Designing for Financial Services / Service Design Drinks

Service
Design
Drinks
W I R E / S E P T E M B E R 9 , 2 0 1 5
Designing for
Financial
Services

Katrin
PhD Candidate,
University of
Potsdam
Who is inviting?
Olga
Business
Consultant,
Fuxblau
Manuel
Service
Designer,
Fuxblau
Mauro
Designer
Consultant,
Boana
Martin
Experience
Designer,
Nokia / HERE

Next up
Nina Birri
Service Designer,
S I L A B S
Sebastian Frederick Müller
Experience designer
S I L A B S

Designing for Financial Services
Nina Birri & Sebastian Frederick Müller
Berlin, 9. September 2015

Nina Birri & Sebastian F. Müller
Money is quite a good invention!
Without Money:
Designing for Financial Services | S. 2 von 24

Money is a quite good invention!

Money is a quite good invention!
With money:

Money makes our daily life
so much easier.
Visual: 190 Pages
www.190pages.de

Design and the financial industry
have a history together
Communication of value, growth and trust
Anton Stankowski, Logo Deutsche Bank 1974
Quelle: Stankowski-Stiftung
http://www.stankowski06.de/basis/html/kategorien/marken_grafikdesign/marken.html (06.09.2015)

It is all about Trust!
They all sell the
same product at the
same conditions

If things look strange they are not trustworthy
Phishing Mail.
Quelle: Bayerischer Rundfunk
http://www.br.de/radio/bayern2/gesellschaft/notizbuch/mail-spam-phishing-sparkasse-100~_v-img__16__9__xl_-d31c35f8186ebeb80b0cd843a7c267a0e0c81647.jpg%3Fversion%3D78af1
(06.09.2015)

Meeting
with friends
A B
Going to
the dentist
Funfactor Banking

Meeting
with friends
A B
Banking
Going to
the dentist
Funfactor Banking

Necessary but low involvement

„In the end of the month there is
not enough money on my bank
account.“
„If I have done all transactions
I feel relieved.“
How people experience banking

„In the end of the month there is
not enough money on my bank
account.“
„If I have done all transactions
I feel relieved.“
How people experience banking
Banking is stress

If you do not understand how to use your
banking software, it is even more stressful
There is still lots of potential in the design of banking services
Screenshot: Online Banking Raiffeisenbank (06.09.2015)

„Attractive Things
work better“
Don A. Norman
ATM Interface Tests by Masaaki Kurosu & Kaori Kashimura
Quelle: http://www.sigchi.org/chi97/proceedings/paper/nt.htm (06.09.2015)

Don´t let the user spend time
looking where things are!
ING-DiBa: Context sensitive navigation bar
Screenshot: Online Banking ING-DiBa (06.09.2015)

People trust in interactions they are used to
Login Deutsche Bank Login Number26
Screenshot: Login Deutsche Bank Privatkunden (06.09.2015) Screenshot: Login Number26 App (06.09.2015)

Opening a bank account in 5 min
App download Registration Verification with ID Now Done
Screenshots: Kontoeröffnungsprozess Mobile Number26 mit IDNow App (01.03.2015)

„I would never do that!!!“
Sebastian‘s girlfriend

Fintech Online-bank Retail Bank
advantage
— lean digital infrastructure
from the beginning
disadvantage
— need to gain trust
and get known
inbetween
advantage
— etablished
disadvantage
— bulky IT infrastructure
— grown company structures
Online banks and fintechs have an advantage: they have been digital from
the beginning and may offer more convenient digital processes

As fintech you have to gain
trust
— Use your advantage: Offer more
convient digital processes
— Communicate a clear value proposition
— Recognition: build a (unique) CI,
get recognised as a brand
— Appear in specialised press
— Use trust icons (Stiftung Warentest, TÜV)
— Perseverance: you need to etablish
Recognition: Vaamo = Squirrel, Trust icons, press
Clear Value Proposition
Screenshots: www.vaamo.de (06.09.2015)Designing for Financial Services | S. 21 von 24

New ways to save and invest
New ways of verification
New ways of payment
Automatic saving
digit.co
Video Ident
ID Now
Biometric verification
Touch ID
Easy ways to invest
Vaamo
Mobile Payment
Applepay
Contextual commerce
Buyable Pins, Pinterest
3 Things that will influence
the way we will design
financial services
Screenshot: www.digit.co (06.09.2015) Screenshot: www.vaamo.de (06.09.2015) Screenshot: www.apple.com/apple-pay/
(06.09.2015)
Screenshot: www.youngbrains.net
(06.09.2015)
Screenshot: https://business.pinterest.com/en/
buyable-pins (06.09.2015)
Screenshot: https://www.deutsche-bank.de/
pfb/content/privatkunden/produktshop_25642.
html (06.09.2015)

79% of all payments
in Germany are cash
Quelle: Plusminus
http://www.daserste.de/information/wirtschaft-boerse/plusminus/videos/bargeld-ad-wie-aldi-lidl-
co-unser-bezahlen-veraendern-100.html (06.09.2015)

Nina Birri
nina.birri@bluewin.ch
@nina_birri
Sebastian Frederick Müller
contact@sfmueller.de
@ebastian
Let´s continue
the conversation

Nov 13–14, 2015
Berlin / Germany
www.serviceexperiencecamp.de
Interactive
conference for
Service Innovators

Thanks
for joining
servicedesignberlin.de
@SD_Berlin
fb.com/servicedesignberlin

Designing for Financial Services / Service Design Drinks

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