Design Thinking in Pensions: Putting People at the Heart of Design

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In most pensions agencies, technical and compliance requirements drive decisions around system, organizational, process and experience design to maintain or improve service delivery.

BUILD ITAND THEY WILL COME…


Pensions agencies could make systems and processes more engaging, efficient and well-adopted if they designed based on real stakeholder needs, instead of preconceived notions.

BUILD IT…OR WILL THEY?

AND THEY WILL COME…


BUT PENSIONS AGENCIES MAY NOT ALWAYS KNOW WHAT

MEMBERS, EMPLOYERSAND INTERNAL STAFF NEED.


They expect the same experiences when dealing with their pension plan as they have in everyday life.

PEOPLE ARECHANGING

EVERY

6 MINUTES PEOPLE CHECK THEIR SMART PHONES1

85%OF CITIZENS EXPECT THE SAME OR HIGHER QUALITY DIGITAL SERVICES FROM PUBLIC SERVICE ORGANIZATIONS AS FROM THE PRIVATE SECTOR2

DIGITAL MOBILE

PERSONAL REAL TIME


BECAUSE DIFFERENT RESULTSDEMAND

A DIFFERENT KIND OF DESIGN.

IT’S TIME FOR AMINDSET SHIFT


Design thinking puts people at the heart of the process by working with stakeholders to understand their interactions with the pensions agency— and improving them.

IT’S TIME FORDESIGN THINKING

Create with people,not just for them.


Design thinking synthesizes processes, systems, data and structures from a human perspective.

IT’S TIME FORDESIGN THINKING

Human centered: Gains empathy and understanding through direct observation and research.

Iterative: Refines the potential solutions based on feedback, testing and continuous learning.

Collaborative: Involves diverse stakeholder perspectives, built for co-creation.

Creative: Tosses aside assumptions to truly explore the art of the possible for the best solution.

Prototype-driven: Collects user feedback early and often, fails fast to get the right solution.


Design thinking is the adoption of a design mindset and human-centric design methods to solve problems, frame opportunities and innovate experiences.

WALKING INSOMEONE ELSE’S SHOES

It’s about thinking through all the tangible and intangible things that make for a positive experience for people and addressing the business and technology elements needed to deliver them well.

HUMAN DESIRABILITY

TECHNOLOGY FEASIBILITY

BUSINESS VIABILITY

DESIGN THINKING


Pension members interact with pensions agencies at different touchpoints during their lives. These make up their overall experiences.

EVERY STEP OF THE PENSIONS JOURNEY

Design thinking looks at each touchpoint and puts the person at the center to understand members better and shape organizational, experience, process or system decisions and design around that understanding. It’s a win-win. Members get solutions they will actually use and enjoy, and pensions agencies can better prioritize changes.

STARTS NEW JOBApplication

RETIRES, POST RETIREMENTMonthly benefits checks

DEATHNamed beneficiaries report

death, receive death benefits

MARRIAGEChange of beneficiary

MOVESChange of address

PLANNING ON RETIRINGBenefits estimate


DESIGN THINKING APPLIESTO EVERYONE

Improved engagement

More informed plan selection

Access and convenience

Customer satisfaction

Better information sharing

User-friendly touchpoints

More accurate information

Fewer downstream errors

LIFE AS AN EMPLOYER

Streamlined workflows

Higher productivity

Optimal resource use

Job satisfaction

LIFE AS A MEMBER

LIFE AS AN EMPLOYEE


DESIGN THINKING APPLIESTO EVERYTHING

COMMUNICATIONS TRAININGEXPERIENCES CULTURE

SYSTEMSPROCESSES

AND WORKFLOWORGANIZATIONS


The design thinking approach is dynamic. One phase may not necessarily proceed in the order listed here. At times, the process may move backwards or forwards.

THE JOURNEYIS AS IMPORTANT AS

THE DESTINATION

DISCOVERLearn about

people and the context of

the problem.

DESCRIBESynthesize

learnings from discovery and point of view.

IDEATEIterative

ideation -prototyping

cycles.

TESTTest ideas and

prototypes with actual users.

IMPLEMENTDeploy the

chosen solution and refine it.


DESIGN THINKING APPROACHES

Human centered

TRADITIONAL APPROACHES

Technology focused

SERVICESADOPTION

OUTCOMES

FROM STATUS QUO

TO PEOPLE FIRST

BETTER


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With more than 425,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives.

For more information, visit us at accenture.com/pensions

ABOUT ACCENTURE

CONTACT

Deanna Probst Owen Davies

1 http://solutions.boldchat.com/2015-mobile-engagement-report/social?lead=blog2 https://www.accenture.com/t20161102T223245__w__/us-en/_acnmedia/PDF-35/Accenture-Digital-Citizen-Experience-Pulse-Survey-Highlight-Final.pdf

SOURCES

Eyal DarmonTeri Bennett

https://www.accenture.com/us-en/insight-pensions?c=psv_fy18hpspsslidesslideshare_10147388&n=smc_0118

https://www.linkedin.com/in/deanna-probst-76929b3

mailto:[email protected]

https://www.linkedin.com/in/owenbdavies


http://solutions.boldchat.com/2015-mobile-engagement-report/social?lead=blog

https://www.accenture.com/t20161102T223245__w__/us-en/_acnmedia/PDF-35/Accenture-Digital-Citizen- Experience-Pulse-Survey-Highlight-Final.pdf

https://twitter.com/owenbdavies

https://www.linkedin.com/in/eyal-darmon/


https://twitter.com/eyaldarmon

https://www.linkedin.com/in/teri-bennett/


https://twitter.com/TeriBennett12