CLIENT: BANK OF NEW ZEALAND
Re-imagining the future of BNZ’s products so that we remain relevant to our customer segments in a disruptive landscape
PROJECT CONTEXT
Prior to founding everyday design, Nicola held the role of CX Design Director at BNZ where she led a team of ten CX Designers and Design Researchers reporting into the Head of Design.
Nicola was responsible for the creation and delivery of the customer experience through BNZ’s products, across multiple channels and within an Agile environment. Business wide collaboration was integral to the role across the bank specifically with GMs, Heads of Propositions, Product Managers, UX Design, Digital and Apps and Marketing.
PROJECT PROCESS
The CX Design team worked across the four tribes of Business Lending and Transactions, Everyday Banking, Home Lending and Savings Investments providing strategic, design input using our bespoke design framework and a set of robust design tools such as DVF (Desirability, Viability and Feasibility) and JTBD (Jobs to be Done).
Our design practice aligned with the business’ OKRs (Objectives and Key Results), informing and guiding the strategic direction of existing and new products informed by design research and data and analytics. The customer experience was at the heart of our work whether a face to face interaction in a bank when applying for a home loan, a digital interaction when paying a bill or the process of joining the bank for the first time.
PROJECT OUTPUTS
The impact of the CX Design team was far reaching and its legacy can be seen today in BNZ’s products and services:
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Provided strategic, design input into core products (new and existing) for Future Value customers in Everyday Banking that have resulted in significant and impactful business decisions
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Helped define customer value propositions for a savings offering and how customers manage their money
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Collaborated with Product and Digital teams to improve the digital experience for the Term Deposit product and the customer activity of renewing home loans
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Shaped, delivered and embedded an Experiments' framework used throughout the tribes allowing the staggered development and testing of new products
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Implemented a HCD (Human-Centred Design) programme across all tribes aimed at increasing the bank’s capability to lead with product desirability by customers first followed by product viability and feasibility next
Re-imagining the digital customer experience for Term Deposit customers through lo-fi prototyping with the intent of making transactions easier and simpler.
Another example of lo-fi prototypes produced in an ideation workshop with participants from across the bank. We tested these immediately with customers at the workshop itself enabling us to evaluate and prioritise the ones for further refinement.
This also allowed participants to experience customer interactions with our prototypes first-hand.
The competitive advantage of following a design process is its outcome of de-risking decision-making - here, we can immediately see what is and isn’t desired by customers and why. We are now clear on the product requirements and can ‘build the right thing’.
An MVP (Minimum Viable Product) is the mainstay between CX Design, UX Design and Product teams - we worked closely together to re-imagine products and service experiences by bringing to life the future of banking.