Rethinking customer designDesign metrics that do it….

Harriet Wakelam

The story so farLondon, Melbourne, London…

Curiosity

Frame great questions

Transformation

Collaboration

You have …

INNOVATION AND JAMS

An active innovation program, teams that create a strong pipeline of ideas, regular jams that result in prototypes that excite….

CUSTOMER LABS

A customer centric aim, a customer design lab – expensive, sexy, a place where the cool people hang… A place starting to develop ideas, and where occasionally despite process you actually bring customers…

DIGITAL STRATEGY

You use the word omni-channel a lot – and aim for cross device functionality – you are starting to create experiences that work well across some channels…

MARKETING

Your marketing team is evolving, they produce and query data, they manage your social networking, they provide data about customers…

The challengeSo why …

ARE START UPS STILL BEATING

BANKS AT INNOVATION

HAVE WE NOT ROCKED THE

WORLD

DO INNOVATIONS OFTEN NOT MAKE

IT TO BAU

HAVE WE FAILED TO REDEFINE

ADVICE

ARE THE IDEAS WE COME UP WITH

BORING

What if …

IT WAS ABOUT MORE THAN BANKING?

SIMULATION

PLAY

REAL PEOPLE

1‘Stage’ or context

2Resources

3Creativity

Experiment, collaborateAs innovation should be…

What is a connected store?

RETAIL EVOLUTION LABS

WITH AOPEN

Beyond bets - knowing what will happen

ITERATE and stress test

products quickly based on market

conditions

BUSINESS SIMULATION

AGILE INFRASTRUCTURE

DATADEMOCRACY

TEST EARLY at scale without affecting BAU

NEW DATA STRATEGIES that empower

and add value to the business

ServicesFraming real questions

SIMULATION PROTOTYPING ITERATION

THE LAB IS DESIGNED TO SIMULATE EXPERIENCE IN CONTEXT AND

MOVE BEYOND PRODUCT DESIGN INTO THE DESIGN AND DELIVERY

OF COMMERCIALLY SUCCESSFUL CUSTOMER EXPERIENCES

Tangible experienceUnderstanding behaviour, colliding ideas

POSITIVE

Beyond bias, real customers in context using your products securely. An understanding not just of devices but of the interplay between devices.

DIFFERENT

Allow a feed of curiosity from the business. It is cheap enough to test ideas regularly. It fits on the back of a truck and acts like a social trigger..

Ideas collideNetworks create wealth

Our top priorities

Listen, learn and measure from day one

Using real customers, real contexts creates real answers

Be human, empathetic and brave

Create a challenge pile of questions

Build value exchanges

Questions democratise data and generate ideas

Harriet WakelamPrincipal CX StrategistCapco

+61 413 631 662 (mobile)harriet.wakelam@capco.comHarriet.wakelam@gmail.com

@hwakelam@capco_finservhttp://www.linkedin.com/in/hwakelam