UX SG Conference June 27-28, 2013

Bojan Blecic VP and Head Experience Design OCBC Bank, Singapore

The Power of Design

Undifferentiated

Comparable

Easily replicable

Why Design?

VS Design approach Business approach

Words, NumbersPictures

Focus on resultsFocus on process

Doing Planning

DefinitiveUncertain, iterative

Evolutive, continuous Completed

Card top up at ATMBefore After

Insurance form

Before After

Example project

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CAD

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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

409 forms/month with errors

22%Error rate

1%Error rate

13 forms/month with errors

Old form New form

Old page New page

600From 20,000 pages to

Fix the problem

Understand the problem

Verify the effectiveness of the fix

Understand the problem• Get the big picture

• Draw the situation (make the problem visible)

• Ask "why"?

• Agree on the problem

Fix the problem

• Explore different options

• Ask "why not"?

• Prototype and refine

Verify the effectiveness

• Put in front of customers

• Collect feedback

• Improve

The iterative process

Understand

VerifyFix

Option A Correspondence

Don't understand or are unsure about what to do

4 out of 8customers

Option E Correspondence

We have saved

$ 28

8 out of 8 know what to do

The cost of confusion?

1.2 Mcustomers

The cost of reputation ?

Don't beautify. Find pain points and fix them

Design is a problem solving tool

Thank You

Bojan Blecic VP and Head Experience Design