banking experience design

Experience Designin Banking Sector

Student Winny Wang

Professor Jozeph Forakis

|

|

Master in Business DesignAcademic Year 2005-2006


Classifying

Experiences

Bank

Surface

Skelet

om

Scope

Strate

gy

Struct

ure

Substantial

Research Experience Concept Business Design

Experience Banking

Case Study

Realization

DesignElements

Organization

UserScenario

User Needs

New Bank

User Experience

CE Market Retail Banking

*System

*Services

Banking Trends

*Umpqua*Q110 *BMW Finance

*Virgin Money*Banca Intesa A New Global

Experiential Bank

Concept

Conclusion

?

Key Opportunity


The User s

Experience Cycle

'

Expectation

Proxim

ity

Connectio

nAction

Response

Evalu

ati

on

TriggerThe Experience Cycle Model

*Jess, McMullin (2003).

The Experience Cycle Model.

Http://www.nform.ca/files/experience_cycle.pdf

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends


*Virgin Money*Banca Intesa

Conclusion

Aw

areness

Past

Present

Future

Experience

Previous EX

ExpectationMore EX Modified

Expectation

Action

Moivation Context


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

Experiences change in time

*Makela, Anu & Jane Fulton Suri (2001).

Supporting Users' Creativity:

Design to Induce Pleasurable Experiences.

London; Asean Academic Press.


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

*Craig Silverman (2004).

Undercover Marketing_selling an experience

http://ordinary.blogs.com/clips/

UndercoverMarketing.pdf

Customer Experience Marketing (CEM)

"The goal is no longer simply

to have you buy a ,

but rather have it become

a part of your ."

"The economies have gone

from commodities to goods to services.

And at end of services,

we are moving into experience:

the ."

"Marketers want to create

an

between customers and what they are selling."

product

lifestyle

Experience Economy

emotional attachment

Branding

Designing the

Brand Experience

Service

Structuring the

Customer Interface

Innovation

Engaging in

Continuous Innovation

Implementation

StrategyPositioning

Building the Experiential Platform

AnalysisSegmentation & Targeting

Analyzing the Experiential World of the Customer


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

*Bernd, H. Schmitt (2003).

Customer Experience Management:

John Wiley & Sons Inc.

A Revolutionary Approach to Connectingwith Your Customers.

The framework for managing customer experience

Feel marketingappeals to customers’ inner feelings and emotions.

Think marketingappeals to the intellect with the objective of creating

cognitive, problem-solving experiences that engage

customers creatively.

Relate marketingcontains aspects of sense, feel, think and act marketing.

Act marketingaims to affect bodily experiences, lifestyles,

and interactions.

Sense marketingmay be used to differentiate companies and products,

to motivate customers, and to add value to products.


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion





How to trigger CEM SEMs: Strategic Experiential Modules ( )


Advertising

Magalog

Annual Reports

Visual/Verbal Identity

Names

Logos and Signage

Product Presence

Product Design

Packaging

Brand Characters

Co-branding

Event Marketing and Sponsorships

Product Placement

Spatial Environments

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion





Experience Providers (ExPros)

Personal Spacecan be influened

Company Spacecan be controlled

Emphasis on

Direct Messaging(features, benefits)

Emphasis on

Brand Building(beliefs, values, emotions)

MIND / REASON HEART / EMOTION

Functio

n

Aesth

etics

Meaning

Presentation

History

Community

opin

ion

The 'thing' itself

perception

Traditional Advertising

Nontraditional Advertising

Traditional PR

'Auth

entic

'PR

Media

Rational Emotional


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

*Stephen P. Anderson (2006).

Classifying Experiences.

http://www.poetpainter.com/thoughts

/article/classifying-experiences

Classifying Experiences



Emphasis on


Emphasis on



Functio

n

Aesth

etics

Meaning

Rational Emotional


Print

Advertising

Logos

Magalog

Annual

Reports

Podcast

Visual/Verbal

Identity

Names

Product

Presence

Product

Design

Event

Marketing

Online SocialNetwork

Packaging

Sponsorships

Product

Placement

Email

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

Classifying

Experiences

*Stephen P. Anderson (2006).

Classifying Experiences.

http://www.poetpainter.com/thoughts

/article/classifying-experiences

Classifying Experiences

Stock

ExchangeCapital

Markets

Central

Bank

Transaction

Processing

Centers

Bank

Branch ATM Call Center

Deliveries

Channels

CRM

Networking for

Mobile Bankers

• Cell Phone

• Internet

• PDA

Integrated,

Browser-Based

Portal

Mobile

Computing

Systems

Secure Online

Communications

• Electronic

Banking

Communication

• Online Billing /

Payment

Telebanking

from Home

Integrated

Call Center

Web & Phone


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

*Siemens AG Munich (2006).

