FIDJIFINANCE, DESIGN, AND THE JOY OF INNOVATIONBy Lindsay Romo

THE STORY BEGINS

Le Club Innovation Banque Finance Assurance 35 leading retail banks and insurance companies Jean-Pierre Legrand (a member) wanted to bring in design

thinking

Can Design Thinking Help

The Financial Services Industry?

BRIGITTE BORJA DE MOZOTA ACCEPTS THE CHALLENGE

Accomplishments Financial Industry Uniqueness

Pioneer of Business and Design Thinking

Universite of Paris Ouest and Ecole Parsons a Paris (Paris College of Arts)

Regulation Lack of Patent Protection Money Laundering

FIDJI’S 2 MAIN GOALS

1. Explore the specifics of applying design thinking to challenges of the financial industry

2. Equip executives to build a core competency in design in their institutions

MAKING IT HUMAN

The banks wanted to update the decorations, but Brigitte wanted to dive deeper

THE WORK BEGINS

Collected Data Lengthening life spans Money

Needs

Connections

Meaning

Uses

18 in depth interviews Observed customers on site 12 employee interviews

FINDINGS

Non- Important Important

Age and Social Class Key life events

Trust and availability of staff

Relationship with Money

6 FAMILIES OF VARIABLES

1. Relationship with Money

2. Past Experiences

3. Current Situation

4. Daily Management of Money

5. Views on Banks and Financial Institutions

6. Vision for the Future

All variables must be attended to in order to satisfy the customer

CREATE PERSONAS

WORKSHOPS

Customers, Interviewees, Employees, Executives Used the cards to go through scenarios and feelings to

particular situations Generated new ideas Identified a set number of ideas

SORTING THROUGH THE DATA

Focus on 1 variable Daily management of money1. Do-it- yourself

2. High Contact

Created a 2 minute video Came up with Internet-Based interface

Personalize financial Information Assess overall financial situation Simulate future actions

TOOLS FOR CONTINUED INNOVATION