The magic of Service Design in Banking. -Method in Madness. Akar Sinha CX Designer.
Service Design for Nedbank
Akar Sinha
Outline -What is Service Design? -Process/Framework
-How can it help ? - Real Life Scenario
-Why Nedbank needs Service Design?
Service Design for Nedbank
Akar Sinha
What is Service Design? A multi disciplinary field that derives its learning from user experience, marketing and project management in order to disrupt conventional services. A designer who involves every stake holder’s requirements and carves out a service that satisfies everyones needs.
Service Design for Nedbank
Akar Sinha
Process/Framework Di sc
ov er
Stakeholder interviews Field research
Service Design for Nedbank
De sc rib e
Personas Journey mapping
De te r
m
ine
Service blueprint
De ve lop
De liv e
r
Ideation
Story telling
Prototype
Road map
Akar Sinha
How can it help ? Enhance Customer Experience
- Look into pain points of the customer. - Map the journey of customer in order to enhance the journey - Make the blue print to deliver the right experience. - Tapping touch points that are usually overlooked
Understanding clients perspective
- Picturing goal, motivation and latent needs. - Delivering something disruptive that people never imagined. - Being the market leader in any initiative they take.
Integrates experts of different disciplines
- Working with people from diverse fields. - The best of the services requires to perform brilliantly on all fronts.
Service Design for Nedbank
Akar Sinha
Real Life Scenario
Front end Developmemt
The Info-library of the company. In todays fast moving world every team wants to give their best. Teams want to deliver a holistic product/service.
Tech Team
Marketing
But they don't interact with other teams to be flawless and extraordinary. Working in silos keeps associates away from looking at the big picture or can curb ideas too. Here the service designer kicks in - he studies the current systems, meets all the associates and creates a think tank that benefits all employees.
Info Library Design
Sales
He questions the predominant assumptions, prioritizes functionalities, breaks down overlaps and simplifies the process for everyone. Everyone benefits from the knowledge and creates better holistic deliverables.
Service Design for Nedbank
Akar Sinha
Why Nedbank needs Service Design? To understand market needs.
- Deliver on methods that pin point customer needs. - It puts customer (pain/needs) in top priority. - Organizations operate based on pure assumptions.
It breaks down organizational silos
- Delivering services involves people at many levels and different departments. - Service minded organizations are more adaptive to market requirements. - Various departments are engaged to make the customer journey more concrete.
New perspectives on future development.
- Always involves client oriented strategies. - Service design ensure that newer services reach the expected target audience. - Digitalization also makes services available to the user in an entirely new way.
Differentiation against competition.
- In order to remain on top, brands will have to enhance the customers experience. - Service is always helpful in carving out new solutions between the competitions. - It systematically looks for a balance between the different requirements.
Service Design for Nedbank
Akar Sinha