Answers for Financial Services: Banking.

Http://www.siemens.com

Retail Banking System

Day-to-day banking Savings Credits Others

*Account management

*Means of payment

*Cash utilization

*Exceptions handling

*Certificates of deposit

*Mutual funds

*Other savings vehicles

*Overdrafts

*Consumer credit

*Revolving credit

*Mortgages

*Loans

*Insurance

*Real estate

*Concierge services

Core day-to-day

banking needs

Account management

Products and services detailed

*Current account

*Online banking

*Call center

Means of payment

*Check

*Debit card

*Credit card

*Internal wire transfer

*External wire transfer

*Standing order (regular amount transfer)

*Direct debit

Exception handling

*Debit card stop payment/blocking

*Stop payment/checking blocking

*Document search

*Banker’s draft (cashier’s check)

Cash utilization

*Cash deposit at desk

*Cash deposit at ATM

*Withdrawal at desk

*Withdrawal at bank’s ATM

*Withdrawal at other banks’ ATM network


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

Retail Banking Services

*Capgemini, EFMA, ING (2006).

World Retail Banking Report 2006.

Http://www.wrbr06.com


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion




Distribution of Among ChannelsSales

Distribution of Among ChannelsServices

Phone4

Web17

Others0

ATM0

Branch67

Branch94

Web2

Phone13

Others3

ATM0

Web5

Branch94

Phone8

Others1

ATM0

20052000 2010

Phone5

Web28

Others2

ATM19

Branch30

Branch70

Web4

Phone12

Others2

ATM28

Web18

Branch42

Phone9

Others2

ATM29

20052000 2010

Focus: higher value on

and

BANK BRANCHESREMOTE / WEB CHANNELS

Retail Banking Trends

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion




Retail Banking Trends

?Re investRe positionRe shapeRe tool

-

-

-

-

"Accountmoment"

Productdevelopment

Encouragecustomers

go to branch

Branch RemoteChannel

Consultant ofmanaging finances

*Redefining Bank

interactions with

Customers


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

tangible experience


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion



Emphasis on


Emphasis on


MIND / REASON HEART / EMOTIONFunctio

n

Aesth

etics

Meaning

Rational Emotional87

6

5

4

32

16 Q110 magazine

5 financial products

4 Q110 kids corner

3 Q110 lounge

2 trend store

1 entrance area

8 website

7 multimedia terminal

Focus: The Bank Branch of the Future turns banking

into a new and .tangible experience


Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

Banking as a lifestyle decision

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion



Emphasis on


Emphasis on



n

Aesth

etics

Meaning

Rational Emotional8

7 6

5

4

3

21

6 interactive banking screen

5 framed nature photos

4 product graphic

3 gift card

2 green account

1 flagship store

8 website

7 coffee coaster

Focus: Banking as a and

the banking experience is a cross

between an and a .

lifestyle decision

upscale hotel hip retailer

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

simplicity transparencyand

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion



Emphasis on


Emphasis on



n

Aesth

etics

MeaningG

Rational Emotional

4

32

14 advertisement

3 windows

2 branch

1 sign

Focus: Creating the banking experience with

andsimplicity transparency

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

the business can not be related with finance

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

6 owner's circle

5 online estimator

4 accessary

3 BMW selected product

2 credit card

1 branch

7 PTG racing



Emphasis on


Emphasis on



n

Aesth

etics

Meaning

Rational Emotional7

6

54

3 2

1

Focus: Finance service can be created by the business

which is not related with finance.

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

branded network

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

6 active club

5 airplane

4 event

3 retail

2 webite

VirginBZs

7 radio



Emphasis on


Emphasis on



n

Aesth

etics

Meaning

Rational Emotional

7

6

5

4

3

2VirginBZs

Focus: A of business creates

added value and to customers.

branded networklifestyle

Classifying

Experiences

Research

Experience Banking

Case Study

User Experience


*System

*Services

Banking Trends



Conclusion

Bank is a meeting place

Banking as a lifestyle decision

Banks can make your dreams come true

Branded business network

.

.

.

.


Substantial

Experience Concept

Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Key OpportunityRealization

Design

Elements

Organization

User

Scenario

User Needs


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Banking Your Life

Realization

Design

Elements

Organization

User Needs

BankTravel

Vacation Planning

Transportation

Accommodation

Currency Exchange

Earning Credit

Entertainment

Travel Advice

...

:

Savings

Checking

Investment

Insurance

Planning

Education

Family

...

