Simplicity become a buzz word in financial services. What is really 'simplicity'? And why does it matter?
I suggest the basics to designing 'simplicity' in financial services.
(presented at Next Bank Asia conference 2012 in Singapore)
11. Simplicity
is
based
on
human
nature
and
common
sense.
Edward
de
Bono
SimpleComplex
no overlap complete overlapsmall overlap big overlap
Knowledge needed to understand
Mental model
medium overlap
11Simplicity
for
-inancial
services
|
Jin
Zwicky
12. Simplicity
is
about
working
backwards
from
what
people
need.
Bill
Jensen
12
What
people
need
Simplicity
for
-inancial
services
|
Jin
Zwicky
What
banks
want
13. Relevance
Simplicity
is
not
natural.
You
have
to
make
it
happen.
Edward
de
Bono
13Simplicity
for
-inancial
services
|
Jin
Zwicky
What
people
need
What
banks
want
17. 0
paper
of
interaction
Simplicity
for
-inancial
services
|
Jin
Zwicky
18. Simplicity
=
Meaningful
problem
solving
Simplicity
for
-inancial
services
|
Jin
Zwicky
19. LGI New Target Return Fund Sales as at 29 Nov (S$)
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
D
ay
1
D
ay
3
D
ay
5
D
ay
7
D
ay
9
D
ay
11
D
ay
13D
ay
15
D
ay
17D
ay
19
D
ay
21D
ay
23
D
ay
25
Date
Sales(S$)
LG NTRF Sales (S$) Avg Daily Sales for past 10 mths for top fund (S$)
19
+67%
A
new
investment
product
with
simplicity
design
/
development
process
150%
lift
Average
daily
sales
for
past
10months
for
top
fund
Sales
Simplicity
for
-inancial
services
|
Jin
Zwicky
22. Simplicity
=
Clarity
Simplicity
for
-inancial
services
|
Jin
Zwicky
=
Con-idence
24. 24
+67%
First
two
weeks
result
After
simpli;ied
internet
&
mobile
banking
launch
Organic
baseline
without
any
sign-‐up
campaign
3000
new
sign-‐up
activation
6000
App
downloads
3500
Usage
of
new
features
Simplicity
for
-inancial
services
|
Jin
Zwicky
27. Want
it,
badly
Master
user-‐
centered
design
Focus
ruthlessly
Obsess
with
design
Mindset
Process
Skillset
The
basics
to
simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky
28. Want
it,
badly
The
basics
#1
to
simplicity
Unless
simplicity
is
de-ined
as
your
priority,
it
will
not
be
there.
Simplicity
for
-inancial
services
|
Jin
Zwicky
29. Jin
Zwicky
|
The
Basics
of
Simplicity
Head
of
Wealth
Management
30. Master
user-‐centered
design
process
The
basics
#2
to
simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky
31. Commit
to
design
Start
with
customers
Prototype
&
Iterate
Learn Improve
Test
Learn
Improve
Test
Learn
Improve
Test
Simplicity
Simplicity
for
-inancial
services
|
Jin
Zwicky