experience design

The Reading Room 26th September 2013

Bojan Blecic VP and Head Experience Design OCBC Bank

EXPERIENCE DESIGN

DESIGN

IT'S EASY TO SAY, AND IT'S HARD TO DO

OUR MOUTHS ARE FULL OF CUSTOMERS BUT OUR PRACTICE IS FULL OF OURSELVES M. Rijbersman

THE EXPERT PARADOX

8%

362 COMPANIES

95% SAY THEY PROVIDE OUTSTANDING EXPERIENCES

HOW MANY OF THEIR CUSTOMERS THINK SO?

FOCUS ON EMPATHY

START SMALL

BUT START

BEFORE AFTER

CARD TOP UP AT ATM

GCF

S/G

CAD

Dec

embe

r 201

1 C

o.Re

g.N

o:19

3200

032W

Services for Online BankingYou can apply instantly at any OCBC ATMs or visit www.ocbc.com/login.All information are mandatory unless stated.

For bank’s use

Name

Mailing address

Your detailsNRIC / Passport number

Mobile numberEmail address

As per NRIC / Passport

1

+( )

Verified by Date

$20 replacement fee will be debited from this account number

Re-issue my internet banking PIN

Your new internet banking PIN will be sent to you within 5 working days upon submission of this form. Your choice will be

activated within 3 working days upon submission of this form.

Your internet banking account will be terminated within 3 working days upon submission of this form.

Changes will be made within 3 business days upon submission of this form.

Your replacement hardware token will sent to your mailing address above within 5 working days upon submission of this form.

Link / unlink accounts from my internet banking Terminate my internet banking

Re-issue my hardware token

Add / remove option to send code to my mobile via SMS

Update my mobile number as above

Link

Link

Link

Unlink

Unlink

Unlink

Account number

Account number

Account number

What services do you require?2

Terms and conditions agreement

What to do next

5

6

I agree to abid and be bound by the Terms and Conditions Governing Electronic Banking Services, which I have read and any amendments, alterations and additions thereto as may be from time to time be made.

I consent to disclosures as provided therein and agree that all payments be debited to my accounts with you.

Send the completed form to OCBC Bank, Account Services, Bras Basah Post Office, Locked Bag Service No. 8, S911886

Bring your completed form and NRIC / passport in person to any OCBC branch.

If you mail in, confirmation letters will be sent to your old and new addresses (except Treasury Products).

If thumbprint is used instead of signature, please visit any OCBC Branch to update.

Authorised signature

Visit branchSend by mail

Date

/ /DD / MM / YY

OR

OLD FORM NEW FORM

22%Error rate 1%Error rate

Example project

FROM 20,000 PAGES TO

600

• Simpler structure

• Clearer flows and paths

• Easier language

• Faster and easier decisions

• Less confusion, more confidence

• More value

BENEFITS FOR THE USERS

SAVINGS IN MAINTENANCE COST

0.5 M

ATTITUDE EMPATHY PERSEVERANCE

VS

MEDIOCRITY IS ALWAYS IN A RUSH

THANK YOUBojan Blecic - Head Experience Design