FiDJI Finance, Design, and the Joy of Innovation
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Transcript of FiDJI Finance, Design, and the Joy of Innovation
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