St. George Emerging Talent

FEBRUARY 2013

A brief introduction to Customer Centered Design at BTFG

Image of Square

Image of Square

How do you get better, more creative ideas and solutions for

people?

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We are introducing new capabilities

Service Designer

Designing the entire customer journey across all touchpoints, as well as the supporting backend elements.

Innovation Coach

Guiding and advising on how best to apply CCD. Quality control.

Interaction Designer

Creating compelling digital experiences that dovetail with an entire multi-channel service.

Human Factors Specialist

Conduct and facilitate empathic customer research. Extract insights.

Visual Designer

Condense complexity into visual simplicity. Online and offline.

Business Factors

Bring a business lens to CCD. Prototype and iterate business models.

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San FranciscoSilicon Valley

LondonOslo

Shanghai

Sydney

Helsinki

Building a world class team

Iowa City

Some successes so far

Award 2011Best New Product

Asgard Infinity eWrap LifeCentralAward 2011Best Functionality

BTFG Employee Value PropositionBT Super for Life

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So, what is Design Thinking?

New categories, no precedent

Designing services, not just products

And we’re in good company

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Innovations like these help deepen customer relationships, build advocacy and drive revenues.

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We believe…

We are using Customer Centred Design to create successful solutions

DesirabilityWill customers want it?

ViabilityIs there a strong business case?

FeasibilityCan we deliver

it?

Successful financial

services live here

Start here

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It is an approach to innovation that starts with understanding people.

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At it’s core, it is about keeping the customer at the heart of what we do. To help us do that

there are3 things.

Insight through empathy

Experimentation

Creative Collaboration

1. Insight through Empathy"If I'd asked my customers what they wanted, they'd have said a faster horse” HENRY FORD

Insight through Empathy

say think social

do feel cultural

Insight through Empathy

Insight through Empathy

Insight through Empathy

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Things to do today…

Insight through Empathy

ObservationSpending time with users

Insight through Empathy

SafariTry it for yourself

Insight through Empathy

InspirationTake a look at the world around you

Insight through Empathy

2. Experimentation“Fail early to succeed sooner”

DAVID KELLY, FOUNDER OF IDEO

Experimentation

Experimentation

Experimentation

Experimentation

Experimentation

Experimentation

Experimentation

Experimentation

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Try it tomorrow

Insight through Empathy

Rapido, piccolo, economicoGet visual and prototyping

Experimentation

Test itGet users to play with it

Experimentation

“Success is going from failure to failure without losing enthusiasm.”

Winston Churchill

Experimentation

3. Creative Collaboration“The secret is to gang up on the problem, rather than each other”

THOMAS STALLKAMP

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

Make spaceCreate shared memories that help you collaborate

Collaboration

Tell storiesTaking a look at the world around you

Insight through Empathy

BrainstormingComing up with ideas …. lots of ideas

Experimentation

Bring everyone togetherDV&F the thing

Collaboration

ASK who is your customer & what do they need?

TOGETHER… get all the right people in the room?

Desirability

Viability Feasibility

TRY to embrace failure and learn again and again and again …

(bring everyone along on that journey)

Thanks…and enjoy yourselves ;)