Experience Designin Banking Sector
Student Winny Wang
Professor Jozeph Forakis
|
|
Master in Business DesignAcademic Year 2005-2006
Experience Designin Banking Sector
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
Experience Designin Banking Sector
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Aw
areness
Past
Present
Future
Experience
Previous EX
ExpectationMore EX Modified
Expectation
Action
Moivation Context
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Experiences change in time
*Makela, Anu & Jane Fulton Suri (2001).
Supporting Users' Creativity:
Design to Induce Pleasurable Experiences.
London; Asean Academic Press.
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
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
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
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.
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
*Bernd, H. Schmitt (2003).
Customer Experience Management:
John Wiley & Sons Inc.
A Revolutionary Approach to Connectingwith Your Customers.
How to trigger CEM SEMs: Strategic Experiential Modules ( )
Experience Designin Banking Sector
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
*Bernd, H. Schmitt (2003).
Customer Experience Management:
John Wiley & Sons Inc.
A Revolutionary Approach to Connectingwith Your Customers.
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
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
*Stephen P. Anderson (2006).
Classifying Experiences.
http://www.poetpainter.com/thoughts
/article/classifying-experiences
Classifying Experiences
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
Rational Emotional
Experience Designin Banking Sector
Advertising
Logos
Magalog
Annual
Reports
Podcast
Visual/Verbal
Identity
Names
Product
Presence
Product
Design
Event
Marketing
Online SocialNetwork
Packaging
Sponsorships
Product
Placement
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
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
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
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
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Retail Banking Services
*Capgemini, EFMA, ING (2006).
World Retail Banking Report 2006.
Http://www.wrbr06.com
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
*Capgemini, EFMA, ING (2006).
World Retail Banking Report 2006.
Http://www.wrbr06.com
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
*Capgemini, EFMA, ING (2006).
World Retail Banking Report 2006.
Http://www.wrbr06.com
Retail Banking Trends
?Re investRe positionRe shapeRe tool
-
-
-
-
"Accountmoment"
Productdevelopment
Encouragecustomers
go to branch
Branch RemoteChannel
Consultant ofmanaging finances
*Redefining Bank
interactions with
Customers
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
tangible experience
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Personal Spacecan be influened
Company Spacecan be controlled
Emphasis on
Direct Messaging(features, benefits)
Emphasis on
Brand Building(beliefs, values, emotions)
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
Experience Designin Banking Sector
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Banking as a lifestyle decision
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Personal Spacecan be influened
Company Spacecan be controlled
Emphasis on
Direct Messaging(features, benefits)
Emphasis on
Brand Building(beliefs, values, emotions)
MIND / REASON HEART / EMOTIONFunctio
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
simplicity transparencyand
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Personal Spacecan be influened
Company Spacecan be controlled
Emphasis on
Direct Messaging(features, benefits)
Emphasis on
Brand Building(beliefs, values, emotions)
MIND / REASON HEART / EMOTIONFunctio
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
the business can not be related with finance
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
6 owner's circle
5 online estimator
4 accessary
3 BMW selected product
2 credit card
1 branch
7 PTG racing
Personal Spacecan be influened
Company Spacecan be controlled
Emphasis on
Direct Messaging(features, benefits)
Emphasis on
Brand Building(beliefs, values, emotions)
MIND / REASON HEART / EMOTIONFunctio
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
branded network
Classifying
Experiences
Research
Experience Banking
Case Study
User Experience
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
6 active club
5 airplane
4 event
3 retail
2 webite
VirginBZs
7 radio
Personal Spacecan be influened
Company Spacecan be controlled
Emphasis on
Direct Messaging(features, benefits)
Emphasis on
Brand Building(beliefs, values, emotions)
MIND / REASON HEART / EMOTIONFunctio
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
CE Market Retail Banking
*System
*Services
Banking Trends
*Umpqua*Q110 *BMW Finance
*Virgin Money*Banca Intesa
Conclusion
Bank is a meeting place
Banking as a lifestyle decision
Banks can make your dreams come true
Branded business network
.
.
.
.
Experience Designin Banking Sector
Substantial
Experience Concept
Str
ategy
Sco
pe
Str
ucture
Skele
ton
Surf
ace
Key OpportunityRealization
Design
Elements
Organization
User
Scenario
User Needs
Experience Designin Banking Sector
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
Experience Designin Banking Sector
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
Experience Designin Banking Sector
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
Experience Designin Banking Sector
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
Experience Designin Banking Sector
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
Experience Designin Banking Sector
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
Experience Designin Banking Sector
Str
ategy
Sco
pe
Str
ucture
Skele
ton
Surf
ace
Substantial
Realization
Organization
User Needs
Design
Elements
Personal Spacecan be influened
Company Spacecan be controlled
Emphasis on
Direct Messaging(features, benefits)
Emphasis on
Brand Building(beliefs, values, emotions)
Rational Emotional
MIND / REASON HEART / EMOTION
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
Experience Designin Banking Sector
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
Experience Designin Banking Sector
Brand Value
Customer
Experience
* sharing
* interaction
* network
build your
brand experience
Experience Designin Banking Sector
Thank you!