Fund

A Global Branded Network

Your Local

Travel & Financial

Advisor

Your Global

Travel

Partner

:

shape the life

Human-interaction

Social Networkenhance the service value

User

Scenario

Key Opportunity

Experience Concept


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Design

Elements

Organization

User Needs

User

Scenario

Target of New Bank

Bank TravelOppor-

tunity

A Global Branded Network:

Your Local Travel & Financial Advisor

Your Global Travel Partner

*

*

Travel Financial

Needs

&

Upward Mobility

Youth Market

NEW BANK

Day-to-day

banking

InvestmentInsurance

Travel Planning

Mass Market

Key Opportunity Low Margin

Mass Market

High Margin

Niche Market

Experience Concept


User Needs

Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Organization

Design

Elements

Global Branded Network

Global TravellerLocal People Client

Bank TravelOppor-

tunity

Local Global

Best Experience

Money Exchange

Minimum Cost

Maximum Credit

Travel SecurityTrusted Advice

Financial Investment

Travel Planning

Insurance

Info Sharing

Service

Convenient

Economical

Easy

Security

User

Scenario

Travel Financial

Needs

&

Upward Mobility

Youth MarketMass

Marke

NEW

BANK

Key Opportunity

Experience Concept


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Organization

User

Scenario

User Needs

Design

Elements

Program

Management

User

Needs

Different Role Play with

The Same Service Quality

Local Global

Financial Service Travel Service

Global Vision Local Mission

Motion

Finance Consultancy

Network Connection

Investment

Fund

Deposit

Loan

: Study abroad

Short term inhabit-

Financial Planning

Key Opportunity

Experience Concept


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Organization

User

Scenario

User Needs

Design

Elements

Before

After

User

NeedsLocal Global

During

Travel Account

save money for travel

earn mileage credit

best exchange rate

credit card

: Travel Advice

travel planning

local guide network

vacation exchange

: Travel Experience

personal travel guide

local guide kits

local event message

:

Different Role Play with

The Same Service Quality

Global Vision Local Mission

Financial Service Travel Service

Key Opportunity

Experience Concept


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Organization

User Needs

Design

Elements

User

Scenario

T o t a l S o l u t i o n w i t h l o n g - t e r m l i f e a n d s h o r t - t e r m h a p p i n e s s

Setting Long-term Global Vision

Achieved by Local Mission

Local Finance Global Travel

Financial

Program

Travel

Program

Financial

Report

Financial

Magazine

Financial

Kits

Travel

KitsFinancial

Product

Service

Travel

Product

Service

Culture

Event

People

User

Scenario

Manage

Center

Meeting

Place

Personal

Professional

Advisor

Meeting

New

PeopleKey Opportunity

Experience Concept


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Organization

User Needs

Design

Elements



Emphasis on


Emphasis on


Rational Emotional


Advisor

Book

Store

Culture

Event

Internet

Caffe

SocialNetwork

Meeting

Place

FinancialKits

Manage

Center

Program

User

Scenario

TravelKits

Finance

Travel

Financial

Report

Financial

Magazine

Key Opportunity

Experience Concept


Str

ategy

Sco

pe

Str

ucture

Skele

ton

Surf

ace

Substantial

Realization

Organization

User Needs

Design

Elements

User

Scenario

Presenting a

New Global Experiential Bank

Provides Local Financial Service

& Global Travel Network

For Upwardly Mobile Youth

Key Opportunity

Experience Concept

ConventionalRevenue Structure

New InnovativeRevenue Structure

business

Mileage

account

travel

insurancefund

investment

Longterm

Investiment

travel

plan

travel

deposit

Financial

account

credit card

Local Finance Global Travel

people

The people who prefer to create a joyful, crazy, convivial,and creative atmosphere.

scenario: local customer

place

Manage Center is the place mainly make customers come

to meet their advisor to discuss their travel and finance plans.

Located on the local city

station

SOHO zone

( ):

*

*

70% for Finance

30% for Travel

Event

Cafe discussion space

Space

Private meeting room

easy

Create your travelling lifeOutline your world

3 years with 5 cities travel:

easy

Investment

Deposit

Group Fundsairline hotel

leisure industry

:

, ,

$$3

x 1 G 12( + %/ )

Enjoy the travelwith goeasy" "

scenario: global traveller

place

Meeting Place provides the customers as a network point that they can meet people there

to exchange the travel information, to have a guide preview the travelling city.

Located on

SOHO zone

museum

:

airport

( )the global city

*

*

*

Op

en

meeti

ng

sp

ace

Event

Space

Book

Store

Internet

cafe

30% for Finance

70% for Travel

kits

map

Having"gokits”

Download tothe device


Brand Value

Customer

Experience

* sharing

* interaction

* network

build your

brand experience


Thank you!

banking experience design

Technology

es rational emotional

john wiley

influened conclusion focus

global branded network

customer experience management

tu uc organization

banking sector

influened stephen