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Designers on the inside
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![Page 1: Designers on the inside](https://reader036.fdocuments.us/reader036/viewer/2022081401/5599a0f41a28abe0758b47de/html5/thumbnails/1.jpg)
Designers on the Inside Lessons from within a large service organisation Service Design 2011 – May 3, 2011
Opher Yom-Tov National Manager – Customer Centred Design & Innovation
Service Design 2011 – May 3
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I work for a bank
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The wealth management arm of the bank
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We provide these services
Financial planning Superannuation
Investment administration Insurance
Private banking Managed funds
Retirement products
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YAWN
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• Boring • Conservative • Risk averse • Uninspiring • Design desert
Financial services
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• Boring • Conservative • Risk averse • Uninspiring • Design desert
• Massive impact on people’s lives • Enables people to live their dreams • Touches 10 million people • Really big budgets • Opportunity to transform a conservative
industry as a shining light to others. • Incredibly complex • Highly constrained
OR
Financial services
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• Boring • Conservative • Risk averse • Uninspiring • Design desert
• Massive impact on people’s lives • Enables people to live their dreams • Touches 10 million people • Really big budgets • Opportunity to transform a conservative
industry as a shining light to others. • Incredibly complex • Highly constrained
OR
Financial services
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Here’s where the problem starts
We sell a commodity
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$ +
Term Deposit
more $
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$ +
Term Deposit
more $ + service
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more $+$+$+
Mortgage
$
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more $+$+$+
Mortgage
$ service +
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$+$+$+
Superannuation
more $
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$+$+$+
Superannuation
more $ + service
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$+$+$+
Insurance
more $
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$+$+$+
Insurance
+ service more $
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Service is our most powerful differentiator
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Service is our most powerful differentiator only sustainable
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things I’ve learned as a service designer on the inside
10
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A journey of a thousand miles begins with the first step
1
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!me Now Future
Aspira!on
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!me
vision
Ideal future state!
Now Future
Aspira!on
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Aspira!on
!me
vision
The first “baby step”!
Ideal future state!
Now Future
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Service design can bridge silos
2
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Banking vs wealth Business vs consumer
$2.5M+ $1M-2.5M $100k-1M Insurance, superannuation, mortgage, credit cards,
deposits, private banking, branches, online
Silos within silos within silos within silos within silos within silos within …..
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Pic - Mortgage insurance and mortgage
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Sometimes, there isn’t a journey
3
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Bespoke Financial Advice for High Net Worth Customers
Financial Advice for Affluent customers
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I see a framework, you see a concept
4
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Always in beta (& start live prototyping early)
5
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capture
create
deliver
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capture
create
deliver
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Role playing a private banking client experience
35
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36
Private Bank ideal client premises
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Live prototyping with staff
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If you squint, a bank looks like a technology company
6
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If you squint, banks are technology companies
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Technology is important, but humans still make a service special
7
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Photo of ikea self assembly
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Always wear two hats: Designer and Teacher.
8
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46
Learn By
Doing
PROJECTS
Learn Broad Skills
TRAINING
Building service design capability across the bank
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Courageous and enlightened leaders enable great service design
9
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How to Win Customer Centred Design
Goals
Where to Win
Vision
48
Measures
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Services can face inwards too
10
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In summary …
1 A journey of a thousand miles begins with the first step
2 Service design can bridge silos
3 Sometimes there is no journey
4 I see a framework, you see a concept
5 Always in beta (start prototyping early)
6 If you squint, a bank looks like a technology company
7 Technology is important, but humans still make a service special
8 Always wear two hats: designer and teacher
9 Courageous and enlightened leaders enable great service design
10 Services can face inwards too
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Thank You.
Opher Yom-Tov National Manager – Customer Centred Design & Innovation
Service Design 2011 – May 3