/family Customer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final

© 2010

“I love working for myself, and spending time with the kids. If only I had more time in my day and more space in our house.”

Digital Leadership



Sequential steps Sequential steps in parallel Loosely ordered steps Time independent steps Iterative steps Potential Moment of Truth Positive experience Breakdown Touchpoint with other providerPotential touchpoint with Westpac Branch visit Potential property Meeting Phone call made Phone call received Email Traditional mail Personal computerWebsiteForms Discussion with friends/family Customer thinking or workingPublicationWES9017 P&O Mortgage Transformation | v1.0 Final

© 2010

“I love working for myself, and spending time with the kids. If only I had more time in my day and more space in our house.”


© Copyright 2015 Digital Leadership GmbH 19 / 79BNP Paribas Fortis | Next Generation Digital Channels | Long-Term Strategy Track | UX Flipbook Roadmap 2015 Version 1.0 | 02.10.2013

Capabilities

Notes

ENCOCO-5cd Show Advisor / RM with picture and all contact info

ENCOIN-2b8 Call Back buttonENCOIN-755 Call Now buttonSEDADA-cd3 Display picture of advisor,

offer callSEDAFI-1cf Free to SpendSEDAFI-51f Balance AggregatedSEDAFI-6cc Balance by AccountSEDAIN-360 Transfer Money to beneficiary

from listSEDAIN-d54 Contact AdvisorSEDADA-92e Saving Accounts OverviewSEDADA-a85 Current Accounts OverviewSEDAIN-59f ATM & Branch FinderSEDABA-44f Transactions since last loginSEDAFI-088 Notification AreaSEDAFI-0b3 All bank products and

insurancesSEDABI-099 Request Zoomit on Non-

Zoomit BillsSEDACU-360 Cards view / List view

Personas

Dashboard - basic - list view DA-01Dashboard

€ 2 440,61Current account Lutgarde Ducroix

Lutgarde Ducroix € - 387,27

€ 21 319,75Savings account Lutgarde Ducroix

current accounts:

save & invest accounts: + find new save & invest ->

+ find new account ->

Account overview show: All accounts

Product type Account owner Amount - You have no new notifications -

Total: € 23 373,09Free to spend: € 1 382,24 (details)

ATM's near postal code: 2640

Credit card

all transactions ->

25-07 € -59,87Shell gas station Liege - paymentPiet de Lange - Thanks for dispursing dinner! € +25,00

€ -43,41Belgacom monthly subscription - transfer25-0723-07

€ -249,99Bol.com - Sony audio system22-07

FueluncategorizedTelecom

Electronics

Notifications

Adriana LievensCustomer contact1252 Ave. Charlemagne(32) 034-342223

Chat

Call

Call back

Contact More ->

archive ->

Transfer€

Transfer money

Beneficiary:

Enter amount:

From account:Current account

advanced ->

Select contactThis company uses Zoomit: add Belgacom to Zoomit ->

Online banking > Account Overview

| Account Overview | Accounts & Cards - Save & Invest - Loans - Insurances | Personal Finance Manager SOS Assist

BNP PARIBASFORTIS

EN Locations Newsletters About BNPPF Site Help LogoutPersonal | Professionals | Private banking

Search... messages supportLutgarde

O

A

BCD

EFfGH

IJKLMNO

P

Q

1. The dashboard is the page on which the customer arrives after logging in. It contains information and tools that he/she uses most frequently, like account overview, transferring money and notifications.

2. The account overview can be viewed in different ways, in this case in the form of a table that lists all accounts.

B

A

CDE F

GH

IJ

K

L

1

2

N

M

P

Q



Strategic rationale What's the overall business rationale on this sprint?

Business value drivers How does this sprint item drive value for the bank?

Departmental inputs Results from business workshop that are developed into capabilities

Business score card Scoring of capabilities

Key business capabilities The most important capabilities from the bank's view

KPI-framework Success metrics for most important aspects of the sprint

Each Sprint included Business Rationale



What is key from a user, business and tech perspective?

Financial planning

Re-commen-dations

Advice

Personalisation Navigation & Search

Sales

UGC

Dash-board

User profile data



Scoring model

Contribution Business Center 2



Customer priority

Business priority

IT & organisational perspetive

Impact # customers


IT Complexity

Impact on utilization

Impact Upselling /Equipment

Organizational complexity

Bastian Antoine Zoiu Malorie Lutgarde



Final Scope Landscape



Analysis of current and target architecture



Go-to-market scope



Building a roadmap

Today +1y Target state



Roadmapped short-term scope





About



We have developed a complete approach and framework to

STRATEGY Create superior digital strategies

BUILD Build successful portals and

digital products

RUN Efficiently run

digital organizations

And we support our clients across all three stages.



Stefan F. Dieffenbacher e-Mail: [email protected]

web: www.digital-leadership.net

blog: digital-business-reimagined.com

twitter: /sfdieffenbacher

twitter: /leading_digital

Facebook: DigitalLeadership

LinkedIn: stefanfdieffenbacher

Slideshare: dieffenb

Xing: StefanF_Dieffenbacher Be invited. Get in touch.

Thank you!

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