Brief

Design the future-state business banking lending journey. Create MVPs and roadmaps to get there.

Problem

Legacy technologies and siloed approaches were undermining customer and banker experiences. This multi-disciplinary project took an end-to-end service design approach to reimagine how business banking could be delivered.

I led the runway design team tasked with validating concepts and features using a DVF framework to create a prioritised roadmap.

Methodology

Creating the baseline:
90 day sprint

Research included landscape reviews, strategy and insight reviews to produce a baseline of current state. My role as strategic designer was to set the CX direction alongside a BCG director. 

01 baseline research
Baseline of existing customer and employee experience journey. Best practice and global benchmarking. Exploration of fintech trends and digital exemplars. Key customer, revenue and productivity metrics identified.
02 current state journey map and persona development

Creation of a current state journey map identifying opportunity areas, painpoints and moments that matter, process and tech platforms. Creation of business customer personas.  

Journey re-imagination: 
90 day sprint

Using a clean-sheet approach, customer needs were interrogated while acknowledging the current state of capabilities, processes, technology, risk settings etc to produce preferred reality concepts. 

01 customer journey reimagined
New customer journey created to reflect proposed products and features and their experiential impacts. 

02 product features and MVP
For each preferred reality concept a list of features was identified and then prioritised for an MVP using a DVF framework. Concepts were tested and iterated upon throughout the sprint.