23 December 2016

ING DIRECT’s sponsored content in The Guardian on the value of CX and human-centred design

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ING DIRECT Australia has published yesterday and at the end of November no less than 10 articles in a paid section of The Guardian on the value of customer experience and human-centred design, entitled “Being human in a digital world“.

Readers of this professional blog will notice that the articles are mainly aimed at a lay (business) audience and convey techniques that are not always groundbreaking (“the most effective way to access ‘voice of customer’ is to get ongoing feedback, whether that be through face-to-face focus groups, online surveys or via call centres”), but the overall approach seems to be well thought through and covers many of the challenges that also other banks are now working on.

It is striking that a major player like ING Direct has now chosen to be so upfront in their emphasis human-centred design and user experience. The same trend of financial institutions strategically advocating and implementing UX and service design approaches also came to the fore at the recent Service Design Global Conference in Amsterdam, both in terms of presentations and in terms of audience participation.

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In an increasingly competitive marketplace, customer experience has become the great differentiator. Here’s why.

Are you listening to your customers?
Customer feedback provides valuable insight into how you can improve not only products and services, but also business success.

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As we look to the future, design thinking will play an increasingly critical role, and organisations will need to evolve and embrace this creative and agile practice if they are to stay ahead of the pack.

What is human centred design?
Human centred design is a practice that is increasingly being used by a wide range of organisations and industries around the world – from Silicon Valley and the banking sector to UNICEF and IKEA – but what exactly is it?

How human centred design is improving lives
From innovative products and services to basic health and education, human centred design is emerging as one of the most effective ways to improve people’s lives. Not sure if you have encountered it yet? Read about some of the places it is being used in new and exciting ways.

Why human centred design matters
As human centred design rides a wave of popularity, we look at why this creative approach to innovation, which puts people before processes to produce value and solve real world needs, is proving so alluring and successful.

Employees of tomorrow – how to thrive in a disrupted workplace
With the very nature of work being fundamentally altered forever, a new set of skills, attitudes and behaviours are proving vital in equipping employees to not just survive, but thrive.

How digital innovation is transforming banking
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A future without cash
What is the future of money? Change is in the air as plastic cards and mobile phone apps replace notes and coins for all of our transactions, setting the trend for the inevitable end of cold, hard cash.

The future of work – how will you adapt?
When it comes to working, change is the ‘new norm’ so we need to embrace and evolve with it if we are to succeed in the workplace of tomorrow.

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