This presentation was given as a keynote at UX Finance, Istanbul Turkey 2013. It looks at the frameworks and key challenges of designing multi-channel customer experiences that deliver to financial outcomes, not just business outcomes.

1. Multi-dimensional st
Building 21
Century experiences for
financial outcomes
Harriet Wakelam
Melbourne, Australia
Twitter: @hwakelam
eMail: Harriet.Wakelam@nab.com.au

4. Multi-slice [muhl-
So s l a h y s
Verb: To multi-task on a
Lo smartphone during small
slices of productive time
Mo crop up during the day
Sitecore: managing the mobile rush

6. From outputs to
Outcomes

8. A customer experience team
that…
Makes complex things simple
Creates outcomes not outputs
Asks and shapes questions rather than
provide answers
Is Enterprise-wide – hub not a spoke
Has a design thinking approach to
problem solving

10. Ingredients of a customer
centric culture

11. A space…
1
Customer Experience Design Design & Review
Centre
 Collaborative design
 Playback & review
 UX observation
3
2
UX Testing
Development
 „Bodystorming‟
 Storyboarding
 User experience testing  Prototyping
 Test analysis

12. a brand

13. A Playful team
Open
Empathetic
Observational
Curious
Analytical
Visual
Interpersonal
Imaginative

14. Figure it out by trying it out
14

16. Frameworks
Translate and synthesize other frameworks
Journey mapping
Customer Experience design guidelines
Personas
Customer impact assessments
Methodology

17. Design Methodology

18. Customer experience
design guidelines
Removed for publication

20. What are customers doing?
Customer Tuesdays
Through research
Contextual enquiry
Prototyping and testing
Observe, watch and listen

23. Work with projects that
demonstrate the power of
design thinking
“In real life only diverse
surroundings have the
practical power of inducing a
natural, continuing flow of life
and use.”
Jane Jacobs – the death and life of great American cities

24. Shift is on purpose
Tell stories
Make space for play
Create blended teams of staff and
designers
Drop in centres
Helping stakeholders look good
CX community

28. Courage to do things differently
Organisations need to be
enabled to carry out new
processes and be provided
with leadership and guidance
while executing them
Karel Vredenburg

31. “Most design practice—is
ad hoc, performed on an
„as-needed‟ basis and
adapted to whatever
context the designers
encounter.

32. Listen, watch, Learn
with everybody
What is needed to think big.. beyond
interaction, product
or channel?
Watch everything, hear everything,
question everything

33. What do customers see as
financial
outcomes?

34. What
banks see as financial outcomes

35. “Cities have the
capability of providing
something for
everybody, only because
and only when, they are
created by everybody”.
Jane Jacobs, The Death and Life of
Great American Cities

36. Radial people assume that any technological
change starts from where we are
now…..Radial people want to know, of any
change, how big a change is it from current
practice, in what direction, and at what cost.
Cartesian people assume that any
technological change lands you somewhere
Cartesian people want to know, for any
change, where you end up, and what the
characteristics of the new landscape are. They
are less interested in the cost of getting there.
Clay Shirky

37. Measure
What if financial
We measure what we know, we research what we
expect.
outcomes were the
What are the problems we‟re trying to solve
How do you measure something that nobody has
metric
measured yet? How does that make stakeholders feel
for success?

38. Partnerships
“Collaborative skills that organisations are
not geared towards”
Creating “systems to identify, capture,
and build on …knowledge in an ongoing
process, …to develop a design practice
appropriate for an information and
services economy”
Hugh Dubberly

40. Guerilla tactics
Customers “create workarounds‟
that become so familiar we may
forget we are being forced to
behave in a less than optimal
fashion”
Dorothy Leonard and Jeffrey F Rayport, HBR, Nov – Dec 1997

41. • Outcomes not outputs
• Trust
• Questions not answers

42. Each design iteration and
implementation leads to new
knowledge.
Hugh Dubberly

44. Thanks to…..
NAB Jess Ukotic Cong Cao Louise
Long Nicholas Ramallo Alejandro
Vajmos The Noun Project Andrew
Forrester Evan Wondolowski
Alexandrei Warnia de zarzecki Roman
Sokolov, Michael Rowe, Shreya Shakrava,
Simon Child, Damian Dab, Daniel Hickey,
Luis Henrique Bella Sera, Alejandro
Garcia Maya, Bethany LeAnne Marcus
Wong

45. Thank you
Harriet Wakelam
Twitter: @hwakelam
eMail: Harriet.Wakelam@nab.com.au
Phone: 61 413 631 662