BBVA Experience Strategy. for an Award-Winning Banking App

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1 BBVA Experience Strategy for an Award-Winning Banking App

2 Design in BBVA We are shifting from Design as Production to transforming BBVA into a human centered service organization where Design is embedded into the organisation s DNA. Design in DNA Enabling employees Driving strategic result Our new brand and Design language Scaling Design globally Design as production Top management bets for design

3 What's in BBVA's digital strategy?

4 A Data based company with a clear purpose

5 The virtuous triangle Data & Technology Cutting edge tools allow us opportunities to assist our customers like never before. BBVA Design experience Our goal is to provide excellent service experience that goes beyond a traditional banking role. Business All businesses are about dollars and cents. The intention is to turn a profit.

6 Agile as an accelerator Digital Transformation Spain Multidisciplinary team, working in Agile Tech Design 19 Business Programs: Do it yourself, Smart interactions, Mobile Experience, Open market, My manager in my App, etc Business Security etc Data Riesgos 600 people as a part of the Digital Transformation plan Agile Team Split into 63 Scrums

7 Strategic design / Big picture Design methodologies Agile / MVP

8 Consumer data for Experience Business Disruption Services which help people to make the best financial decisions. Product & services focus on mobile experience. Preparing for the short term future. Valora Bconomy 92% E2E digital experiences PSD2 GDPR Trust circle 3rd party consumer data Data for building trust and engagement Capitalize on consumer interaction Data for shaping the future Consumer data and consumer behavior 3rd party consumer data

9 An example Data to anticipate John, 36 years old Teacher. Single. Lives in Madrid and shares a flat with a co-worker. He has an income of 1,400. He uses two accounts in different banks; BBVA and ING. He uses the BBVA account for his dayto-day transactions. He uses the ING account to save.

10 An example 3rd party data Making business

11 BBVA digital strategy A data based company A new customer centric purpose Virtuous triangle Agile as an accelerator

12 Driving strategic results Best Banking App 2017 Customer satisfaction and Forrester acknowledge

13 The Challenge (Sep 2017) Re-think the Experience Design Strategy with three clear objectives Bring new brand purpose Creating opportunities to people. Offer new services to help people to make the best financial decisions. Enhance commercial capacity. To make the best of user interactions.

14 1 Bring new brand purpose Creating Opportunities to the Spain App experience

15 Bringing the edge of opportunity to everyone Convenience Transparency Amazing Empowerment Effortless My bank is in my No Surprises I understand, I Delightful They are interested Skillful I m at the wheel mobile phone remember and I know in me and surprise how to explain. me

16 Convenience My bank is in my mobile phone Becoming a new customer is very easy. I can do most banking process from my app. If I need help, I always have it on hand and no waiting.

17 Transparency I know what is going on. End to end operations on products and services in a contextual way.

18 A design System

19 Listen constantly to the user

20 2 Creating meaningful services with a purpose Smart decision making

21 Discovering new services Helping our customers to improve their financial situation Helping our customers to plan the purchase of their first home Bconomy Valora

22 Empowerment BBVA helps me to improve my Financial Health Bconomy Combine user data and behavior to help them make better financial decision

23 Automatic diagnosis supported by four variables Monthly savings Home expenses Debt Economic Freedom Tools for making plans / BBVA proactivity Budgets Goals Benchmarks My Day to Day

24 Amazing BBVA helps me to achieve my personal goals Valora Valora helps our customer and non-customers in making the decision to purchase a new home

25 3 Enhance commercial capacity

26 The results

27 1. Improve visibility for new experiences x 2.3 x 1.2 x 2.4 x 11 Bconomy Valora Bizum Future movements

28 2. Drive growth in digital sales x 1.9 x 1.7 x 1.7 x 1.2 CREDIT cards PENSION plans INVESTMENT funds CURRENT accounts

29 Muchas